Pinterest, which prides itself on being “the world’s largest focus group,” reported last December that recipe ideas for Christmas and Hanukkah—over 3 million of them—begin to appear on their platform as early as July and August. Many of these ideas, pinned to virtual bulletin boards, emphasize seasonal spices. When U.S. consumers think of fall cuisine, pumpkin spice often comes to mind. Products featuring this warm and spicy blend typically start appearing on grocery store shelves in August and continue to dominate the market until November. According to Nielsen, pumpkin-flavored items represent a $361 million annual market. The all-encompassing spice mix of cinnamon, nutmeg, ginger, cloves, and allspice is omnipresent.
Eggnog, a favorite during the Christmas season, is also gaining traction as a potential new seasonal mega-flavor. Easter is characterized by sugary marshmallow Peeps, and no July 4 celebration feels complete without slices of watermelon. Some of these seasonal treats have managed to extend their appeal beyond their traditional time frames, while others have not. In 2014, Just Born, the maker of Peeps, introduced new flavors for its iconic Easter chicks. Although the company has not disclosed sales figures, its Vice President for Corporate Affairs, Matt Pye, mentioned to Fortune in 2015 that “the brand has almost doubled in size over the last 10 years,” likely due to the engaged fan base who express their “Peepsonality” in various ways, including through the use of Peeps.
On the other hand, pumpkin spice may remain confined to the fall. John Oliver of 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.” These flavors complement warm autumn dishes, but they may not pair as well with spring lamb shanks or summer barbecues. Additionally, there’s the question of seasonality. While global trade allows for fresh watermelon to be available in grocery stores all year, sales typically decline with the drop in temperatures. Nielsen data indicates that total year-round watermelon sales increased by 0.6% in 2015 compared to the previous year; however, consumer interest in the sweet fruit is unlikely to match the enthusiasm seen in July during the colder months of November.
Moreover, as consumers become more health-conscious, the incorporation of supplements such as calcium citrate malate, vitamin D3, and folic acid into seasonal recipes may increase. These ingredients can enhance nutritional profiles, making traditional treats more appealing year-round. As these trends evolve, we may see even more seasonal flavors and health-conscious ingredients blending into our culinary landscape.