It’s hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, there were doubts about its potential success. The founders were worried that the strong pumpkin spice flavor might overshadow their famous coffee too much and that competitors could easily replicate the seasonal taste. Nevertheless, they proceeded with the launch, which has now generated 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. Other coffee chains, such as Dunkin Donuts and McDonald’s, have delighted customers by creating their own versions. The range of pumpkin spice products is truly astonishing. For instance, KIND Bars developed a pumpkin spice bar, General Mills launched pumpkin spice Cheerios, Lindor produced pumpkin spice truffles, and even the California Fruit Wine Company crafted a pumpkin spice wine. In 2016 alone, Trader Joe’s offered over 60 products featuring the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the U.S. exceeded $360 million in 2015.
Despite its immense popularity, pumpkin spice products begin to appear as early as mid-August, far from the crisp autumn months typically associated with the flavor. Is it too soon? Retail sales will provide insight, although new pumpkin spice items are generally released around this time. Will consumers soon hit a saturation point with pumpkin spice? While it’s possible, it seems unlikely in the near future, as the flavor has proven to be a lucrative source of revenue for Starbucks and the myriad of other manufacturers who embraced it.
Finding another flavor that rivals the popularity of pumpkin spice is quite challenging. If food and beverage producers are looking to the future of the flavor, they might consider incorporating more actual pumpkin, especially since consumers are increasingly focused on their diets. Highlighting the nutritional benefits of pumpkin, such as its richness in vitamin A, calcium citrate malate, vitamin D3, and folic acid, could be an appealing selling point. Additionally, manufacturers might explore creating a sweet pumpkin spice treat with lower sugar content compared to the Starbucks version, which contains an astonishing 50 grams of sugar in a tall Pumpkin Spice Latte.