Pumpkin Spice 2023—why the fall craze still resonates with consumers

While much of the country is still baking in summer heat, the pumpkin-spiced season is already here—at least according to brands such as Starbucks, Dunkin’, Jet-Puffed and countless others that are once again filling grocery stores and online shopping sites with pumpkin creations. Busch beer is even out with a special pumpkin brew for dogs (without the alcohol). The annual fall craze—which Starbucks helped create 20 years ago with its first Pumpkin Spice Latte—has grown to almost ridiculous proportions: SpotOn, a restaurant software and payments provider, reports that 602 pumpkin items were added to menus of its clients from July 8 to Aug. 7. The pumpkin onslaught raises the question if consumers might finally be tiring of it all. But several experts say no, indicating that, like it or not, pumpkin season remains a mainstay for brands of all kinds. “I think that fatigue can happen with any products. It’s just a reality of what we do,” said Brynna Aylward, executive creative director at Gut Toronto, whose accounts include Tim Hortons. “But pumpkin spice lattes have weirdly become kind of a cultural icon of their own. Unlike a lot of products, honestly. They're kind of inextricably linked with fall, whether you love them or you love to hate them.” Indeed, evidence shows that pumpkin products continue to be money-makers for brands of all kinds. ‘Fatigue is far from settling in’ Jungle Scout, which consults with brands selling on Amazon, found that searches for “Pumpkin Spice” jumped 246% in the 30 days ending Aug. 22 from the prior 30 days. It reported that trending pumpkin spice items include a pumpkin spice graphic T-shirt from apparel retailer Fchich, whose revenue from the T-shirt surged 3,909% from May 24 to Aug. 22. Another hot item is pumpkin spice scented wax cubes from SenSationals, whose revenue jumped 574% in that period, according to Jungle Scout. Also, keywords such as pumpkin spice syrup and pumpkin spice creamer all saw increased searches on Amazon, according to Jungle Scout. Pumpkin mainstays are seeing lifts, too. Jill McVicar Nelson, chief marketing officer at Dunkin’, said in a statement to Ad Age that “a glance at our social media accounts the day we heralded the return of pumpkin confirms that fatigue is far from settling in. Our @dunkin Instagram post from Aug.15 was actually our second most shared asset of all time.” View this post on Instagram A post shared by Dunkin’ (@dunkin) But Larry Chiagouris, professor of marketing at Pace University, warned that however popular pumpkin spice is now, interest will soon fade as the holiday season approaches. “As you start into fall, work your way through Thanksgiving and Christmas, that’s where the fatigue will set in,” he said. “If they continue to promote it after the first of the year ... it’s gonna get tiresome, because people will have already had some form of pumpkin maybe multiple times over the season. And they’re no longer looking forward to it.” Ad Age Media Summit Hear from industry leaders during October event in NYC Register here Below, a look at some of the new and returning pumpkin items brands are unleashing this year. Starbucks The coffee giant is celebrating the 20th anniversary of the pumpkin spice latte with two new seasonal beverages: the iced pumpkin cream chai tea latte and the iced apple crisp shaken espresso. Starbucks teased the editions with a social post showing their Aug. 24 arrival date carved into a pumpkin. pic.twitter.com/LszlJbjR11— Starbucks Coffee (@Starbucks) August 23, 2023 Dunkin’ The coffee and donuts chain is once again collaborating with Campbell Soup-owned Goldfish on a line of pumpkin spice grahams (shaped like the little fish, of course.) Dunkin’ is also out with its usual fall lineup including Pumpkin Spice Signature Latte, Nutty Pumpkin Coffee and pumpkin bakery treats. Busch The Anheuser-Busch InBev brand’s Pumpkin Spice Dog Brew includes pumpkin, cinnamon, ginger, turmeric and water and sells for $15 for a 4-pack of cans online. 🎃 PUMPKIN SPICE FOR DOGS? YES.WE.DID 🎃Introducing our new Pumpkin Spice Flavored Dog Brew. For a limited time only. Grab some for your pup and embrace the szn in the most Busch way possible! Available fur purchase here: https://t.co/ffXF64Y0o9 pic.twitter.com/2H5D739Afc— Busch Beer (@BuschBeer) August 23, 2023 Williams Sonoma The upscale cookware and home furnishings brand is marketing a pumpkin-spiced essential oils collection that includes candles, lotion and dish soap. Jet-Puffed The Kraft Heinz-owned marshmallow brand is trying to capture pumpkin buzz with its returning pumpkin spice-flavored marshmallows that are pumpkin-shaped. Pillsbury The General Mills-owned brand is out with a limited-edition pumpkin spice roll with pumpkin spiced icing. Oreo The Mondelēz International cookie brand brought back its limited-edition pumpkin spice-flavored creme variety. View this post on Instagram A post shared by OREO (@oreo) Tree Hut The skincare brand added a body scrub and body wash made with sugar, shea butter, nutmeg oil and pumpkin enzymes to its body collection for the PSL season. View this post on Instagram A post shared by Tree Hut (@treehut)

Pumpkin Spice 2023—why the fall craze still resonates with consumers

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