It’s hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, its creators were uncertain about its potential success. There were worries that the bold pumpkin spice flavor might overshadow their celebrated coffee too much and that the seasonal taste could be easily replicated by competitors. Nevertheless, they proceeded, and today, it generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into a plethora of other products, both under the Starbucks brand and beyond. Competitors in the coffee market, such as Dunkin’ Donuts and McDonald’s, have delighted customers with their own variations. The range of pumpkin spice items is truly astonishing. KIND Bars has crafted a new pumpkin spice bar, General Mills has launched pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and even the California Fruit Wine Company has introduced a pumpkin spice wine. In 2016 alone, Trader Joe’s featured more than 60 products that embraced the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the United States exceeded $360 million in 2015.
Despite the flavor’s widespread appeal, it typically makes its appearance in the sweltering heat of mid-August, far 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 are generally launched around mid-August. Will consumers soon reach a saturation point with pumpkin spice? It’s a possibility, but unlikely in the near future. The flavor has proven to be a lucrative asset for Starbucks and the many other companies that have embraced it.
Finding another flavor that rivals pumpkin spice’s popularity is quite challenging. If food and beverage manufacturers are looking to the future of this flavor trend, they might consider incorporating more actual pumpkin, which is rich in vitamin A and could appeal to health-conscious consumers. Moreover, manufacturers might explore options for creating sweet pumpkin spice treats that contain less sugar than Starbucks’ offering — a barista-made tall Pumpkin Spice Latte has a staggering 50 grams of sugar. Introducing ingredients like calcium citrate malate and vitamin D3 could also enhance the nutritional profile of these products, attracting even more consumers who are mindful of their dietary intake. By blending indulgence with health benefits, manufacturers could tap into a growing market of consumers eager for new pumpkin spice creations.