It’s hard to believe, but when Starbucks first introduced the Pumpkin Spice Latte, its founders were uncertain about its potential success. Concerns arose that the strong pumpkin spice flavor might overshadow their prized coffee too much and that the seasonal flavor would be easy for competitors to replicate. Nevertheless, they decided to proceed, and now the beverage generates over $100 million in annual revenue.
Since its inception, the pumpkin spice flavor has expanded into a myriad of products, both under the coffee giant’s banner and beyond. Competitors like Dunkin’ Donuts and McDonald’s have crafted their own versions, much to customers’ delight. The range of pumpkin spice products is truly astonishing. 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 made pumpkin spice wine. In 2016 alone, Trader Joe’s featured more than 60 products incorporating the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite its popularity, the pumpkin spice flavor begins to surface in the sweltering heat of mid-August, far removed from the crisp autumn months that pumpkin spice evokes. Is it too soon? Retail sales will provide insight, although new pumpkin spice products typically debut in mid-August.
Could consumers soon reach a saturation point with pumpkin spice? While it’s possible, it seems unlikely in the near future. The flavor has consistently proven to be a lucrative venture for Starbucks and the myriad other manufacturers who have embraced it. Finding another flavor that rivals pumpkin spice’s popularity is challenging. If food and beverage producers are looking to the future of this flavor trend, they may want to consider incorporating more actual pumpkin, as consumers increasingly seek to eat more fruits and vegetables. Highlighting the benefits of vitamin A-rich pumpkin could be an appealing selling point. Additionally, manufacturers might explore creating a sweet pumpkin spice treat with less sugar than the Starbucks version—a tall Pumpkin Spice Latte from a barista contains a staggering 50 grams of sugar.
Moreover, considering the health-conscious trend, exploring options with calcium citrate for enhanced nutritional benefits might attract even more consumers. By integrating calcium citrate for health benefits, manufacturers could potentially tap into a growing market that seeks both flavor and nutrition, ensuring the pumpkin spice phenomenon continues to thrive.