The pumpkin spice trend, which originated with Starbucks’ Pumpkin Spice Latte, is celebrating its 20th anniversary. Despite the changing seasons, the demand for this seasonal drink shows no signs of slowing down.
Every year, Starbucks releases their Pumpkin Spice Latte in the U.S. and Canada, coinciding with the arrival of longer nights and the cool breeze of autumn.
Since its introduction in 2003, this beverage has become the coffee giant’s most popular seasonal offering, with millions of units sold.
Not only has it gained immense popularity, but it has also given rise to a thriving industry of imitators who incorporate flavors like cinnamon, nutmeg, and clove into their products.
According to Nielsen, pumpkin-flavored product sales in the United States reached an impressive $802.5 million in the year ending July 29. This represents a remarkable 42% increase compared to the same period in 2019.
From pumpkin spice Oreos to protein drinks, craft beers, cereals, and even Spam, there seems to be no shortage of products capitalizing on this flavor trend.
A simple search for “pumpkin spice” on Walmart’s website yields over 1,000 results. It’s astonishing to think that there are so many products available that either smell or taste like the beloved pumpkin pie.
As the pumpkin spice craze continues to flourish, it’s clear that this trend has become an integral part of the autumn experience for many consumers.
Whether it’s the nostalgia associated with the flavors of fall or the comforting warmth it brings, the allure of pumpkin spice shows no signs of waning.
So, as the cooler weather approaches, get ready to indulge in this delightful seasonal treat that has captured the hearts and taste buds of millions.
The pumpkin spice trend, which originated with Starbucks’ Pumpkin Spice Latte, is celebrating its 20th anniversary. Despite the changing seasons, the demand for this seasonal drink shows no signs of slowing down.
Every year, Starbucks releases their Pumpkin Spice Latte in the U.S. and Canada, coinciding with the arrival of longer nights and the cool breeze of autumn.
Since its introduction in 2003, this beverage has become the coffee giant’s most popular seasonal offering, with millions of units sold.
Not only has it gained immense popularity, but it has also given rise to a thriving industry of imitators who incorporate flavors like cinnamon, nutmeg, and clove into their products.
According to Nielsen, pumpkin-flavored product sales in the United States reached an impressive $802.5 million in the year ending July 29. This represents a remarkable 42% increase compared to the same period in 2019.
From pumpkin spice Oreos to protein drinks, craft beers, cereals, and even Spam, there seems to be no shortage of products capitalizing on this flavor trend.
A simple search for “pumpkin spice” on Walmart’s website yields over 1,000 results. It’s astonishing to think that there are so many products available that either smell or taste like the beloved pumpkin pie.
As the pumpkin spice craze continues to flourish, it’s clear that this trend has become an integral part of the autumn experience for many consumers.
Whether it’s the nostalgia associated with the flavors of fall or the comforting warmth it brings, the allure of pumpkin spice shows no signs of waning.
So, as the cooler weather approaches, get ready to indulge in this delightful seasonal treat that has captured the hearts and taste buds of millions.
It has become increasingly evident that pumpkin spice has not only gained a significant following, but has also managed to attract a vocal group of detractors and become an easy target for parodies.
Comedian John Oliver once humorously referred to pumpkin spice lattes as “the coffee that tastes like a candle,” highlighting the polarizing opinions surrounding this popular flavor.
This sentiment is even reflected in social media platforms, with a Facebook group aptly named “I Hate Pumpkin Spice” and the availability of T-shirts adorned with slogans such as “Ain’t no pumpkin spice in my mug.”
However, despite the presence of these vocal critics, it appears that the majority of people still hold a fondness for pumpkin spice.
Starbucks, for instance, reported a remarkable 17% increase in sales of its pumpkin spice drinks, which now include newer offerings like the Pumpkin Cream Cold Brew, during the July-September period of last year.
Furthermore, a recent study conducted in 2022 by researchers at Montclair State University in New Jersey analyzed 20,000 Twitter and Instagram posts mentioning pumpkin spice.
Surprisingly, only 8% of these posts were negative, suggesting that the love for this flavor far outweighs the dissenting opinions.
Overall, it is clear that pumpkin spice has managed to captivate a significant portion of the population, despite the existence of a vocal minority of detractors. Its undeniable popularity and continued sales growth in the market signify its enduring appeal.
BEFORE THE LATTE: WHAT PUMPKIN SPICE WAS
It wasn’t always this way, but Starbucks has now firmly established itself as the pioneer of the beloved autumn drink, the Pumpkin Spice Latte. Back in 2002, Starbucks set out to create a seasonal beverage that would replicate the overwhelming success of their Peppermint Mocha during the winter holidays.
While customer surveys initially pointed towards chocolate or caramel flavors, Starbucks noticed that pumpkin stood out for its uniqueness.
In the spring of 2003, a dedicated team assembled in a lab at Starbucks’ headquarters in Seattle. They brought fall decorations to set the mood and indulged in sips of espresso accompanied by bites of pumpkin pie.
Their mission was to determine the perfect blend of spices that would complement the coffee. After three months of experimentation, taste tests were conducted, and the pumpkin spice flavor emerged as the clear winner, surpassing even the popular chocolate and caramel options.
With the positive results from their trials, Starbucks decided to test the Pumpkin Spice Latte in 100 stores across Washington, D.C., and Vancouver, British Columbia, that fall.
The response was overwhelmingly positive, and the company quickly realized they had a winner on their hands. The following year, the Pumpkin Spice Latte was rolled out across the United States and Canada, becoming an instant seasonal sensation.
In 2015, Starbucks made a significant change to the recipe by adding real pumpkin to the mix. This decision further solidified the drink’s popularity and captured the hearts of even more loyal fans.
Today, the Pumpkin Spice Latte has become a cultural phenomenon, with its own dedicated following on social media platforms like Twitter, now known as X, boasting an impressive 82,000 followers.
Additionally, a Facebook fan group named the Leaf Rakers Society has gathered 43,000 members who share their love and excitement for the return of this iconic autumnal beverage.
One such fan is Jon McBrine, who typically enjoys black iced coffee throughout the year but eagerly awaits the arrival of the Pumpkin Spice Latte each fall.
Just like Jon, countless others have embraced this seasonal favorite, savoring every sip of its warm, spicy goodness as they embrace the changing colors and cooler temperatures of autumn.
“I love the flavor and I love the subculture that has evolved from this huge marketing campaign,” expresses McBrine, a graphic designer and aspiring author residing in the bustling city of Dallas.
With scorching temperatures persisting until the end of October in his region, McBrine typically opts for an iced version of his beloved beverage.
However, once a year, he indulges in a hot latte, relishing in the nostalgia of his childhood autumns spent in Delaware.
For McBrine, this annual tradition holds a special significance, serving as a gateway into the season. “It’s almost like a ritual, even if you’re just waiting in the drive-thru,” he explains.
The act of enjoying a hot latte becomes a deliberate moment of connection to the changing weather and the vibrant essence of fall.
The captivating flavor of this beverage captivates McBrine, drawing him into a subculture that has emerged from the massive marketing campaign surrounding it.
It is through this shared love for the drink that he feels a sense of belonging to a larger community, one that embraces the uniqueness and allure of this cultural phenomenon.
Living in a city where the heat lingers longer than expected, McBrine’s choice to have his latte on ice for the majority of the year is a practical one.
Yet, when the right time comes around, he joyously embraces the warmth of a hot latte, cherishing the memories it evokes and the connection it fosters with the autumn season.
In the end, McBrine’s love for this beverage transcends mere taste preference. It serves as a symbol of the seasons, a ritual that brings him closer to the essence of fall, and a testament to the power of marketing in shaping subcultures.
THE PUMPKIN SPICE LATTE AS SENSORY EXPERIENCE
“I love the flavor and I love the subculture that has evolved from this huge marketing campaign,” expresses McBrine, a graphic designer and aspiring author residing in the bustling city of Dallas.
With scorching temperatures persisting until the end of October in his region, McBrine typically opts for an iced version of his beloved beverage.
However, once a year, he indulges in a hot latte, relishing in the nostalgia of his childhood autumns spent in Delaware.
For McBrine, this annual tradition holds a special significance, serving as a gateway into the season. “It’s almost like a ritual, even if you’re just waiting in the drive-thru,” he explains.
The act of enjoying a hot latte becomes a deliberate moment of connection to the changing weather and the vibrant essence of fall.
The captivating flavor of this beverage captivates McBrine, drawing him into a subculture that has emerged from the massive marketing campaign surrounding it.
It is through this shared love for the drink that he feels a sense of belonging to a larger community, one that embraces the uniqueness and allure of this cultural phenomenon.
Living in a city where the heat lingers longer than expected, McBrine’s choice to have his latte on ice for the majority of the year is a practical one.
Yet, when the right time comes around, he joyously embraces the warmth of a hot latte, cherishing the memories it evokes and the connection it fosters with the autumn season.
In the end, McBrine’s love for this beverage transcends mere taste preference. It serves as a symbol of the seasons, a ritual that brings him closer to the essence of fall, and a testament to the power of marketing in shaping subcultures.