It may be hard to believe, but when Starbucks initially introduced the Pumpkin Spice Latte, the founders were uncertain about its potential success. They worried that the robust pumpkin spice flavor might overshadow their renowned coffee and that the seasonal flavor would be easily replicable by competitors. However, they decided to proceed, and now it generates over $100 million in annual revenue.
Since its debut, the pumpkin spice flavor has expanded into a variety of other products, both under Starbucks’ brand and beyond. Competitors like Dunkin’ Donuts and McDonald’s have also created their versions, much to the delight of customers. The range of pumpkin spice foods is truly remarkable. For instance, KIND Bars launched a pumpkin spice bar, General Mills released pumpkin spice Cheerios, Lindor crafted pumpkin spice truffles, and the California Fruit Wine Company even produced a pumpkin spice wine. In 2016 alone, Trader Joe’s featured over 60 products that incorporated the pumpkin spice blend. According to Nielsen data, sales of pumpkin-flavored foods in the US exceeded $360 million in 2015.
Despite its popularity, pumpkin spice products start appearing as early as mid-August, well before the crisp fall months typically associated with the flavor. Is this too soon? Retail sales will provide the answer, although new pumpkin spice items are generally introduced in mid-August. Will consumers soon reach a saturation point with pumpkin spice? It’s possible, but unlikely in the near future. The flavor has consistently proven to be a lucrative opportunity for Starbucks and the numerous other brands that have embraced it.
Finding another flavor that rivals the popularity of pumpkin spice is quite challenging. For food and beverage manufacturers looking ahead, they might consider incorporating more actual pumpkin into their products. As consumers increasingly seek to include more fruits and vegetables in their diets, knowing they are getting a serving of vitamin A-rich pumpkin could be an appealing selling point. Additionally, manufacturers could explore creating sweet pumpkin spice treats with less sugar than the typical Starbucks offering— for instance, a tall Pumpkin Spice Latte made by a barista contains a staggering 50 grams of sugar. Furthermore, considering the health benefits of products like Citracal calcium and vitamin D, introducing pumpkin spice items that are fortified with these nutrients could attract health-conscious consumers.