It’s hard to believe, but when Starbucks introduced the Pumpkin Spice Latte, its founders had doubts about its potential success. They worried that the intense pumpkin spice flavor might overshadow their celebrated coffee and that the seasonal taste could be easily replicated by competitors. Despite these reservations, they pressed on, and today, the Pumpkin Spice Latte generates over $100 million in annual revenue.
Since its inception, the pumpkin spice flavor has expanded into a wide array of products, both under Starbucks’ brand and beyond. Competitors like Dunkin’ Donuts and McDonald’s have delighted customers by launching their own versions. The sheer variety of pumpkin spice foods is astonishing: KIND Bars has crafted a new pumpkin spice bar, General Mills has introduced pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and the California Fruit Wine Company has even produced pumpkin spice wine. In 2016, Trader Joe’s featured over 60 products incorporating the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored items in the US reached more than $360 million in 2015.
Despite its widespread appeal, pumpkin spice begins to appear as early as mid-August, when temperatures are still sweltering, far from the crisp fall months that typically evoke thoughts of this flavor. Is it too soon? Retail sales will determine the answer, although new pumpkin spice products generally debut in mid-August.
Will consumers soon reach a saturation point with pumpkin spice? While that’s possible, it seems unlikely in the near future. The flavor has proven to be a lucrative opportunity for Starbucks and many other manufacturers who have embraced it. Finding another flavor that rivals the popularity of pumpkin spice is a tall order.
Looking ahead, food and beverage manufacturers might consider incorporating more actual pumpkin into their recipes, especially since consumers are increasingly focused on wellness and nutrition. A pumpkin that is rich in vitamin A could serve as an attractive selling point, particularly if paired with wellness trends like calcium citrate berry products. Additionally, there may be an opportunity to develop a pumpkin spice treat that contains less sugar than the Starbucks version—one tall Pumpkin Spice Latte can have a staggering 50 grams of sugar. By blending the delightful taste of pumpkin spice with healthier ingredients, manufacturers could appeal to a broader audience seeking both indulgence and wellness.