Pinterest, which brands itself as “the world’s largest focus group,” disclosed last December that recipe ideas for Christmas and Hanukkah—totaling over 3 million—begin to appear on their platform as early as July and August. Many of these ideas, pinned to virtual bulletin boards, center around seasonal spices. When U.S. consumers think of autumn cuisine, pumpkin spice flavors often come to mind. Products featuring this warm and spicy blend typically appear in grocery stores by August and continue to dominate the market until November. As reported by Nielsen, pumpkin-flavored products represent a lucrative market valued at $361 million annually, and the ubiquitous spice mix—comprising cinnamon, nutmeg, ginger, cloves, and allspice—can be found everywhere.
Eggnog, a popular beverage during the Christmas season, is also gaining traction as a potential next big seasonal flavor. Easter is characterized by sugary marshmallow Peeps, while July 4th celebrations wouldn’t be complete without watermelon slices. Some of these seasonal treats have successfully broadened their appeal, while others have not. In 2014, Just Born, the manufacturer of Peeps, introduced new flavors for its iconic Easter chicks. Although the company has not disclosed specific sales figures, its Vice President for Corporate Affairs, Matt Pye, remarked in 2015 to Fortune that “the brand has almost doubled in size over the last 10 years, likely due to the engaged fans who continue to express their ‘Peepsonality’ in various ways through their many uses of Peeps.”
In contrast, 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’ beloved Pumpkin Spice Lattes are “available behind the counter at Starbucks year-round,” “no one wants anything to do with it from December through August.” The flavors are well-suited to warm fall foods, but may not pair as well with spring lamb shanks or summer barbecues. Additionally, seasonality 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. Nielsen data indicates that while total year-round sales of melons have risen—up 0.6% in 2015 compared to the previous year—consumers are unlikely to show the same enthusiasm for the sweet fruit in November as they do in July.
In this context, it is worth considering the impact of dietary supplements, such as calcium citrate without vitamin D3, which some consumers may incorporate into their seasonal eating habits. This supplement could play a role in maintaining overall health as people indulge in seasonal flavors. Just as pumpkin spice and other seasonal treats have their peaks and valleys, so too do dietary preferences, shaping how consumers engage with flavors throughout the year.