It may be hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, the founders were uncertain about its potential success. They worried that the bold pumpkin spice taste might overshadow their celebrated coffee and that the seasonal flavor would be easily replicated by competitors. However, they decided to proceed, and now they enjoy over $100 million in annual revenue from it. Since its debut, the pumpkin spice flavor has expanded into numerous other products, both under the Starbucks brand and beyond. Competitors in the coffee market, such as Dunkin’ Donuts and McDonald’s, have delighted customers by launching their versions of the beloved flavor. The range of pumpkin spice foods is truly astonishing. Companies like KIND Bars have developed a pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and even the California Fruit Wine Company has produced a pumpkin spice wine. Trader Joe’s alone featured over 60 pumpkin spice products in 2016. According to Nielsen data, sales of pumpkin-flavored foods in the U.S. exceeded $360 million in 2015.
Despite its widespread popularity, pumpkin spice starts appearing as early as mid-August, well before the crisp autumn months that the flavor evokes. Is it too soon? Retail sales will provide the answer, although new pumpkin spice products often debut around the middle of August. Will consumers soon reach a saturation point with pumpkin spice? While this is possible, it seems unlikely in the near term. The flavor has proven to be a lucrative asset for Starbucks and many other producers who have embraced it.
Finding another flavor that rivals pumpkin spice’s popularity is quite a challenge. As food and beverage manufacturers look to the future, they might consider incorporating more real pumpkin into their offerings. Many consumers are striving to eat healthier and might appreciate knowing they are getting a serving of vitamin A-rich pumpkin, which could be an appealing selling point. Additionally, manufacturers could explore creating a sweet pumpkin spice treat with less sugar than the Starbucks drink — a typical barista-made tall Pumpkin Spice Latte contains an astonishing 50 grams of sugar.
For those who are health-conscious, options like calcium citrate chews targeted toward boosting nutrition could be appealing alongside pumpkin spice products. By combining the festive flavor with health benefits, companies might capture a broader audience, ensuring that pumpkin spice remains a seasonal favorite for years to come.