Pumpkin Spice Still Soars to Seasonal Heights

While U.S. consumers are busy enjoying pumpkin spice lattes and muffins, critics are wondering when the pumpkin spice madness will end. New York Times writer Frank Bruni called the “fake” flavor “the odoriferous emblem of commercialism without compunction or bounds. It’s the transformation of an illusion – there isn’t any spice called pumpkin, nor any pumpkin this spicy – into a reality” and jokingly blames it for all that is wrong with America.

Americans have been enjoying the flavor since 2003, however, and for haters like Bruni, there’s bad news from Chicago-based research firm Mintel. Diana Kelter, foodservice analyst at Mintel, noted in a recent blog that pumpkin spice flavors are expected to stick around a while. “Pumpkin consistently remains high in demand every fall, noting 29 percent growth in menu mentions from quarter four 2015 to quarter four 2016, according to Mintel Menu Insights,” she wrote.

Before anybody gets the brilliant idea of adding the flavor year-round, though, Kelter pointed out that a seasonal treat is special only if it appears for a limited time and builds consumer excitement. The big three breakfast competitors – Dunkin’ Donuts, McDonald’s, and pumpkin spice latte originator Starbucks – already show signs of struggling to keep the spiciness in pumpkin spice. Some vendors are rolling out their pumpkin-flavored offerings sooner, while others flavor more and more items with pumpkin spice. Starbucks tries to keep its official pumpkin spice latte release day a secret, creating the same suspense as a good ghost story.

Kelter cautioned that “operators have a fine line to maintain when it comes to releasing pumpkin flavored products earlier and earlier every year. With pumpkin season often lasting well into November, before holiday flavors take center stage, operators risk building up excitement too early without being able to sustain it through the fall season.”

Meanwhile, product and menu developers are launching Thanksgiving and Christmas flavors before the pumpkin spice thrills subside, such as Denny’s Cranberry Orange and White Chocolate Raspberry pancakes that debuted in early October.

Grocerant-Ready Ideas:

• Pumpkin-plus variations in baked goods, such as pumpkin-nut and pumpkin-seed  
• Apple cranberry combinations for more fall inspiration
• Savory seasonal specialties, like turkey dinner pot pies and sandwiches