Pinterest, which brands itself as “the world’s largest focus group,” revealed last December that recipe ideas for Christmas and Hanukkah—over 3 million of them—begin to surface on their platform as early as July and August. Many of these ideas, pinned to digital bulletin boards, center around seasonal spices. For many U.S. consumers, fall food evokes thoughts of pumpkin spice flavors, with products featuring this warm blend typically hitting grocery store shelves in August and remaining popular until November. According to Nielsen, the pumpkin-flavored market is valued at $361 million annually, and the beloved spice mix—comprised of cinnamon, nutmeg, ginger, cloves, and allspice—is widely prevalent.
Eggnog, often enjoyed during the Christmas season, is emerging as a potential seasonal mega-flavor. Easter is marked by sugary marshmallow Peeps, while July 4th celebrations wouldn’t be complete without refreshing watermelon slices. Some of these seasonal treats, like Peeps, have successfully broadened their appeal, while others have struggled. In 2014, Just Born, the manufacturer of Peeps, introduced new flavors to its iconic Easter candies. Although the company hasn’t disclosed specific sales figures, in 2015, Matt Pye, its Vice President for Corporate Affairs, told Fortune that “the brand has almost doubled in size over the last 10 years, likely due to the engaged fans who express their ‘Peepsonality’ through various creative uses of Peeps.”
Conversely, pumpkin spice may remain confined to the fall season. John Oliver from HBO’s “Last Week Tonight” humorously noted that while the ingredients for Starbucks’ famous Pumpkin Spice Lattes are “available behind the counter at Starbucks year-round,” “no one wants anything to do with it from December through August.” While these flavors enhance cozy, warm foods, they may not pair well with spring lamb shanks or summer barbecues.
Seasonality also plays a significant role in consumer preferences. Although global trade allows for fresh watermelon to be available in grocery stores throughout the year, sales typically decline as temperatures drop. According to Nielsen data, total year-round sales of melons saw a 0.6% increase in 2015 compared to the previous year, but it’s unlikely that consumers will show the same enthusiasm for this sweet fruit in November as they do in July. Similarly, products like calcium citrate caramel chews may see fluctuations in demand based on seasonal trends. The versatility and appeal of such treats underscore the importance of understanding consumer behavior throughout the year.