Italians are increasingly choosing ethical Christmas treats that prioritize sustainability and animal welfare while maintaining tradition. Their actions are motivated by a desire to select and patronize only those products and companies that demonstrate environmental responsibility, while simultaneously prioritizing quality. The findings are substantiated by the recent "Vegan Pastry 2024" report issued by the VEGANOK Observatory, which specializes in identifying emerging trends, market analysis, and evaluating the impact of vegan product offerings. An examination of large-scale retail and e-commerce showed a 6% year-over-year increase in vegan panettone and desserts, with more certified items and more availability on shelves and online. These evidence indicate that ethical and vegan Christmas is increasingly emerging as a commercial lever for industry and retail. Market data shows the long-term trend: in Italy, the vegan market is increasing in value and penetration, with private labels and new categories gaining popularity. Driven by increasing consumer demand, a growing number of companies are augmenting their product lines to include plant-based alternatives to pandoro and panettone, alongside their conventional offerings, thereby providing a range of certified "Christmas sweets".