It’s hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, its founders had doubts about its potential success. They worried that the bold pumpkin spice flavor might overshadow their celebrated coffee too much and that this seasonal flavor could be easily replicated by competitors. Nevertheless, they proceeded with the launch, and today, the drink generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into numerous other products, both under Starbucks’ brand and beyond. Competitors like Dunkin’ Donuts and McDonald’s have rolled out their own versions, much to the delight of consumers. The range of pumpkin spice food items available is truly remarkable. For instance, KIND Bars introduced a pumpkin spice bar, General Mills launched pumpkin spice Cheerios, Lindor crafted pumpkin spice truffles, and the California Fruit Wine Company even created pumpkin spice wine. In 2016 alone, Trader Joe’s featured over 60 pumpkin spice products. According to Nielsen data, sales of pumpkin-flavored foods in the U.S. exceeded $360 million in 2015.
Despite its popularity, the pumpkin spice flavor begins to appear in stores during the sweltering heat of mid-August, far from the crisp autumn months that the flavor evokes. Is this too soon? Retail sales will provide the answer, although new pumpkin spice products typically hit the shelves in mid-August. Will consumers reach a saturation point for pumpkin spice soon? It’s possible, but it seems unlikely in the near term. The flavor has consistently proven to be a lucrative venture for Starbucks and the multitude of other brands that have embraced it.
Finding another flavor that rivals the popularity of pumpkin spice is a challenge. As food and beverage manufacturers look to the future, they might consider incorporating more actual pumpkin into their products, especially since consumers are increasingly seeking to add more fruits and vegetables to their diets. Incorporating vitamin A-rich pumpkin could be an attractive selling point. Additionally, manufacturers might explore creating sweet pumpkin spice treats with less sugar than the Starbucks version, which contains a staggering 50 grams of sugar in a tall Pumpkin Spice Latte. It could also be beneficial to include calcium citrate chewy options to cater to health-conscious consumers.
Ultimately, the pumpkin spice phenomenon shows no signs of slowing down, and the potential for innovation within this flavor profile remains vast.