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What led to the rise in popularity of pumpkin spice drinks?

Pumpkin spice, or pumpkin pie spice, has become a ubiquitous flavor during the autumn season, with its warm and comforting blend of cinnamon, nutmeg, ginger, cloves, and allspice. This popular spice mixture is commonly used in pumpkin pie, but its versatility has led to its incorporation into a wide range of food and beverage products. In 2022, Merriam-Webster officially added the term „pumpkin spice“ to its dictionary, reflecting the widespread popularity of this seasonal flavor.

The history of pumpkin spice dates back to the early days of American colonization when colonists began using the sweet gourd native to the Americas in pastries. The modern version of pumpkin pie spice was introduced in 1934 by McCormick and Company, marking the beginning of its commercial availability. However, it was the introduction of the Pumpkin Spice Latte by Starbucks in 2003 that truly propelled pumpkin spice into mainstream popularity.

Starbucks‘ research and development team created the Pumpkin Spice Latte by combining the flavors of pumpkin pie with espresso, resulting in a delicious and comforting beverage that quickly became a seasonal favorite. The success of the Pumpkin Spice Latte inspired other brands to incorporate pumpkin spice into their products, leading to a proliferation of pumpkin-spiced items in the market.

The popularity of pumpkin spice shows no signs of slowing down, with sales of pumpkin-spiced products surpassing $800 million according to NielsenIQ data. While the number of pumpkin spice products may have slightly decreased in recent years, the flavor remains a staple during the fall season. Lynn Dornblaser, director of innovation and insight at Mintel Consulting, believes that the enduring appeal of pumpkin spice across various product categories demonstrates the strength of the flavor and predicts that it will continue to be a popular choice for consumers.

According to Lee McPheters, a research professor at Arizona State University, the widespread 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 nostalgia and warmth, making it a beloved flavor for many.

In conclusion, pumpkin spice has evolved from a traditional pie spice to a cultural phenomenon, with its comforting and familiar taste captivating consumers across the globe. Whether enjoyed in a latte, baked goods, or even household products, pumpkin spice continues to be a beloved flavor that symbolizes the essence of autumn.

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