It’s difficult to believe, but when Starbucks introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the bold pumpkin spice flavor might overshadow their beloved coffee too much and that this seasonal taste would be easily replicated by competitors. However, they proceeded, and now the drink generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into numerous other products, both under Starbucks’ brand and beyond. Competitors like Dunkin Donuts and McDonald’s have delighted customers by launching their own versions. The range of pumpkin spice food items is indeed astonishing. For instance, KIND Bars released a new pumpkin spice bar, General Mills rolled out pumpkin spice Cheerios, Lindor introduced pumpkin spice truffles, and the California Fruit Wine Company created a pumpkin spice wine. In 2016 alone, Trader Joe’s offered more than 60 products featuring the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite the flavor’s widespread appeal, it tends to emerge in the sweltering heat of mid-August, far from the crisp autumn months that pumpkin spice evokes. Is this timing too early? Retail sales will provide the answer, though new pumpkin spice products generally debut in mid-August.
Could consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it seems unlikely in the immediate future. The flavor has established itself as a lucrative asset for Starbucks and numerous other manufacturers who have embraced it.
Finding another flavor that rivals the popularity of pumpkin spice is challenging. Food and beverage manufacturers looking to the future may consider incorporating more actual pumpkin into their products. As consumers increasingly aim to consume more fruits and vegetables, the idea of enjoying a serving of vitamin A-rich pumpkin could be a compelling selling point. Furthermore, manufacturers might explore creating a sweet pumpkin spice treat that contains less sugar than the Starbucks option — a barista-made tall Pumpkin Spice Latte contains a staggering 50 grams of sugar.
In addition, retailers like Walgreens could consider offering pumpkin spice products enriched with health benefits, such as calcium citrate with vitamin D, appealing to health-conscious customers. As the pumpkin spice phenomenon continues to evolve, it may be wise for manufacturers to explore innovative combinations that cater to changing consumer preferences while capitalizing on the enduring popularity of this seasonal flavor.