Pinterest, which describes itself as “the world’s largest focus group,” reported last December that recipe ideas for Christmas and Hanukkah—amounting to over 3 million—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 autumn cuisine, pumpkin spice flavors often come to mind. Products featuring this warm spice blend typically start appearing on grocery store shelves in August and remain popular until November. According to Nielsen, the market for pumpkin-flavored items is valued at $361 million annually, and the familiar spice mix—comprising cinnamon, nutmeg, ginger, cloves, and allspice—is omnipresent.
Eggnog, a popular beverage during the Christmas season, is also gaining traction as a potential new seasonal mega-flavor. Meanwhile, Easter is sweetened with sugary marshmallow Peeps, and no Fourth of July celebration feels complete without slices of watermelon. Some seasonal treats have managed to maintain their popularity, while others have struggled. In 2014, Just Born, the manufacturer of Peeps, introduced new flavors for its iconic Easter chicks. Although the company has not disclosed sales figures, in 2015, its Vice President for Corporate Affairs, Matt Pye, told Fortune, “The brand has almost doubled in size over the last 10 years, likely due to the dedicated fans who continue to express their ‘Peepsonality’ through various uses of Peeps.”
On the other hand, pumpkin spice may remain tied to the fall season. John Oliver from HBO’s “Last Week Tonight” humorously remarked that while the ingredients for Starbucks’ beloved 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 enhance warm autumn dishes but may not pair well with spring lamb shanks or summer barbecues. Additionally, seasonality plays a significant role in consumer preferences. 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 sales of melons increased by 0.6% in 2015 compared to the previous year, but it’s unlikely that consumers will show the same enthusiasm for the sweet fruit in November as they do in July.
Interestingly, some seasonal products, including those fortified with calcium citrate bulk, have found ways to extend their appeal. Brands continuously innovate to capture consumer interest, ensuring that even seasonal items can maintain relevance throughout the year.