It’s hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the bold pumpkin spice flavor might overshadow their prized coffee and that competitors would easily replicate the seasonal taste. However, they decided to proceed, and today the Pumpkin Spice Latte generates over $100 million in annual revenue for the company.
Since its debut, the pumpkin spice flavor has expanded into a myriad of other products, both within Starbucks and beyond. Rival coffee chains, such as Dunkin’ Donuts and McDonald’s, have delighted their customers by launching their own pumpkin spice offerings. The range of pumpkin spice food items is truly astonishing. For instance, KIND Bars introduced a new pumpkin spice soft chew, General Mills rolled out pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and even the California Fruit Wine Company crafted a pumpkin spice wine. In 2016, Trader Joe’s alone featured over 60 different products incorporating 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 typically begins to appear in the sweltering heat of mid-August, which is far removed from the crisp autumn months that pumpkin spice evokes. Is this timing too early? Retail sales will provide the answer, although new pumpkin spice products generally start hitting the shelves in mid-August.
Could consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it seems unlikely in the near future. The flavor has proven to be a lucrative venture for Starbucks and numerous other brands that have embraced it. It’s challenging to find another flavor that matches the popularity of pumpkin spice. As food and beverage manufacturers look to the future, they might consider incorporating more actual pumpkin into their products. With consumers increasingly focused on healthier eating, the idea of enjoying a treat that also includes a serving of vitamin A-rich pumpkin could be an appealing proposition. Additionally, companies might explore creating sweet pumpkin spice soft chews that contain less sugar than the Starbucks beverage, which boasts a staggering 50 grams of sugar in a tall Pumpkin Spice Latte.