It may be hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the robust pumpkin spice flavor might overshadow their celebrated coffee too much and that the seasonal flavor could easily be replicated by competitors. Nevertheless, they proceeded, and today, it generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into numerous other products, both under the Starbucks brand and beyond. Competitors like Dunkin Donuts and McDonald’s have crafted their own versions, much to the delight of customers. The range of pumpkin spice foods is truly remarkable. For instance, KIND Bars launched a new pumpkin spice bar, General Mills introduced pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and the California Fruit Wine Company even unveiled a pumpkin spice wine. In 2016 alone, Trader Joe’s offered more than 60 products that featured the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the United States surpassed $360 million in 2015.
Despite its popularity, pumpkin spice products often start appearing during the sweltering heat of mid-August, far from the crisp autumn months that the flavor evokes. Is this timing too early? Retail sales will provide the answer, although new pumpkin spice items typically hit the shelves 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. The flavor has proven to be a lucrative venture for Starbucks and the numerous other brands that have embraced it.
Finding another flavor that rivals the popularity of pumpkin spice is challenging. If food and beverage manufacturers are looking ahead at the flavor’s future, they might consider incorporating more actual pumpkin. With consumers increasingly aiming to include more fruits and vegetables in their diets, highlighting the vitamin A-rich pumpkin could be a compelling selling point. Additionally, manufacturers could explore creating a sweet pumpkin spice treat that is lower in sugar than the Starbucks drink — a tall Pumpkin Spice Latte from a barista contains an astounding 50 grams of sugar.
Moreover, as health trends evolve, products like calcium citrate with vitamin D liquid could potentially be infused into pumpkin spice offerings, adding nutritional benefits and appealing to health-conscious consumers. In this way, brands can cater to the growing demand for products that combine indulgence with wellness, ensuring that the pumpkin spice phenomenon continues to thrive.