Panettone has transitioned from being an exotic delicacy to a beloved British festive staple, with sales soaring across major supermarket chains during the holiday season.
Sales of panettone at Waitrose have surged by 65% this year, following a 40% increase the previous year, highlighting its growing popularity in the UK.
Though efforts for panettone to attain protected designation of origin status have failed, its increasing presence in British supermarkets reflects a shift in consumer tastes.
Luxury versions of panettone are emerging, with prices reaching up to £60, as consumers are willing to spend on high-quality festive treats.
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