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Even Under Tariffs of Up to 50% Between August and November 2025, Brazilian Panettone Increased Export Value by 2.8% and Volume by 4.4%, Shipped 5.1 Thousand Tons in Eleven Months, Reached US$ 20.6 Million and Reached About 50 Countries, Including the United States, Japan, Australia, and Peru.
Driven by external demand and aggressive pricing strategies, the brazilian panettone managed to grow in 2025 even under Donald Trump’s tariff hike. In the first eleven months of 2025, exports advanced 2.8% in value and 4.4% in volume, totaling 5.1 thousand tons and US$ 20.6 million in sales worldwide.
Between August and mid-November 2025, shipments faced tariffs of 50% for the main destination, the United States, which were later reduced to 10% in the early months of the U.S. president’s term after negotiations with the Brazilian government. This movement consolidates the recovery that began in 2024, after the impact of the COVID-19 pandemic on the international panettone market.
Growth With High Tariff and Compressed Margins
Even with the pressure from the tariff hike, the panettone industry in Brazil avoided losing market share by adopting a strategy of reducing profit margins and focusing on volume.
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According to Abimapi, companies in the sector maintained planned deliveries for the first half of 2025, ensuring presence on international shelves during the peak holiday season.
In practice, this meant absorbing a significant part of the impact from the tariffs to avoid passing the full increase onto the end consumer.
The result was that the brazilian panettone managed to increase its share in value and volume, even in a scenario of higher costs and political uncertainties in relations with the United States.
United States Continue to Drive Foreign Sales
The United States remains an unavoidable destination for brazilian panettone. In 2025, the country accounted for more than half of exports, with approximately US$ 11.2 million in sales and about 3 million kilograms shipped, equivalent to around 3 thousand tons. Even under extra tariffs and volatile exchange rates, the value sold to Americans still grew by 1.2% over the year.
For this market, the industry focuses on specific versions, tailored to local taste, such as red velvet panettones and fillings inspired by peanut butter.
The diversification of flavors coexists with the traditional product, opening space for American retail chains to launch seasonal panettone lines with a Brazilian signature.
The strategy of companies was to anticipate contracts and concentrate deliveries in the early months of 2025, minimizing stock rupture risks during the Christmas season.
Iglesias, from Abimapi, emphasizes that the planned deliveries to the United States occurred as expected, avoiding disruptions in the main export market.
Peru Reacts, Neighbors Advance, and the Saudade Market Grows
The largest per capita consumer of panettone in the world, Peru had sharply reduced purchases from Brazil in 2024, amid what Abimapi describes as fluctuations in the Peruvian economic dynamics.
In 2025, the country regained its appetite for the product and registered the highest percentage growth among the main buyers, with approximately US$ 1.2 million in value and 0.3 million kilograms imported.
In the neighborhood, Paraguay, Argentina, Uruguay, Venezuela, Mexico, and the Dominican Republic also appear among the ten largest destinations, with purchases ranging from US$ 0.5 million to US$ 1.7 million per year.
In these countries, where there are significant Brazilian communities, the so-called saudade market drives the consumption of panettone with chocolate chips and stuffed versions, reminiscent of flavors found in Brazilian supermarkets.
This effect is particularly visible in regions with a strong immigrant presence, where the brazilian panettone competes both with local brands and products imported from other countries, but preserves a difference linked to the emotional memory of holiday festivities.
Asia and Oceania Open New Frontiers for Brazilian Panettone
Another highlight of 2025 is the entry of brazilian panettone into new markets in Asia and Oceania. Australia, China, Hong Kong, New Zealand, and Singapore have started receiving the product, expanding the geographic reach of the category and opening room for growth in high-income regions.
According to Abimapi, companies have been working to understand the different ways to access the Asian market, with a special focus on digital strategies.
The use of marketplaces and e-commerce actions is seen as key to positioning the brazilian panettone in a highly competitive environment dominated by large online retail platforms.
Presence in countries like China and Singapore also helps to strengthen the image of the product as a premium confectionery item, associated with festive dates and a differentiated consumption experience, which goes beyond the Italian or Brazilian origin audience.
Two Decades of Work Between Abimapi and ApexBrasil Sustain Expansion
Behind the increase in exports is over 20 years of promotional work conducted by Abimapi in partnership with ApexBrasil.
In 2025 alone, 10 specific actions for the segment were carried out, distributed across 6 international fairs, 2 business missions, and 2 business rounds with foreign buyers.
This systematic effort in commercial promotion, tastings, meetings with importers, and presence at major international events helps to consolidate the brazilian panettone as a recognized product on the global shelf, not merely as a seasonal item, but as a symbol of Brazil’s industrial confectionery.
The continuity of this work is considered essential by the sector given the still unstable environment, marked by possible changes in tariffs, logistics costs, and health requirements in different parts of the world.
Perspectives and Challenges for the Coming Years
The performance of the first eleven months of 2025 indicates that the brazilian panettone enters the upcoming holiday seasons in a more comfortable position than in the post-pandemic period, with consolidated channels and presence in about 50 countries.
The diversification of markets, with entry into Asia and Oceania, reduces exclusive dependence on the United States.
At the same time, the sector knows that the holiday cycle remains subject to cost volatility, global economic instability, and potential revisions of American tariffs.
And you, do you think that the exported brazilian panettone is already on par with the best in the world or is there still much room for evolution in price, quality, and variety?
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