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As The Great British Bake Off (GBBO) reaches its finale this evening and crowns this year’s star baker, Britain’s own festive baking showdown is heating up.

On supermarket shelves across the nation, traditional Christmas bakes are facing fierce competition from their continental rivals, the feather-light Italian panettone and marzipan-filled German stollen, as they battle for a slice of the festive action.

New analysis from Circana, the leading advisor on consumer behaviour, reveals that Britain’s festive tastes are shifting fast. Over the past three years (October to December 2022–2024), sales trends show the traditional Christmas bakes losing share, while both panettone and stollen have risen in popularity.

Panettone reigns supreme

Among the three festive bake types, panettone remains the undisputed favourite, accounting for 41% of all festive cake sales in October to December 2024. Once seen as a niche import, the Italian classic has become a modern Christmas staple in British homes. Its airy texture, premium gifting appeal and Instagram-ready presentation have helped it win over households and gifting occasions.

Stollen surges ahead

Stollen has also stepped up, with its share of festive cake unit sales rising by 12 percentage points during the same period (October to December) between 2023-2024. Rooted in German holiday tradition but increasingly mainstream in the UK, stollen’s combination of rich fruit, warming spices and indulgent marzipan seems to be hitting the sweet spot for consumers seeking an alternative to heavy fruit cake.

The growing prevalence of discount retailers with German heritage has also likely helped to propel Stollen into more baskets each Christmas, bringing continental bakes to a wider audience and broadening the nation’s festive palate.

Ananda Roy, Senior Vice President & Industry Advisor, Circana, said: “This year’s GBBO series might be over, but the real ‘cake-off’ is just getting started. Panettone and stollen are no longer just holiday guests, they’re becoming part of the family. Lighter, shareable and a little more glamorous, they’re winning over British shoppers and showing that even the most traditional festive foods can get a fresh twist.”

Roy added: “As our Innovation Pacesetters 2025 report highlights, product innovation, from new flavour combinations and premium gifting formats to modernised takes on heritage recipes, is redefining how consumers celebrate, not just in the UK but across Europe.”

So, as GBBO crowns its champion, the nation’s real ‘cake-off’ is only just beginning. Will the traditional, rich Christmas cake regain its crown, or will the continental challengers rise to the occasion and once again steal the show this festive season?