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Summerween to start in two weeks

Starbucks has announced that Summerween, where Halloween meets the summer, will begin this year on August 26 when their stores launch their Pumpkin Spice Latte. That is four days later than last year.

Along with their Pumpkin Spice Latte, Pumpkin Cream Cold Brew, Iced Pumpkin Cream Chai, and Pecan Crunch Oatmilk Latte will be in Starbucks stores this Summerween.

Trader Joe's had 47 pumpkin products in their stores last fall and are anticipated to have as many this year.

A 2024 survey of 2,000 American adults by Talker Research found taste preferences shifting away from pumpkin spice to other flavors. 58% of consumers now favor alternative fall flavors over pumpkin spice and 45% reported fatigue with the once-beloved spice blend.

The survey found that 3 fall flavors now outrank pumpkin spice in popularity.

• Cinnamon (39%),
• Salted Caramel (37%)
• Candy Apple (36%)
• Pumpkin Spice (32%)
• Maple (28%)
• S'mores (28%)

Research by Datassential indicates maple is surpassing pumpkin spice in popularity. 88% of consumers who have tried maple like or love it, compared to only 66% for pumpkin spice.

Surprisingly, Millennials are leading the preference change - the same generation that was largely responsible for its meteoric rise after Starbucks debuted the first Pumpkin Spice Latte (PSL) 22 years ago in 2003. The research found that 52% of Millennials are tired of pumpkin spice and 60% of Millennials agree there are better fall flavors available.

This evolution of changing fall taste preferences reflects a changing market in which consumers prioritize variety and novelty over tradition and nostalgia.

Food industry experts anticipate spicy maple (also known as "hot maple") will be ubiquitous this fall, reflecting the broader "sweet heat" trend and consumers' increasing interest in nostalgic favors with innovative twists. The flavor is positioned to become "the next hot honey."

Spicy maple is part of the broader "swicy" trend, a blend of sweet and spicy. This flavor combination offers sweet maple notes balanced with heat from peppers like habanero, chipotle, and scotch bonnet. Spicy now dominates TikTok, with “sweet and spicy recipes” searches up 312% year-over-year, according to Tastewise.

Major restaurant chains are already embracing spicy maple flavors. Buffalo Wild Wings launched new Maple Chipotle sauces, combining rich maple sweetness with a mild, smoky chipotle heat. Wingstop introduced their Maple Sriracha flavor, described as "the perfect, unexpected pairing of sweet and heat". Hardee's rolled out an entire maple-flavored lineup including biscuits and burgers.

McCormick Flavor Solutions Survey (2024) found that 44% of consumers purchase fall seasonally flavored products as soon as they're available on store shelves.

American consumers' increasing exploration of alternative fall flavors creates opportunities for location-based entertainment venues (LBEs) to diversify their seasonal food and beverage offerings beyond the traditional pumpkin spice framework.

Popular fall flavors offer the perfect opportunity to offer LTOs (limited time offerings). LBEs can catch consumers' attention with an innovative LTO, differentiate themselves from the competition, and drive attendance.

Now is the time to develop the fall favorite-flavor LTOs that will offer novelty and will help make your LBE a huge success.

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