Are We Over Pumpkin Spice, or Is It Just Getting Started?

Are people starting to crave less of this seasonal sensation?

BY STAFF @the Brimly Test Kitchen

November 1, 2023

Image Source/Editors @ Brimly

5 minute Read

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PERSONAL VIEW

Let's stir the pot a bit: are we still enamored with pumpkin spice, or are we secretly hoping for a new autumn champion?

For many, the arrival of pumpkin spice season is as predictable as leaves changing color in the fall: a familiar, cozy signal that cooler days are ahead. This infusion of cinnamon, nutmeg, ginger, and allspice has found its way into lattes, candles, and an array of baked goods, leading us to wonder if we're experiencing a genuine cultural phenomenon or merely riding a wave of marketing genius. Pumpkin spice has permeated the market with such intensity that it's hard to remember a time when it wasn't synonymous with autumn itself.

Yet, as with all trends, one has to wonder if the ubiquity of pumpkin spice has reached a saturation point. Are people starting to crave less of this seasonal sensation? On the social platform formerly known as Twitter, a search for "pumpkin spice overrated" yields a mix of passionate defenses and weary denouncements of the flavor. Meanwhile, on Instagram, the hashtag #PumpkinSpice brings up millions of posts, suggesting that either the love for this fall flavor is alive and well or that we're simply echoing a habit ingrained over years of exposure.

One thing's for sure: the economics of pumpkin spice must be addressed. Similar to the cunning business strategy, pumpkin spice products often act as a draw for consumers. They come for the limited-time pumpkin spice coffee but leave with bags filled with other seasonal treats. The low cost of these items — often just a few dollars for a drink — makes them an accessible luxury, an affordable indulgence that tempts consumers into the store.There's something almost comical about how pumpkin spice has been indiscriminately added to products, from breakfast cereals to dog treats. Much like the shopper who inadvertently ends up with a mountain of impulsively picked stocking stuffers during the holidays, consumers find themselves navigating a sea of pumpkin spice offerings, often more than they intended to encounter.

Still, there's evidence to suggest that pumpkin spice is not just a fleeting craze. According to data from a prominent market research firm, sales of pumpkin spice products have consistently climbed over the past few years, defying predictions of decline. It appears that for every person tired of the trend, there's another discovering it for the first time or awaiting its return with bated breath.

But could this be a case of consumers not knowing what they truly want, much like the confusion between organic and natural food items? It's possible that the social media hype and the seasonal marketing push have blurred our actual desire for the flavor. The frenzy around pumpkin spice might be a self-fulfilling prophecy: we think we should like it because everyone else seems to, and so the cycle continues.

To truly gauge whether pumpkin spice has staying power, we might need to look beyond the sales figures and social media posts to the quieter signs of consumer behavior. Are people enthusiastically sharing their pumpkin spice recipes online, or has the gesture become a performative nod to the season? When the novelty wears off, will pumpkin spice be relegated to the category of "been there, done that," or will it maintain its status as the herald of fall?

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The answer isn't clear-cut. Sometimes, the issue is not with the product itself but with the system that delivers it. Perhaps the market will self-correct, with pumpkin spice finding its natural level in the consumer consciousness. Until then, companies will likely continue to capitalize on the trend, pushing the limits of pumpkin spice until the next big flavor sensation arrives to take its place.

Whether we're at the beginning of the pumpkin spice saga or watching its peak, it's clear that for now, this flavor has carved out its niche in our cultural and commercial landscape, stubbornly hanging on like the last leaves of autumn.