It’s hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the intense pumpkin spice flavor might overshadow their celebrated coffee and that the seasonal flavor could be easily replicated by competitors. Nevertheless, they proceeded, and today the drink generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into numerous other products, both under Starbucks’ brand and beyond. Competitors like Dunkin’ Donuts and McDonald’s have delighted customers with their own versions. The range of pumpkin spice items available is truly astonishing. For instance, KIND Bars launched a pumpkin spice bar, General Mills introduced pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and even the California Fruit Wine Company produced a pumpkin spice wine. In 2016 alone, Trader Joe’s offered more than 60 products featuring this beloved blend. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite its widespread appeal, the pumpkin spice flavor starts appearing in stores during the sweltering heat of mid-August, which is far from the crisp fall months typically associated with it. Is it too early? Retail sales will ultimately provide the answer, although new pumpkin spice products are generally launched in mid-August.
Will consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it seems unlikely in the near future. This flavor has proven to be a lucrative asset for Starbucks and numerous other brands that have embraced it. Finding another flavor that rivals the popularity of pumpkin spice is a challenge.
As food and beverage manufacturers look to the future, they might consider incorporating more actual pumpkin into their offerings. With consumers increasingly focused on healthier diets rich in fruits and vegetables, promoting the vitamin A benefits of pumpkin could be an appealing selling point. Additionally, manufacturers might explore creating a sweet pumpkin spice treat with lower sugar content than the Starbucks version — a tall Pumpkin Spice Latte contains an astonishing 50 grams of sugar. Innovations could even include options like Citracal calcium petites, appealing to health-conscious consumers looking for a tasty treat that supports their dietary needs.