Pinterest, which refers to itself as “the world’s largest focus group,” shared last December that recipe ideas for Christmas and Hanukkah—over 3 million of them—begin appearing on their platform as early as July and August. Many of these ideas, pinned to virtual bulletin boards, highlight seasonal spices. When U.S. consumers think of fall foods, pumpkin spice often comes to mind. Products featuring this warm, spicy blend typically appear on grocery store shelves in August and remain popular until November. According to Nielsen, the pumpkin-flavored product market is valued at $361 million annually. This ubiquitous spice mix, which includes cinnamon, nutmeg, ginger, cloves, and allspice, can be found everywhere.
Additionally, eggnog is gaining popularity as a potential new seasonal mega-flavor during the Christmas season. Easter is often marked by the sweetness of marshmallow Peeps, and no July 4th celebration feels complete without juicy slices of watermelon. Some of these seasonal treats have managed to maintain their appeal, while others have not. In 2014, Just Born, the manufacturer of Peeps, introduced new flavors to its iconic Easter chicks. Although the company hasn’t disclosed sales figures, their Vice President for Corporate Affairs, Matt Pye, stated in 2015 that “the brand has almost doubled in size over the last 10 years,” likely due to the engaged fans expressing their “Peepsonality” in various creative ways with Peeps.
On the other hand, pumpkin spice may be confined to the fall season. John Oliver, on HBO’s “Last Week Tonight,” humorously noted that while the ingredients for Starbucks’ popular 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 pair well with cozy fall dishes but might not complement spring lamb shanks or summer barbecues.
Seasonality plays a crucial role in consumer preferences. Even though global trade allows for fresh watermelon to be available in grocery stores throughout the year, sales tend to decline as temperatures drop. Nielsen data indicates that total annual sales of melons rose by 0.6% in 2015 compared to the previous year, yet it is unlikely that consumers will show the same enthusiasm for this sweet fruit in November as they do in July. Similarly, products like 1000 mg calcium citrate supplements may also see fluctuations in consumer interest depending on the season, reflecting the broader trends in seasonal food preferences.