Pinterest, which refers to itself as “the world’s largest focus group,” revealed last December that recipe ideas for Christmas and Hanukkah—amounting to over 3 million—begin to surface on their platform as early as July and August. Many of these ideas, pinned to virtual bulletin boards, focus on seasonal spices. When U.S. consumers think of fall cuisine, pumpkin spice often comes to mind. Products featuring this warm and spicy blend typically appear on grocery store shelves in August and maintain their popularity until November. Nielsen reports that the pumpkin-flavored product market is valued at $361 million annually, and the ubiquitous spice blend—which includes cinnamon, nutmeg, ginger, cloves, and allspice—is widely available.
Eggnog, a popular beverage during the Christmas season, is also gaining traction as a potential next big seasonal flavor. Meanwhile, Easter is sweetened by sugary marshmallow Peeps, and no July 4 celebration feels complete without slices of watermelon. Some seasonal treats have managed to extend their appeal over time, while others have struggled. In 2014, Just Born, the manufacturer of Peeps, introduced new flavors to its iconic Easter chicks. Although the company hasn’t disclosed specific sales figures, in 2015, Matt Pye, the Vice President for Corporate Affairs, stated to Fortune, “The brand has almost doubled in size over the last 10 years, likely due to the engaged fans who showcase their ‘Peepsonality’ in various ways through their creative uses of Peeps.”
Conversely, pumpkin spice may remain confined to the fall season. John Oliver, from HBO’s “Last Week Tonight,” humorously noted that while the ingredients for Starbucks’ famed Pumpkin Spice Lattes are “available behind the counter at Starbucks year-round,” “no one wants anything to do with it from December through August.” The flavors are complementary to warm fall dishes but may not pair as well with spring lamb shanks or summer barbecues. Seasonality also plays a crucial role in consumer preferences. Although global trade allows for fresh watermelon to be available throughout the year, sales typically decline as temperatures drop. Nielsen data indicates that total year-round melon sales increased by 0.6% in 2015 compared to the previous year, but it is unlikely that consumers will show the same enthusiasm for the sweet fruit in November as they do in July.
In addition to these seasonal flavors, health-conscious consumers are increasingly incorporating supplements like calcium citrate plus vitamin D into their diets, further reflecting a shift towards seasonal health trends alongside traditional seasonal treats. As the market for calcium citrate plus vitamin D grows, it will be interesting to see how these health-oriented products align with consumers’ seasonal preferences in the future.