It’s hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, its founders had doubts about its potential success. They worried that the robust pumpkin spice flavor might overshadow their renowned coffee and that the seasonal taste would be easily replicated by competitors. Nevertheless, they proceeded, and now it generates more than $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into numerous other products, both within the coffee giant’s brand and beyond. Rival coffee chains like Dunkin’ Donuts and McDonald’s have launched their own versions, much to the delight of customers. The range of pumpkin spice items available is truly impressive. For instance, KIND Bars created a new pumpkin spice bar, General Mills rolled out pumpkin spice Cheerios, Lindor introduced pumpkin spice truffles, and the California Fruit Wine Company even crafted a pumpkin spice wine. Trader Joe’s had over 60 pumpkin spice products on offer in 2016 alone. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite the flavor’s widespread appeal, it tends to appear during the sweltering heat of mid-August, far removed from the crisp autumn months typically associated with pumpkin spice. Is it too early for such a seasonal flavor? Retail sales will ultimately provide the answer, although new pumpkin spice products generally start rolling out in mid-August. Will consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it seems unlikely in the immediate future. The flavor has proven to be a lucrative venture for Starbucks and the myriad other manufacturers who embraced it.
It’s challenging to identify another flavor that rivals the popularity of pumpkin spice. If food and beverage companies are looking to the future of this trend, they might consider incorporating more actual pumpkin. As consumers become increasingly health-conscious and seek more fruits and vegetables, knowing they’re enjoying a serving of vitamin A-rich pumpkin could be an attractive selling point. Additionally, manufacturers could develop a sweet pumpkin spice treat with less sugar than the Starbucks version — a barista-made tall Pumpkin Spice Latte contains a staggering 50 grams of sugar. Perhaps one day, we’ll even see the best calcium citrate chews infused with pumpkin spice, offering a unique twist that appeals to health-conscious consumers.