Searches and online engagement related to the pumpkin spice flavor have seen a notable decrease this year, according to recent data from tech companies. This decline suggests a shift in consumer preference away from the ubiquitous fall offering that first appeared in Starbucks drinks in 2003 and subsequently permeated a wide range of products.
Data analyst Jenny Lee reported that searches for "pumpkin spice" have fallen, with only 6% of the United States showing interest, a significant drop from 64% in the previous year. Lee noted that consumers are "looking for new twists on their everyday drinks, leaning into new routines over standard seasonal habits," indicating a move towards novel flavors.
Matcha lattes have emerged as a popular alternative, topping search charts in 29 states. Searches for "matcha latte" have reportedly surpassed "pumpkin spice latte" by over 260% this month. "Banana coffee syrup" is also seeing increased interest for the first time. On Pinterest, engagement with pumpkin spice content has diminished, while images of banana lattes have surged by 916%. Blueberry, marshmallow, and carrot cake lattes are also appearing more frequently on Pinterest boards.
While the pumpkin spice phenomenon is losing ground, it has not entirely disappeared. Products like Trader Joe's pumpkin spice mini sheet cake and donuts have been restocked, and Starbucks has reintroduced variations such as the Iced Pumpkin Cream Shaken Espresso and Pumpkin Spice Chai. David's Protein released a "Pumpkin Spice Gold Bar" on August 24, banking on its social media popularity.
Despite the overall decline, consumer interest in the timing of the flavor's return remains. Google noted that searches for "when do pumpkin spice lattes come out" persist, even as the general popularity of pumpkin spice lattes wanes. Pumpkin Spice lattes returned to Dunkin' on August 19 and Starbucks on August 25, though local coffee shops also offer their own versions.