It is estimated that the Brazilian consumed nearly 125 million units of Panettones of several sizes last year. It was a record. This time, however, the mark will be overcome. The industry expects the sales to reach 150 million units – growth of 20% compared to the previous Christmas season. Bauducco, owned by Pandurata Alimentos, plans selling 58 million units, compared to the 50 million last year, when there was a shortage of the delicacy at the end of the Christmas rush. Arcor, owner of the brands Triunfo, Arcor and Aymoré, expects to sell 20% more this year. Ofner plans reaching 350 tons - 9% more than in 2009. Grupo Pão de Açúcar, which also has its own production, expects sales 20% greater than last year. "The percentage of people buying Panettones during the Christmas season increased in 2009", says Paulo Cardamone, Marketing Officer of Bauducco. According to him, two years ago, 46.5% of the population of the country consumed the product at least once from October to December. Last year, that number grew to 51.7%. This season, Bauducco will sell only in the Northeast a Panettone smaller than the most traditional size, of 500 grams. The new format, with 400 grams, will cost 15% less. "The idea is to offer a product that allows less disbursement to increase the consumption in the region", says Cardamone. Today, São Paulo still concentrates 60% of the sales. But there is, however, a bitter piece of news for the lovers of the Christmas bread: the prices this year will be, on average, 5% higher than in 2009. "The consumers should not be intimidated by the new prices, since at the end the increase is not that expressive", says Rodrigo Peçanha, Marketing Manager for cookies and baked products of Arcor. The Panettone with fruits and almonds weighing 700 grams – one of the bets of the company - has suggested price of R$ 10 (US$ 6). The traditional Bauducco 500-gram Panettone will also cost on average R$ 10 (US$ 6). The brand is the market leader, withholder of 40% of the national market. The share is, however, smaller than that of other years. In 2008, for instance, the company had 60% of the market. "The competition grew too much and now there are many options of cheaper panettones. But the fall in the market share does not disturb us since the market is growing for everyone", says Cardamone. Last year, the company invested R$ 20 million (US$ 10.2 million) in the seasonal campaign of the product. Now, they will be R$ 25 million (US$ 14.7 million). At Bauducco, one of the special features of the brand is the master dough of the Panettone. It is the dough a piece of which is taken from to ferment the entire production of the season. "Every year we take a little piece of it to start the production", says Cardamone. The master dough used today is the same of that used 58 years ago, when the company was founded. It is kept and grown at an ideal temperature and humidity – according to him – in secret.
