Many brands take advantage of seasonal flavors and trends. One flavor that has taken over the fall is pumpkin spiced goods.
In the fall it seems like every brand produces some sort of pumpkin spiced or flavored product. When you enter a store you are surrounded by pumpkin. In 2013, sales of pumpkin-flavored products were around $350 million according to Nielsen. 70 percent of pumpkin oriented sales in the United States occur between September and November.
Popular Pumpkin Brand Offerings
Starbucks Pumpkin Spiced Lattes
In 2003, Starbucks was working diligently to come up with a seasonal drink for Fall. Back then, Starbucks offered seasonal drinks that mostly clustered around Christmas. One drink that proved to be successful was the peppermint mocha. Due to the success of the Christmas seasonal drinks, Starbucks decided they wanted a Fall drink.
A team of Starbucks product managers debated which flavors were the most appealing with coffee. The team compiled a list of 20 potential flavors for a Fall drink. They conducted an online survey and invited customers to select which potential latte sounded the most appealing. The pumpkin pie latte did not fare well in the survey. Pumpkin at the time seemed like a bizarre choice to implement due to the survey results however, they decided to stick with it. Luckily, 11 years later the beverage has proven to be one of the company’s most successful offerings ever. Since 2003, Starbucks has sold over 200 million pumpkin spiced lattes.
Chobani Pumpkin Spice Greek Yogurt
Chobani released a “limited batch” of Pumpkin Spice Greek yogurt, it has been one of Chobani’s most successful launches according to the yogurt maker. Chobani Chief Marketing and Brand Officer Peter McGuinness describes the product as being different from competitors because it has real pumpkin puree and spices. McGuinness believes that the limited batches will be brought back due to popular demand and may even become a permanent part of their product line.
Pumpkin Spiced Oreos
Milk’s favorite cookie has jumped onto the pumpkin spiced bandwagon. This year the brand introduced a Pumpkin Spiced Oreo. The cookie features vanilla cookies filled with bright orange crème that has a cinnamon flavor with a bit of nutmeg. Oreo is no stranger to flavor experiments. Last year, Oreo produced a candy corn flavored Oreo and a watermelon flavored Oreo. Reviews were generally mixed on these flavors however the pumpkin spice flavor has received many positive reviews.
The Present and Future of Pumpkin
Brands are producing pumpkin related products at an astounding rate. Pumpkin flavors are being added into everything, from marshmallows, to beer, and much more. Many other successful pumpkin products include: Jet Puffed Pumpkin Spice Mallows, Thomas Pumpkin Spice English Muffins, Pinnacle Pumpkin Spice Vodka, and Samuel Adams Harvest Pumpkin Ale.
Pumpkin flavored offerings have caught on like wildfire and they are expected to grow in the future. Products in the future will become even more bizarre and brands will continue to be creative with what they can add pumpkin to. The pumpkin trend is here to stay and it will be interesting to see if any other seasonal flavors will catch on the way pumpkin has.