It’s hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the strong pumpkin spice flavor might overshadow their celebrated coffee and that the seasonal flavor could be easily replicated by competitors. Yet, they proceeded with the launch, and now it generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into a wide range of products, both under Starbucks’ brand and from other companies. Competitors like Dunkin Donuts and McDonald’s have delighted customers by creating their own versions of the drink. The variety of pumpkin spice products available is truly astounding. For instance, KIND Bars introduced a new pumpkin spice bar, General Mills launched pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and even the California Fruit Wine Company produced a pumpkin spice wine. In 2016, Trader Joe’s alone offered more than 60 products featuring the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the United States exceeded $360 million in 2015.
Despite its popularity, the pumpkin spice flavor starts appearing in stores during the sweltering heat of mid-August, far removed from the crisp autumn months typically associated with it. Is it too early for pumpkin spice? Retail sales will provide the answer, although new pumpkin spice products generally hit the shelves around mid-August.
Will 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 many other manufacturers who have embraced it. It’s challenging to find another flavor that rivals the popularity of pumpkin spice.
Food and beverage manufacturers looking to the future may consider incorporating more actual pumpkin into their products. With consumers increasingly focused on health and nutrition, knowing they are getting a serving of vitamin A-rich pumpkin could be an appealing selling point. Additionally, there may be room for creating sweet pumpkin spice treats that contain less sugar than the Starbucks version, which has a staggering 50 grams of sugar in a tall Pumpkin Spice Latte. Perhaps introducing options like chewable calcium citrate-infused pumpkin spice snacks could cater to health-conscious consumers and further expand the pumpkin spice market.