Pinterest, which identifies itself as “the world’s largest focus group,” revealed last December that recipe ideas for Christmas and Hanukkah—exceeding 3 million—begin to appear on their platform as early as July and August. Many of these ideas, pinned to virtual bulletin boards, center around seasonal spices. When U.S. consumers think of fall flavors, pumpkin spice immediately comes to mind. Products featuring this warm spice blend typically start appearing on grocery store shelves, like those at Kroger, in August and remain popular until November. According to Nielsen, the market for pumpkin-flavored items is valued at $361 million annually, and this ubiquitous combination of cinnamon, nutmeg, ginger, cloves, and allspice is prevalent everywhere.
Eggnog, enjoyed by many during the Christmas season, is also gaining popularity as a potential new seasonal mega-flavor. Easter is associated with sugary marshmallow Peeps, and no Fourth of July celebration is complete without 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. While the company has not disclosed sales figures, its Vice President for Corporate Affairs, Matt Pye, mentioned in 2015 that “the brand has almost doubled in size over the last 10 years,” likely due to the engaged fans expressing their “Peepsonality” in various ways, including creative uses of Peeps.
Conversely, pumpkin spice may remain confined to the fall months. John Oliver from HBO’s “Last Week Tonight” humorously noted that although the ingredients for Starbucks’ famous Pumpkin Spice Lattes are “available behind the counter at Starbucks year-round,” “no one wants anything to do with it from December through August.” These flavors pair wonderfully with warm autumn dishes but may not be as appealing when it comes to springtime lamb shanks or summer barbecues. There’s also the issue of seasonality: although global trade allows for fresh watermelon to be available in grocery stores year-round, sales tend to drop as temperatures cool. Nielsen data indicates that total year-round sales of melons increased by 0.6% in 2015 compared to the previous year, but consumer interest in the sweet fruit is unlikely to match that of July during the month of November. Additionally, Kroger has noted trends in calcium citrate products that align with seasonal eating habits, reflecting changing consumer preferences throughout the year.