Between Drinks
By Lauren Sabetta
It’s that time of year again
In 1934, McCormick & Co. came up with pumpkin pie spice with the idea it would help people make better tasting pumpkin pies. Almost a century later, after introducing its pumpkin spice latte in 2003, in 2019 a spokesperson for Starbucks told USA Today that the chain had sold more than 400 million pumpkin spice lattes.
Today, as other companies saw Starbucks’ success and followed suit, it appears that pumpkin spice products have become quintessential symbols of the autumn season in many parts of the world.
In fact, according to a recent report from Coherent Market Insights, the global pumpkin spice market was estimated to be valued at $1.1 billion in 2023 and is expected to grow at a CAGR of 10.2% over the forecast period 2024-2031, surpassing $2.4 billion by 2031.
Regionally, North America leads the pumpkin spice market due to early adoption of the flavor profile and its associations with fall tradition in the United States and Canada, according to the report.
Meanwhile, as the pumpkin spice market is primarily driven by changing consumer preferences toward new and unique flavors, the report notes that manufacturers are developing pumpkin spice flavor concentrates, syrups and powders for customization into different beverages — from sports and energy drinks to pumpkin spice flavored teas. Innovations in pumpkin spice beers, cocktail mixes and mocktails utilizing the flavor also is boosting segment growth.
Dunkin’ Spiked recently unveiled its Pumpkin Spice Iced Latte, its first-ever limited seasonal offering. The Dunkin’ Spiked Pumpkin Spice Iced Latte clocks in at 6% ABV and is crafted with real coffee, pumpkin spice flavor, and a non-dairy creamer that is both vegan and lactose-intolerant friendly, the company notes.
“As one of our most highly anticipated seasonal offerings, Pumpkin Spice Latte has become a staple amid everyone’s favorite cozy season. Recognizing this, we knew we had an opportunity to create something special with an adult twist on the beloved beverage,” said Brian Gilbert, vice president of retail business development at Dunkin’, in a statement. “After receiving such an overwhelmingly positive response on our Spiked Iced Coffees after only one year in market, the Dunkin’ Spiked Pumpkin Spice Iced Latte felt like a natural addition to the line, allowing us to meet the growing demands of 21-plus consumers seeking new spiked spins on their favorite Dunkin’— and fall— flavors.”
(Image courtesy Peet’s Coffee)
Also getting into the fall spirit, Chobani and La Colombe revealed their 2024 pumpkin spice collection, which includes two new seasonal products: Chobani Pumpkin Spice Greek Yogurt Drink and Chobani Pumpkin Spice Barista Oatmilk.
“Pumpkin spice has gone from a seasonal trend to a highly anticipated staple, and we at Chobani and La Colombe couldn’t be more excited to release these quintessential fall flavors now,” said Niel Sandfort, chief innovation officer at Chobani, in a statement at the time of the release. “We are pleased to introduce our new innovations, Chobani Pumpkin Spice Greek Yogurt Drink and Pumpkin Spice Barista Oatmilk, as well as bring back our tried-and-true pumpkin offerings that embody the fall season.”
Although pumpkin spice flavored drinks remain quite popular in the fall season — with consumption typically limited to the months of September through November — by expanding on product offerings brands can increase revenues and consumer exposure to the taste, according to Coherent Market Insights.
Among other market opportunities is the rise of organic and clean label products, the report notes.
“The demand for cleaner and more eco-friendly products has been steadily growing in recent years. Consumers are increasingly seeking out organic, natural and clean label options across all product categories,” the report states. “This shift toward more sustainable ingredients presents a major opportunity for the pumpkin spice market to capitalize. Products featuring organic pumpkin, organic spices and cleaner labels without artificial flavors or preservatives could attract a whole new segment of health-conscious consumers.”
Daily Harvest, a woman-founded meal subscription service that offers pre-portioned smoothies made from organic fruits and vegetables, announced it was entering the pumpkin spice latte space this month with the launch of its own take on the classic fall beverage.
Made with only nine ingredients including organic kabocha squash (Japanese pumpkin) puree, Daily Harvest’s Pumpkin Spice Latte is lightly sweetened with organic maple syrup, the company notes. When mixed with your choice of warmed milk and a shot of espresso — or paired with cold brew and a splash of milk — our Pumpkin Spice Latte is sweet, spiced and brings all the autumnal vibes, it says.
As beverage-makers continue to expand on pumpkin spice varieties, it seems the fall-themed coffee drink is more layered than the “basic” moniker consumers have dubbed it. BI
DID YOU KNOW DID YOU KNOW DID YOU KNOW
Families are dining out more than ever, prioritizing convenience and value, according to a new national study from Affinity Group.
The study, which polled 491 families across the United States, found that 74% of families report dining out more often this year compared with last.
One of the key reasons cited for this uptick in family dining is the desire to save time and effort. With busy schedules and a hectic work-life balance, families are turning to restaurants to alleviate some of the stress and burden of preparing meals at home, the company says. In fact, 60% of families surveyed reported that they dine out specifically to save time and effort, it notes.
However, it’s not just about saving time — families also are looking for variety and value when choosing where to dine. According to the survey, 41% of families prioritize having a diverse selection of menu options, while 42% are seeking good value for their money.
“While convenience remains a top factor, families are also placing a strong emphasis on variety and value when selecting a restaurant,” said Enzo Dentico, CEO of Affinity Group, in a statement. “Our study reveals that families are seeking diverse dining experiences that satisfy the varied tastes and preferences of the entire family, as well as affordable options that fit their budgets.”
Lucky Energy drops merchandise collection
Lucky Energy Drink introduced its first merchandise collection: Origins, a modern, unisex, 12-piece line inspired by and celebrating the heart of the company, its founder Richard Laver.
Laver launched Lucky Energy to inspire people to persevere and keep going, as he learned to do, the company says. “Origins is about embracing being a Lucky F*ck. All the bad moments in life allow us to preserve, rise above them, and excel,” said Hamid Saify, chief marketing officer for Lucky Energy, in a statement. “We showcase talent that embodies what we stand for — they keep going, rising daily to thrive. Part of dropping merch is also about ensuring we’re designing things that people will want to wear, and we are excited by how we’ve integrated our core messaging into the drop.” Origins features hats, T-shirts, a sweater, hoodie and bomber, with merchandise retailing from $30 to $100. Elements of Laver’s journey, such as air and tennis, are incorporated into the merchandise (Laver was a tennis pro, and his cousin is Rod Laver), with the brand signature message: Freedom to Fly, and words of positivity displayed, such as “Today was a Good Day.” Select items will have 777 on the neck label, which entitles recipients to win prizes, including a free case of Lucky Energy and a $500 flight gift card to travel anywhere in the world, the company notes.
A fiery twist
on
bridal accessories
Fireball Whisky announced its first official contribution to matrimonial merriment: the Fireball Garter. A smoking hot twist on a timeless bridal accessory, the Fireball Garter isn’t like grandma’s garter — this one comes with a spicy little secret — tucked away in its red, lacy embrace is a pocket sized to hold a 50-ml shot of Fireball, the company says. “Fireball is committed to rewriting the rules and setting fire to traditions one shot at a time, and weddings are no exception,” said Danny Suich, global brand director for Fireball, in a statement. “Our fans have been making Fireball a part of their celebrations for years, from adult Fireball flower girls and guys, to wedding favors and more. Weddings light up when Fireball’s involved, so we thought it was high time we ignited a part of the party that was begging for something a little extra: the garter toss. We’re excited to see brides and grooms surprise their partners with something fun and unexpected that’s sure to be remembered for years to come.” The garter comes in two sizes, small-to-medium and large-to-extra-large, with each size available to purchase beginning Aug. 2 for $11.99 at fireballwhisky.com, while supplies last.
Quenching thirst on-the-go
Primo Water Corp. introduced its 5-Gallon Rolling Cooler, an insulated bag and wheeled carrying cart to keep hydration at hand at sporting events, pre-game tailgates, campsites, school functions, outdoor parties and more.The cooler bag was created to hold a 5-gallon water bottle (sold separately), and up to five pounds of ice. Its lightweight cart makes it easy to transport and can also be rolled to water-bottle exchanges and refill stations to quickly refresh a supply, the company says. “Our new Rolling Cooler continues Primo Water’s commitment to supplying consumers with quality water in a sustainable way,” said Ryan Sinclair, vice president of marketing and innovation at Primo Water, in a statement. “We’re proud to launch this easy-to-use option that makes healthy hydration accessible wherever you go.”Available in black or blue, the Primo Water Rolling Cooler will be sold online for $89.99 starting at Water.com, Target.com, HomeDepot.com and Lowes.com. Each cooler includes two coupons that can be used to purchase a Primo Water 5-gallon bottle.