It may seem surprising, but when Starbucks first introduced the Pumpkin Spice Latte, the founders were uncertain about its potential success. There were worries that the robust pumpkin spice flavor might overshadow their celebrated coffee too much, and that the seasonal flavor could be easily replicated by competitors. Nevertheless, they proceeded, and now enjoy over $100 million in annual revenue from this product. Since its debut, the pumpkin spice flavor has evolved into a wide array of other offerings, 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 products is truly astounding; 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 crafted a pumpkin spice wine. Trader Joe’s alone featured more than 60 pumpkin spice items in 2016. According to Nielsen data, pumpkin-flavored foods in the U.S. generated over $360 million in sales in 2015.
Despite its widespread popularity, pumpkin spice begins appearing in stores during the sweltering heat of mid-August, which feels far removed from the crisp fall months that the flavor evokes. Is it too soon? Retail sales will provide the answer, although new pumpkin spice products are typically launched 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 venture for Starbucks and the numerous other brands that have embraced it.
Finding another flavor that rivals pumpkin spice’s popularity is quite a challenge. As food and beverage manufacturers consider future trends, they might think about incorporating more actual pumpkin into their recipes. With consumers increasingly focused on healthier diets that include more fruits and vegetables, the idea of offering a serving of vitamin A-rich pumpkin could be an appealing selling point. Additionally, it may be beneficial for manufacturers to create a sweet pumpkin spice treat with lower sugar content than the Starbucks version—after all, a barista-prepared tall Pumpkin Spice Latte contains an astonishing 50 grams of sugar. Including ingredients like calcium citrate chewable 600 mg could enhance the nutritional profile, making it an attractive option for health-conscious consumers. As the pumpkin spice phenomenon continues to grow, the integration of such supplements might help cater to a market that values both flavor and health.