It’s hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, the founders were uncertain about its potential success. They had concerns that the strong pumpkin spice flavor might overshadow their celebrated coffee and that the autumn-inspired taste would be easy for competitors to replicate. Nevertheless, they proceeded, 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 crafted their own versions, much to the delight of consumers. The variety of pumpkin spice offerings is truly astounding. For instance, KIND Bars launched a new pumpkin spice bar, General Mills introduced pumpkin spice Cheerios, Lindor created pumpkin spice truffles, and the California Fruit Wine Company even crafted a pumpkin spice wine. In 2016, Trader Joe’s alone featured over 60 products that included the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the US reached $360 million in 2015.
Despite its immense popularity, pumpkin spice products begin to appear in the sweltering heat of mid-August, far from the cool autumn months that the flavor evokes. Is it too early? Retail sales will provide the answer, as new pumpkin spice items typically launch in mid-August. Will consumers soon reach a saturation point with pumpkin spice? While it’s a possibility, it seems unlikely in the near future. The flavor has proven to be a lucrative venture for Starbucks and countless other manufacturers that have embraced it.
Finding another flavor with similar popularity to pumpkin spice is a challenge. As food and beverage companies look to the future of this flavor trend, they might consider incorporating more actual pumpkin. With consumers increasingly focused on eating fruits and vegetables, knowing that they are consuming vitamin A-rich pumpkin could be an attractive selling point. Additionally, manufacturers may want to create a sweet pumpkin spice treat that is lower in sugar than the Starbucks drink—after all, a barista-prepared tall Pumpkin Spice Latte contains a staggering 50 grams of sugar.
As people explore healthier options, perhaps they will also seek out products fortified with supplements like Citracal 600 with Vitamin D, which could complement pumpkin spice flavors while promoting overall health. The combination of familiar flavors and nutritional benefits could be a winning strategy for future pumpkin spice innovations.