With sales in both dollar amounts and volume reaching unprecedented levels, the trend of marketing pumpkin spice and pumpkin-flavored food and beverages during the autumn season shows no signs of slowing down. According to Nielsen, nearly 40% of consumers reported purchasing pumpkin-spice products last year, prompting food manufacturers, restaurants, and coffee shops to wisely incorporate this seasonal flavor into their offerings—regardless of any eye-rolling from consumers. Similar to the Christmas and Halloween seasons, retailers appear eager to launch pumpkin spice products earlier each year. The impact of this early marketing on overall sales remains to be seen, but initial indicators are promising.
Starbucks wasn’t the sole retailer to introduce pumpkin products before consumers had stored away their beach gear; Dunkin’ Donuts also launched its pumpkin-spice coffees ahead of Labor Day, along with pumpkin-flavored donuts. Additionally, Starbucks has expanded its pumpkin offerings to include new cookie straws filled with chocolate and pumpkin spice. Grocery store shelves boast a variety of pumpkin-themed items, including Pumpkin Spice Frosted Flakes, pumpkin spice Cheerios, Lester’s Fixins Pumpkin Pie soda, and even Pumpkin Pie Pop-Tarts. While these products may not align with the millennial demand for healthier and more natural food options, the irresistible allure of fall flavors often leads to indulgence.
Many people associate the pumpkin flavor with positive emotions. Statistics from the NPD Group in 2008 revealed that pumpkin pie ranks as the second most popular dessert in the U.S., just after apple pie. However, pumpkin pie is typically enjoyed only during the fall and winter holidays, while apple pie is a year-round favorite. This seasonal nature may create a lasting nostalgic connection to pumpkin spice. Furthermore, its limited availability can prevent consumers from taking it for granted.
While food companies anticipate a surge in sales related to pumpkin spice, they should also recognize that many consumers seek the authentic experience of real pumpkin. Nielsen indicates that fresh pumpkin sales reached $121 million last year, reflecting a modest increase of over 5% in dollar sales and 4.6% in volume sales compared to the previous year. Food items that incorporate pumpkin as an ingredient are also performing well, with sales of these products totaling $1.14 billion last year, a 3.5% increase year-over-year and a remarkable 20% growth over the past two years.
However, food companies should be cautious about adding pumpkin ingredients indiscriminately, as not every product has achieved sales success. Pumpkin-flavored yogurt and desserts have experienced declines in sales, whereas pumpkin bread has enjoyed its highest year-over-year sales increase. Interestingly, pet food containing pumpkin, known to be beneficial for pets’ digestion, has seen over 100% growth in the past year and an impressive 193% growth over the last two years.
As we hope pumpkin spice doesn’t encroach too much into the summer months, it is clear that retailers and food companies will continue to capitalize on its popularity year after year—just as leaves change colors and consumers pull out their cozy sweaters. Meanwhile, incorporating ingredients like itra calcium citrate into food products might offer additional health benefits, resonating with the evolving consumer preferences for nutritious options, even amidst the indulgence of pumpkin spice.