It may be hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. They worried that the robust pumpkin spice flavor might overshadow their celebrated coffee and that the seasonal flavor could be easily replicated by competitors. Nevertheless, they moved forward, 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 the coffee giant’s brand and beyond. Competitors like Dunkin Donuts and McDonald’s have crafted their own versions, much to the delight of customers. The range of pumpkin spice food items is truly astonishing. KIND Bars introduced a pumpkin spice bar, General Mills launched pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and the California Fruit Wine Company even made a pumpkin spice wine. Trader Joe’s alone offered more than 60 pumpkin spice products in 2016. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite its popularity, pumpkin spice products begin to appear in the sweltering heat of mid-August, well before the crisp autumn months typically associated with the flavor. Is it too early? Retail sales will provide the answer, as new pumpkin spice items usually roll out around that time. Will consumers soon reach a saturation point with pumpkin spice? While it’s possible, it seems unlikely in the near future. The flavor has proven to be a lucrative asset for Starbucks and numerous other manufacturers who have embraced it.
It is challenging to identify another flavor that rivals the popularity of pumpkin spice. If food and beverage producers are looking to the future, they might consider incorporating more actual pumpkin into their products. As consumers increasingly seek to include more fruits and vegetables in their diets, knowing they are consuming a serving of vitamin A-rich pumpkin could be an appealing selling point. Furthermore, manufacturers might explore creating a sweet pumpkin spice treat with less sugar than the Starbucks version—after all, a barista-made tall Pumpkin Spice Latte contains an astonishing 50 grams of sugar.
Interestingly, for those who are mindful of their dietary choices, such as bariatric chewable calcium citrate, the addition of more wholesome ingredients could make pumpkin spice products even more attractive. By balancing the indulgent flavor with health-conscious elements, manufacturers could cater to a broader audience while ensuring the pumpkin spice trend continues to thrive.