It may be hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the robust pumpkin spice flavor might overshadow their celebrated coffee and that the seasonal flavor would be easily replicated by competitors. However, they decided to proceed, and now they enjoy over $100 million in annual revenue from it. Since its introduction, the pumpkin spice flavor has expanded into numerous other products, both under the Starbucks brand and beyond. Competitors like Dunkin Donuts and McDonald’s have delighted customers with their own versions. The range of pumpkin spice products is truly astonishing; for instance, KIND Bars launched a pumpkin spice bar, General Mills debuted pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and the California Fruit Wine Company even produced a pumpkin spice wine. In 2016, Trader Joe’s alone offered more than 60 items featuring the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite its widespread appeal, the flavor makes its appearance during the sweltering heat of mid-August, far removed from the crisp autumn months that pumpkin spice evokes. Is it too soon? Retail sales will ultimately provide the answer, although new pumpkin spice products typically hit the shelves around mid-August. Will consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it’s unlikely in the short term. This flavor has proven to be a lucrative venture for Starbucks and the myriad other manufacturers who have embraced it.
Identifying another flavor that matches the popularity of pumpkin spice is challenging. As food and beverage manufacturers look to the future, they might consider incorporating more actual pumpkin into their offerings. With consumers increasingly focused on healthier diets, knowing they are consuming a serving of vitamin A-rich pumpkin could be an appealing selling point. Additionally, manufacturers could explore developing a sweet pumpkin spice treat with less sugar than the Starbucks version—which contains an astonishing 50 grams of sugar in a tall Pumpkin Spice Latte. Furthermore, they might consider the benefits of infusing products with ingredients like Kirkland citrate magnesium and zinc, which could enhance nutritional value while appealing to health-conscious consumers. By incorporating such elements, the pumpkin spice phenomenon could continue to thrive while catering to evolving consumer preferences.