If you search ‘Christmas breads for gifts‘ or ‘panettone‘ on Amazon USA today, one thing becomes obvious: Brazil has officially entered the chat.
From Macy’s Holiday Shops to Publix in Florida, HEB in Texas, and Pavilions in California, Brazilian panettone has become an American holiday essential — competing head-to-head with the Italians and winning shelf space season after season.
And this year, even a hefty 50% tariff couldn’t stop the rise.
From “saudade food” to American holiday star
The U.S. is now the largest importer of Brazilian panettone, buying 3.2 thousand tons in 2024 alone — a market worth over US$ 12 million. While the tradition came from Italian immigrants, Brazil transformed panettone into a global product, home to the largest panettone-exporting factory in the world.
For decades, panettone occupied a nostalgic niche in the U.S., mostly among Brazilians and Italians. But the landscape changed.
Today, American consumers — from New York to Los Angeles — have fully embraced the soft, fragrant holiday bread as a luxury seasonal treat.
2025: The Year Brazil Dominated the Shelves
Despite facing a surprise import tariff of 50% this season, Brazilian export volumes remained strong. According to industry data shared by Jornal do Comércio, shipments to the U.S. reached 2.5 thousand tons by September 2025, up more than 32% from the previous year.
Why didn’t the tax scare brands away? Because this market is too strategic — and too lucrative — to lose.
Rodrigo Iglesias, international director at Abimapi, explained to Jornal do Comércio that companies anticipated shipments and accelerated negotiations to ensure the holiday campaigns would not be affected:
“These are highly planned and strategic sales, with strong returns for the brands and few substitutes,” he told Jornal do Comércio.
In other words: Brazilian companies played the long game — and it paid off.
The Rise of the Brazilian Premium Panettone
Two brands, in particular, have helped shift American perception of panettone from a basic holiday bread to a gourmet gift: Ofner and Bauducco.
Ofner: Brazil’s Gourmet Darling Lands at Aventura Mall
Since entering the U.S. market, São Paulo’s beloved Ofner has expanded with impressive speed. In 2025, the brand doubled its export volume compared to last year.
In an interview with Jornal do Comércio, Carol Rocha, Country Manager of Ofner Americas, celebrated their incredible momentum:
“We opened pre-sales in early October, are available on Amazon and Macy’s, and now in November we’re opening our own kiosk at Aventura Mall. We’re physically present in hundreds of stores across the country.”
Ofner has become a premium favorite, especially its elegant Genovese line — lower, wider, wrapped in gift-worthy packaging, and positioned as a luxury holiday present.
This year, Ofner even landed on Food & Wine’s list of top five panettoni for holiday gifting.
The Panettone Genovese Chocolate Drops was chosen as the best pick for chocolate lovers, placing a Brazilian brand among the global elite.
Other hits include:
- Traditional fruit panettone
- Truffled chocolate
- Pistachio
- And the new Biscofner, a collaboration with the iconic Biscoff cookies popular across the U.S.
Interestingly, 40% of Ofner’s customers in the U.S. are not Brazilian — proof that panettone “made in Brazil” has universal appeal.
And even with a 50% tariff, the brand chose to absorb nearly the entire cost to keep prices consistent.
“We honored our commitments despite the impact of the tariff,” Rocha told Jornal do Comércio.
A long-term brand strategy — not just seasonal sales — is guiding their expansion.
Bauducco: The Brazilian Giant Leading the Market
No discussion about panettone in the U.S. is complete without Bauducco — the Brazilian powerhouse behind the world’s largest panettone operation.
Bauducco arrived in America in 1979, originally to serve Brazilian and Italian immigrants craving a taste of home. Today, the brand holds around 80% of the U.S. panettone market. And their footprint keeps growing.
A U.S. manufacturing empire
- 2018: Bauducco opens its first American factory in Miami.
- 2025–2026: A new factory in Tampa is set to launch, expanding production capacity.
- Beyond panettone, Bauducco is now America’s second-largest wafer brand, according to Nielsen.
Stefano Mozzi, the company’s international business head, explained to Jornal do Comércio that Bauducco’s success is rooted in authenticity:
“We are the largest panettone producer in the world, and that comes from Brazil. Our massa madre arrived from Italy in 1952 and is the base of all our panettones and chocotonnes.”
Transporting this 70-year-old natural starter across continents is no small feat — but it’s part of what gives Bauducco that signature texture and aroma Americans keep coming back for.
A brand that speaks America’s language
Bauducco invests heavily in U.S. marketing:
- A giant Times Square digital billboard
- Campaigns in English and Spanish
- Disney collaborations at Disney Springs
- In-store activations across hundreds of supermarkets
This season, the company officially launched its Chocottone sub-brand in the U.S., along with local-only flavors like:
- Vanilla Panettone
- The new Peanut Butter Chocottone, designed exclusively for American tastes
Bauducco isn’t just selling panettone — it’s shaping U.S. holiday tradition.
Why Americans Love Brazilian Panettone
A few reasons explain the phenomenon:
✔ Premium quality
Brazilian manufacturers perfected the technique over decades, modernizing recipes without losing artisanal roots.
✔ Innovative flavors
From truffled chocolate to peanut butter, Brazil understands the American sweet tooth.
✔ Gift-ready packaging
Brazilian brands treat panettone as a luxury gift item — a huge advantage during the holiday season.
✔ Smart distribution
Presence on Amazon, Macy’s, Walmart, and major supermarket chains ensures accessibility.
✔ Emotional appeal
Panettone feels festive, indulgent, and sharable — everything Americans want in a holiday treat.
Brazil Has Officially Won a Spot on the American Holiday Table
Whether it’s a Genovese wrapped for Thanksgiving dinner or a Chocottone sliced on Christmas morning, Brazilian panettone has crossed over from immigrant nostalgia to mainstream indulgence.
As the 2025–26 holiday season unfolds, one thing is clear:
The best panettone Americans will eat this year is “Made in Brazil.”
And that’s a holiday success story worth celebrating.
