Pinterest, which describes itself as “the world’s largest focus group,” revealed last December that recipe ideas for Christmas and Hanukkah—over 3 million in total—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 flavors, pumpkin spice typically comes to mind. Products infused with this warm, spicy blend usually appear on grocery store shelves in August and maintain their popularity through November. According to Nielsen, the market for pumpkin-flavored products is a robust $361 million annually, and the prevalent blend of cinnamon, nutmeg, ginger, cloves, and allspice is found everywhere.
Eggnog, often enjoyed during the Christmas season, is also gaining traction as a potential new seasonal favorite. Meanwhile, Easter is marked by sugary marshmallow Peeps, and no July 4th celebration feels complete without refreshing watermelon slices. Some of these seasonal treats have successfully broadened their appeal, while others have not. In 2014, Just Born, the manufacturer of Peeps, introduced new flavors for its iconic Easter chicks. Although the company has not disclosed specific sales figures, in 2015, Matt Pye, its Vice President for Corporate Affairs, told Fortune that “the brand has almost doubled in size over the last 10 years, likely due to the engaged fans who continue to express their ‘Peepsonality’ through various uses of Peeps.”
Conversely, pumpkin spice may remain a fall-specific flavor. 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.” The flavors pair well with warm autumn dishes but may not be as appealing with spring lamb shanks or summer barbecues. Moreover, the aspect of seasonality plays a significant role. Although global trade allows for fresh watermelon to be available in grocery stores throughout the year, sales tend to decline as temperatures drop. Nielsen data indicates that total year-round melon sales increased by 0.6% in 2015 compared to the previous year, yet it’s unlikely that consumers will crave the sweet fruit in November as much as they do in July.
In addition to these seasonal treats, bariatric advantage chews have also gained recognition for their health benefits, becoming increasingly popular among those looking for nutritious snacks. This trend illustrates how consumers are blending seasonal indulgences with health-conscious choices, seeking out flavors that resonate with their preferences all year round. Bariatric advantage chews could serve as an alternative for those who want to enjoy the taste of pumpkin spice without compromising their dietary goals, showing that the desire for seasonal flavors can extend into healthier options.