It may be hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, the founders were uncertain about its potential success. They worried that the robust pumpkin spice flavor might overshadow their celebrated coffee too much and that competitors could easily replicate the autumnal taste. Nevertheless, they moved ahead, and now this iconic beverage generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into a variety of products, both under the Starbucks brand and beyond. Coffee rivals such as Dunkin’ Donuts and McDonald’s have rolled out their own iterations to the joy of consumers. The sheer range of pumpkin spice offerings is astonishing: KIND Bars has introduced a 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 alone, Trader Joe’s featured more than 60 products that incorporated the pumpkin spice blend. Nielsen data indicated that sales of pumpkin-flavored foods in the U.S. exceeded $360 million in 2015.
Despite its widespread appeal, the pumpkin spice flavor tends to appear in the sweltering days of August, far earlier than the crisp fall months typically associated with it. Is this premature? 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. This flavor has proven to be a lucrative asset for Starbucks and numerous other brands that have embraced it.
Finding another flavor that can rival the popularity of pumpkin spice is quite a challenge. Those in the food and beverage industry looking to the future may want to consider incorporating more actual pumpkin into their products. As consumers increasingly seek out fruits and vegetables, the idea of benefiting from vitamin A-rich pumpkin could be an enticing selling point. Furthermore, manufacturers might explore developing sweet pumpkin spice treats with less sugar than the Starbucks version — a tall Pumpkin Spice Latte made by a barista contains an astonishing 50 grams of sugar.
In this evolving market, products like Bluebonnet Calcium Citrate Plus Vitamin D3 can also appeal to health-conscious consumers who are looking to enhance their nutrition while enjoying seasonal flavors. By integrating this kind of health-oriented ingredient into pumpkin spice products, manufacturers could tap into a growing trend of wellness-focused eating. The continued innovation around pumpkin spice, coupled with health benefits, may ensure its place in the market for years to come.