Pumpkin spice, or pumpkin pie spice, has become a staple flavor of the autumn season in the United States. The blend typically includes cinnamon, nutmeg, ginger, cloves, and allspice, creating a warm and comforting taste that is often associated with fall. Merriam-Webster officially added the term to its dictionary in 2022, recognizing the widespread use and popularity of this seasonal flavor.
The history of pumpkin spice dates back to the early days of American colonization when colonists began incorporating the sweet gourd into pastries. However, it wasn’t until 1934 when McCormick and Company introduced the first commercial pumpkin pie spice that the modern universal version of the blend was established.
The true explosion of pumpkin spice’s popularity came in 2003 when Starbucks introduced the Pumpkin Spice Latte, also known as the ‚PSL‘. Developed in the company’s „Liquid Lab“ in Seattle, the Pumpkin Spice Latte quickly became a seasonal favorite among coffee drinkers. Starbucks tested the beverage in select locations before launching it nationwide the following year, selling hundreds of millions of Pumpkin Spice Lattes since then.
The success of the Pumpkin Spice Latte inspired other brands to incorporate pumpkin spice into a wide range of products, from food and beverages to deodorants and scented candles. The flavor’s popularity continued to grow, with sales of pumpkin-spiced products surpassing $800 million according to NielsenIQ data. While the number of products with pumpkin spice may have slightly decreased in recent years, its enduring popularity is expected to remain strong.
Lynn Dornblaser, director of innovation and insight at Mintel Consulting, emphasized the enduring appeal of pumpkin spice, stating that its proliferation across various categories demonstrates the strength of the flavor. She believes that pumpkin spice is here to stay, as consumers continue to seek out familiar and comforting flavors like pumpkin spice.
Research professor Lee McPheters from Arizona State University’s WP Carey School of Business explained that the obsession with pumpkin spice can be attributed to its association with familiarity and comfort. Similar to the smell of fresh-cut Christmas trees, pumpkin spice evokes feelings of coziness and nostalgia, making it a beloved flavor for many.
In conclusion, pumpkin spice has become a beloved symbol of the autumn season, with its warm and comforting blend of spices capturing the hearts of consumers across the country. Whether enjoyed in a latte, pastry, or even a scented candle, pumpkin spice continues to be a popular flavor that brings a sense of familiarity and comfort to many.