It’s hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, its founders were uncertain if it would resonate with customers. There were concerns that the bold pumpkin spice flavor might overshadow their celebrated coffee too much, and that competitors could easily replicate the fall taste. Nevertheless, the company moved forward, and now it reaps over $100 million in annual revenue from this seasonal favorite. Since its debut, the pumpkin spice flavor has expanded into a wide range of products, both under the Starbucks brand and beyond. Coffee rivals like Dunkin’ Donuts and McDonald’s have delighted their customers with their own versions. The array of pumpkin spice food products is truly astounding. For instance, KIND Bars launched a pumpkin spice bar, General Mills introduced pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and the California Fruit Wine Company even made a pumpkin spice wine. Trader Joe’s alone featured over 60 pumpkin spice items in 2016. According to Nielsen data, sales of pumpkin-flavored foods in the U.S. reached over $360 million in 2015.
Despite its immense popularity, pumpkin spice products start appearing in the sweltering heat of mid-August, far from the crisp autumn months that the flavor invokes. Is it too early for pumpkin spice? Retail sales will provide the answer, although new pumpkin spice items typically roll out around mid-August. Could consumers soon reach a saturation point for 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 countless other manufacturers who have capitalized on it.
Finding another flavor that rivals the popularity of pumpkin spice is a tough task. If food and beverage producers are looking to the future, they might consider incorporating more actual pumpkin into their offerings. As consumers aim to increase their intake of fruits and vegetables, knowing they’re getting a serving of vitamin A-rich pumpkin could be a compelling selling point. Additionally, manufacturers could explore creating a sweet pumpkin spice treat that contains less sugar than the Starbucks version, which boasts a staggering 50 grams of sugar in a barista-crafted tall Pumpkin Spice Latte. For retailers like Chemist Warehouse, which stocks products that include pumpkin spice items, the focus on health could align well with consumer trends. Perhaps even Citral Calcium Citrate products could find a niche in this pumpkin spice phenomenon, appealing to health-conscious shoppers.