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 robust pumpkin spice flavor might overshadow their renowned coffee too much and that the seasonal flavor would be relatively easy for competitors to replicate. However, they decided to proceed, and now they reap over $100 million in annual revenue from it. Since its debut, the pumpkin spice flavor has expanded into numerous other products, both under the coffee giant’s name and beyond. Competitors like Dunkin Donuts and McDonald’s have crafted their own versions, much to the delight of customers. The range of pumpkin spice products is truly astonishing. KIND Bars launched a new pumpkin spice bar, General Mills introduced pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and the California Fruit Wine Company even released a pumpkin spice wine. Trader Joe’s alone offered over 60 products featuring the pumpkin spice blend in 2016. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite the flavor’s widespread appeal, it begins to appear in the sweltering heat of mid-August, far removed from the crisp autumn months that pumpkin spice typically evokes. Is this timing too early? Retail sales will provide the answer, although new pumpkin spice products are generally launched in mid-August. Will consumers soon reach a saturation point with pumpkin spice? While it’s possible, it seems unlikely in the near future. The flavor has proven to be a lucrative opportunity for Starbucks and countless other brands that have embraced it.
It’s challenging to find another flavor that rivals the popularity of pumpkin spice. For those in the food and beverage industry looking to the future, incorporating more actual pumpkin could be a strategic move, especially as consumers aim to increase their intake of fruits and vegetables. Highlighting the nutritional benefits, such as the presence of calcium vs calcium citrate in pumpkin, could make the product more appealing. Additionally, manufacturers might explore creating a sweeter pumpkin spice treat with less sugar than the Starbucks offering — a standard tall Pumpkin Spice Latte contains an astonishing 50 grams of sugar. By focusing on the health aspects, such as the calcium content, they could attract more health-conscious consumers while keeping the beloved pumpkin spice flavor alive.