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It’s gone from a Starbucks flavor to a whole season. We crunch the numbers on the taste that became an industry
Pumpkin spice season, which officially began the last Tuesday of August when Starbucks released its fall drinks menu, is not the same as fall. It’s more about the idea of fall.
During pumpkin spice season, there are no cold rainy days, or uncomfortable family gatherings. Instead, all is crisp air, fuzzy sweaters, leaf piles, college football, bonfires, Taylor Swift albums and an overwhelming feeling of coziness. Scandinavians have hygge; Americans have pumpkin spice.
It’s such a lovely idea that other coffee shops and grocery stores, in a quest to beat Starbucks at its own game, have started rolling out their pumpkin spice products earlier and earlier in August. The 7-Eleven pumpkin spice latte launched this year on 5 August, which, in the northern hemisphere, is still indisputably summer.
Increasingly unlikely and downright gross products now offer pumpkin spice options, including bone broth protein, deodorant and poppers. There’s nothing that can’t be pumpkined.
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During the fiscal year that ended on 30 July 2022, Americans purchased more than $236m
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