Fans fear pumpkin spice may be ‘dethroned’ as customers are turning to three new flavors for the season

PUMPKIN spice used to be synonymous with the start of the fall season.

However, research shows that pumpkin spice's reign is coming to an end, with customers turning towards other fall flavors instead.

Pumpkin spice has long been the reigning king of fall flavors.

In 2003, Starbucks rolled out its now-infamous Pumpkin Spice Lattes in select markets.

By the fall of 2004, the drink was available across stores in the US and Canada, and it has been flying off shelves ever since.

By 2019, Starbucks estimated that it had sold over 424 million PSLs since launching the drink nearly 20 years earlier, as reported by Forbes.

Many retailers, including competitors Dunkin', Tim Hortons, and Peet's Coffee caught on, launching their own signature drinks featuring the fall favorite.

Pumpkin spice mania continued, expanding beyond beverages, with pumpkin spice desserts and snacks stocking shelves weeks before temperatures dropped during the fall season.

The long-lasting trend, however, is beginning to show signs of stalling.

WATCH THE THRONE

According to a Talker Research survey of 2,000 US adults, 58% "believe that there are better, unsung heroes during the fall season."

The survey, conducted on behalf of Post Honey Bunches of Oats, also found that 45% of adults are "tired" of the now "basic" pumpkin spice flavors.

The stats are even more significant when narrowed down by generation.

“Results revealed that 52% of millennials are tired of pumpkin spice," said Erin Crawford, Senior Brand Manager.

Millennials make up around 22% of the US population, making them the largest generation group in the country.

"Another 60% [of millennials] agree that there are better flavors,” Crawford added.

Millennials also spend around $600 billion per year in the US alone, according to Porch Group Media.

Fall Flavors

According to a Talker Research survey, which polled 2,000 US adults, 34% said fall was their favorite season.

Another 31% of surveyed consumers also believe that "fall doesn’t get the respect it deserves."

While pumpkin spice has long been the "king" of fall flavors, there are plenty of other flavors, seasonings, and foods to incorporate into your daily routine this fall.

Try some of the following for some major autumnal vibes:

• Maple
• Cinnamon
• Pear
• Apple Cider
• Brown Butter
• Sage
• Butterscotch
• Mulled Wine
• Apple Pie
• Clove
• Caramel Apple
• Cider Doughnut
• Ginger
• Apple
• Sweet Potato
• Peanut Butter
• Fig
• Caramel
• Chai
• Nutmeg
• Bourbon
• Cranberry
• Pecan
• Hazelnut
• Allspice
• Masala Chai

“Whether you’ve been enjoying your favorite fall flavor for years or you’re just starting to search for a new one, it’s time to step away from pumpkin spice and enter a new era," Crawford said.

Many consumers – millennials included – are increasingly shifting towards an array of other fall flavors.

Pumpkin spice, once considered the reigning champ of fall flavors, is reportedly the fourth most popular flavor with consumers in 2024.

It's also dangerously close to falling out of the top five altogether.

NEW SPICES IN TOWN

Consumers are by and large bypassing pumpkin spice flavors.

Three relative newcomers are scrambling for the throne of fall's fan-favorite flavor, including cinnamon, salted caramel, and apple/candy apple.

When asked to rank their top five fall flavors, 2,000 US adults ranked pumpkin spice in fourth place, with just a four percent lead over the fifth-place winner, maple.

The top five fan-favorite fall flavors, by percentage, include:

• Cinnamon (39%)
• Salted caramel (37%)
• Apple/candy apple (36%)
• Pumpkin spice (32%)
• Maple (28%)

American consumers also noted the following five flavors as "fall favorites," including:

• Pecan (26%)
• Toasted marshmallow (24%)
• Sweet potato (20%)
• Cranberry (19%)

In another blow to the formerly beloved flavor, 32% of surveyed US consumers believe that pumpkin spice should be "off limits" during the winter, spring, and summer months.

However, 35% of surveyed adults also agreed that newcomers like cinnamon and salted caramel, as opposed to their pumpkin spice predecessor, could be enjoyed year-round.

Still, two statistics unified a majority of consumers.

Almost three in five surveyed adults – that's 59% – are "likely to indulge in fall flavors during other seasons," with 39% adding that they "enjoy seasonal flavors more during the fall."

The trends also followed for fall food options, with two-thirds of surveyed adults preferring their fall treats to be "both salty and sweet."

The top three salty and sweet snacks, according to survey responses, are:

• Peanut butter and chocolate (48%),
• Chocolate pretzels (43%),
• Honey-roasted nuts and salted caramel (42%)

“Whether you prefer sweet, salty, or a combination of the two, the possibilities are endless during the fall and beyond,” said Crawford.

FALL FAVORITES

While summer is still in full swing, many retailers are switching out their inventory in favor of the upcoming season.

Not all customers are happy about seeing fall essentials hitting the shelves at record speeds.

Some frustrated shoppers have already voiced their complaints, telling retailers to stop 'pushing the season.'

Many chains are also choosing to get a head start on autumn.

Dunkin is set to launch its 2024 Fall Menu on August 28, featuring an array of fan favorites and new items, like the Almond Spice Iced Coffee.

Starbucks is also rumored to be launching an array of new beverage items in the coming weeks, including an Iced Apple Crisp Cream Chai.