Why are we so obsessed with pumpkin spice-flavored items?
Americans spend more than $500 million on pumpkin spice products each year, according todata from Nielsen.
There’s a psychological reason behind this trend.
“If it's just a seasonal, limited time only, you're more likely to consume it multiple times over that same time period than if it was spread out over a long period of time,” said Jadrian Wooten, an economics professor at Virginia Tech.
“The longer it’s been since you had it, you have very fond memories of it. So a really famous example is the McDonald's McRib that just sort of comes out at random times. You just sort of forget what things tasted like,” he explained.
So the second we see those advertisem*nts for something limited-edition there's emotional value there, which experts say can drive sales because of exclusivity. But not forever.
“Customers can really only sustain pumpkin-flavored items, or any sort of seasonal flavored items, for so long. So in economics terms we consider that diminishing marginal returns,” Wooten said. “That's why we don't have it all year long; we’d get tired of it.”
Sometimes these stores can use limited-edition items, like pumpkin spice-flavored items, as a driver to get people back into their store.
What about the idea that seasonal items are being introduced earlier and earlier? Wooten says there’s a game theory-type strategy happening.
“If I release it early, somebody else is going to do it next year. You want to get those consumers to buy your product first,” he said.
For example, this year Starbucks released the Pumpkin Spice Latte on Aug. 24. In 2022, the day was Aug. 30.
“But they can't go too far back; we have things like inventory concerns, they have to have warehouses to store all this stuff. It does take up space from other items,” Wooten said.
Whether it’s lemon in the summer, peppermint in the winter or pumpkin spice in the fall, sometimes these limited-time scents and flavors can give us a break from the usual.
“We have our routines and this is a moment we can sort of disrupt our routine for a little bit, even if we’re not a full pumpkin spice lover that we have it every single day,” Wooten said.
“I think that's really fun for a lot of people,” he said.
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FAQs
There's a psychological reason behind this trend. “If it's just a seasonal, limited time only, you're more likely to consume it multiple times over that same time period than if it was spread out over a long period of time,” said Jadrian Wooten, an economics professor at Virginia Tech.
Why are we obsessed with pumpkin spice? ›
Scarcity, flavor, and nostalgia equal obsession.
The taste of pumpkin spice may be desirable due to its scarcity, as it's only available during the fall. In addition to flavor and taste, pumpkin spice can also create nostalgia.
What are the economic effects of pumpkin spice? ›
A: Sales of pumpkin spice-related products in the 12 months ending in July 2023 topped $800 million, according to NielsenIQ, a company that tracks these figures. Their report also included an estimate of the number of pumpkin spice products on the market at over 3,000, which was down about 5% over prior years.
What's the big deal with pumpkin spice? ›
Some think it relates way back to our colony days where pumpkins were one of the only crops the settlers could sustain and so, subconsciously, pumpkin reminds us of our roots. Others believe that the seasonal appeal of the pumpkin-flavor is what creates the allure. Either way, the pumpkin spice craze is here to stay.
Is pumpkin spice supposed to taste like pumpkin? ›
If what gets you going every fall is the taste of pumpkin spice, it's not the actual pumpkin you're craving. It's the spice blend (amped up with sugar) that flavors lattes, cereal, Twinkies and more.
What is the psychology of pumpkin spice? ›
The Psychology of Pumpkin Spice
- Nostalgia and Familiarity: Pumpkin spice is often associated with the fall season, holidays like Halloween and Thanksgiving, and cozy, comforting experiences. ...
- Sensory Appeal: Combining spices like cinnamon, nutmeg, and cloves creates a unique and appealing sensory experience.
Pumpkin spice, also known as pumpkin pie spice, is a mixture of cinnamon, ginger, nutmeg, allspice, and cloves. Some pumpkin spice mixes might leave out a spice or two, but most consist of at least two or three of the spices listed above.
What state is the most pumpkin spice obsessed? ›
The most pumpkin spice-obsessed state in 2022 is Washington, which makes sense since Starbucks was founded in Seattle! Washington is known for perfect PSL weather too, with many rainy days in the fall. The next (2nd) most PSL obsessed state is California.
What does pumpkin spice do to your body? ›
Pumpkin spice can be good for you, too!
Allspice can support digestive health, help reduce inflammation, and keep your immune system functioning well. Cloves contain natural antimicrobial properties and manganese, which is important for bone health. Ginger helps promote digestion.
Who started the pumpkin spice trend? ›
History. Starbucks started developing the Pumpkin Spice Latte in January 2003 following the successful introduction of winter seasonal drinks such as the Peppermint Mocha and Eggnog Latte.
My favorite substitution for pumpkin pie spice is cinnamon, anise, and cloves. It tastes kind of different (a tiny kick of black licorice taste), but it's easier on the stomach if you're sensitive.
Is pumpkin spice an American thing? ›
Pumpkin pie spice, also known as pumpkin spice, is an American spice mix, named because it is commonly used as a flavoring for pumpkin pie. It does not include pumpkin as an ingredient. Pumpkin pie spice is similar to the British and Commonwealth mixed spice, and the medieval poudre-douce.
Why does pumpkin spice taste so good? ›
You're biologically wired to like it. Any combination of fat and sugar is a big draw for us. The sugar and fat interact on our taste buds to boost the flavors and make them “pop” more than either one alone, Fernstrom noted. Meanwhile, cinnamon, nutmeg and cloves are particular taste enhancers.
Why do I crave pumpkin spice? ›
By combining the recognizable pumpkin spice flavor with sugar, you train your brain and body to remember how delicious the combination is – and as soon as you smell or even imagine pumpkin spice, your body will have an anticipatory response and crave it, Franssen said.
Why do people put pumpkin spice in everything? ›
Because food companies realized it was popular and decided to jump on the bandwagon so began making everything with pumpkin pie spice flavor.
