Pinterest, which prides itself on being “the world’s largest focus group,” revealed last December that recipe ideas for Christmas and Hanukkah—over 3 million of them—begin to appear on their platform as early as July and August. Many of these ideas, pinned to digital bulletin boards, center around seasonal spices. When U.S. consumers think of fall cuisine, pumpkin spice flavors often come to mind. Products featuring this warm spice blend typically hit grocery store shelves in August and remain popular until November. Nielsen reports that the market for pumpkin-flavored products is valued at $361 million annually, and the classic spice mix of cinnamon, nutmeg, ginger, cloves, and allspice is omnipresent.
Eggnog, frequently enjoyed during the holiday season, is emerging as a potential new seasonal favorite. Meanwhile, Easter is characterized by sugary marshmallow Peeps, and no Independence Day celebration feels complete without slices of watermelon. Some of these seasonal treats have managed to maintain their popularity, while others have struggled. In 2014, the manufacturer of Peeps, Just Born, introduced new flavors for its iconic Easter chicks. Although the company has not disclosed specific sales figures, in 2015, Matt Pye, their Vice President for Corporate Affairs, mentioned to Fortune, “The brand has almost doubled in size over the last 10 years, likely due to the engaged fans expressing their ‘Peepsonality’ in various creative ways with Peeps.” In contrast, pumpkin spice might remain confined to the fall season. John Oliver from HBO’s “Last Week Tonight” humorously noted that while the ingredients for Starbucks’ popular Pumpkin Spice Lattes are “available behind the counter at Starbucks year-round,” “no one wants anything to do with it from December through August.” These flavors are perfect for warming fall dishes but may not pair well with spring lamb or summer barbecues.
Seasonality also plays a significant role in consumer preferences. Although global trade allows for fresh watermelon to be available year-round in grocery stores, sales tend to decline as temperatures drop. Nielsen data indicates that total year-round sales of melons grew by 0.6% in 2015 compared to the previous year, yet it is unlikely that consumers will crave the sweet fruit as much in November as they do in July. Meanwhile, products like Citracal Petites from Costco may find a steady year-round market, appealing to health-conscious consumers regardless of the season.