It’s hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the robust pumpkin spice flavor overshadowed their renowned coffee too much and that the seasonal flavor would be easy for competitors to replicate. Nonetheless, they decided to proceed, and now the drink generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into a variety of products, both under Starbucks’ name and elsewhere. Competing coffee brands, such as Dunkin’ Donuts and McDonald’s, have created their own versions to the delight of consumers. The range of pumpkin spice food items is astonishing. For instance, KIND Bars launched a new pumpkin spice bar, General Mills introduced pumpkin spice Cheerios, Lindor crafted pumpkin spice truffles, and the California Fruit Wine Company even made a pumpkin spice wine. In 2016 alone, Trader Joe’s carried over 60 products featuring the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the United States exceeded $360 million in 2015.
Despite its popularity, pumpkin spice products begin to emerge in the sweltering heat of mid-August, far removed from the cool autumn months typically associated with the flavor. Is this timing too early? Retail sales will ultimately provide the answer, although new pumpkin spice items are generally launched around mid-August.
Will consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it seems unlikely in the near future. The flavor has proven to be a lucrative asset for Starbucks and numerous other manufacturers that have embraced it. It’s challenging to find another flavor that rivals the popularity of pumpkin spice.
As food and beverage manufacturers look to the future, they might consider incorporating more actual pumpkin into their products. With consumers increasingly focused on healthier options, knowing they are getting a serving of vitamin A-rich pumpkin, alongside calcium citrate malate and vitamin D3 tablets, could be a compelling selling point. Additionally, manufacturers could explore creating a sweet pumpkin spice treat that contains less sugar than the Starbucks drink, which has a staggering 50 grams of sugar in a tall Pumpkin Spice Latte.