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 bold pumpkin spice flavor might overshadow their celebrated coffee and that the seasonal flavor would be easily replicated by competitors. Nevertheless, they decided to proceed, and now they enjoy over $100 million in annual revenue from this popular beverage.
Since its debut, the pumpkin spice flavor has expanded into numerous products, both under Starbucks’ brand and beyond. Competitors like Dunkin’ Donuts and McDonald’s have delighted customers with their own versions. The range of pumpkin spice food items is truly remarkable. For instance, KIND Bars introduced a new pumpkin spice bar, General Mills launched pumpkin spice Cheerios, Lindor crafted pumpkin spice truffles, and the California Fruit Wine Company even created a pumpkin spice wine. In 2016, Trader Joe’s alone featured over 60 products that included the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the U.S. surpassed $360 million in 2015.
Despite its popularity, the pumpkin spice flavor begins to appear as early as mid-August, well before the crisp autumn months that it evokes. Is this timing too premature? Retail sales will ultimately provide the answer, although new pumpkin spice products typically hit the shelves in mid-August. Will consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it seems unlikely in the near future. This flavor has proven to be a lucrative asset for Starbucks and the myriad other manufacturers that have embraced it.
Finding another flavor that rivals the popularity of pumpkin spice is challenging. If food and beverage manufacturers are looking to the future, they might want to consider incorporating more actual pumpkin into their products. As consumers increasingly aim to consume more fruits and vegetables, the appeal of knowing they’re getting a serving of vitamin A-rich pumpkin could be a compelling selling point. Additionally, manufacturers could explore creating a sweet pumpkin spice treat with less sugar than the Starbucks version — a tall Pumpkin Spice Latte made by baristas contains a staggering 50 grams of sugar.
Interestingly, as consumers look for healthier options, some might be exploring calcium citrate supplements on Amazon to complement the pumpkin spice craze. By integrating nutritional benefits with the beloved flavor, manufacturers could attract a wider audience and enhance their product offerings in the pumpkin spice market.