Looking for a spice pumpkin? Don't look for it.

Someday, another innovative product that rides on a cultural time may appear, but the popularity will continue to continue, according to experts.

Published on October 8, 2024 Carla Salpini Senior Editor

Starbucks Pumpkins Pice Latte is so popular that it is as popular as PSL.

Listen to the article 16 minutes This audio is automatically generated. Please let us know if you have any comments.

This story started with a question: What happens if you get tired of pumpkin spices? It started with the question.

According to the 2022 study of Mont Claire State University's Spice Spice, despite the flavors of this season, even though researchers are actively seeking reactions, "overwhelming on social media Positive emotions were seen. From the latte to candles and body oils, there were "enthusiasm" for pumpkin spices and "fun conversations" on social media on standard resurrection.

"To be more frank, according to social media content analysis, people seem to love spices and pumpkins purely, and few people hate it openly," said researchers in 2022. There is.

Every fall is the same for retailers who are interested in spice pumpkin. Bass & Body Works has been an important portfolio of "spices that warm the body" such as pumpkins, cinnamon, cardamon, and cloves since the launch of "Sweet Cinnamon Pumpkin" in the early 2000s.

"The autumn scent inspired by pumpkins and spices is still a favorite of customers and does not change.

According to Martens, the retailer has been returning every year, such as pecan pumpkin waffles, white pumpkins, and fire pumpkins, for many years, and customers return every year to buy them. It is said to come. Last year's Future Market Insights report predicted that the pumpkin spices would be $ 1. 1 billion in 2023 and to grow at an average average growth rate of 8. 2 % in the next 10 years. < SPAN> Looking for a spice pumpkin? Don't look for it.

Someday, another innovative product that rides on a cultural time may appear, but the popularity will continue to continue, according to experts.

Published on October 8, 2024

Carla Salpini Senior Editor

Starbucks Pumpkins Pice Latte is so popular that it is as popular as PSL.

Listen to the article 16 minutes

This audio is automatically generated. Please let us know if you have any comments.

This story started with a question: What happens if you get tired of pumpkin spices? It started with the question.

According to the 2022 study of Mont Claire State University's Spice Spice, despite the flavors of this season, even though researchers are actively seeking reactions, "overwhelming on social media Positive emotions were seen. From the latte to candles and body oils, there were "enthusiasm" for pumpkin spices and "fun conversations" on social media on standard resurrection.

"To be more frank, according to social media content analysis, people seem to love spices and pumpkins purely, and few people hate it openly," said researchers in 2022. There is.

Every fall is the same for retailers who are interested in spice pumpkin. Bass & Body Works has been an important portfolio of "spices that warm the body" such as pumpkins, cinnamon, cardamon, and cloves since the launch of "Sweet Cinnamon Pumpkin" in the early 2000s.

"The autumn scent inspired by pumpkins and spices is still a favorite of customers and does not change.

According to Martens, the retailer has been returning every year, such as pecan pumpkin waffles, white pumpkins, and fire pumpkins, for many years, and customers return every year to buy them. It is said to come. Last year's Future Market Insights report predicted that the pumpkin spices would be $ 1. 1 billion in 2023 and to grow at an average average growth rate of 8. 2 % in the next 10 years. Looking for a spice pumpkin? Don't look for it.

Someday, another innovative product that rides on a cultural time may appear, but the popularity will continue to continue, according to experts.

Published on October 8, 2024

Carla Salpini Senior Editor

Starbucks Pumpkins Pice Latte is so popular that it is as popular as PSL.

Listen to the article 16 minutes

This audio is automatically generated. Please let us know if you have any comments.

This story started with a question: What happens if you get tired of pumpkin spices? It started with the question.

According to the 2022 study of Mont Claire State University's Spice Spice, despite the flavors of this season, even though researchers are actively seeking reactions, "overwhelming on social media Positive emotions were seen. From the latte to candles and body oils, there were "enthusiasm" for pumpkin spices and "fun conversations" on social media on standard resurrection.

"To be more frank, according to social media content analysis, people seem to love spices and pumpkins purely, and few people hate it openly," said researchers in 2022. There is.

Every fall is the same for retailers who are interested in spice pumpkin. Bass & Body Works has been an important portfolio of "spices that warm the body" such as pumpkins, cinnamon, cardamon, and cloves since the launch of "Sweet Cinnamon Pumpkin" in the early 2000s.

"The autumn scent inspired by pumpkins and spices is still a favorite of customers and does not change.

According to Martens, the retailer has been returning every year, such as pecan pumpkin waffles, white pumpkins, and fire pumpkins, for many years, and customers return every year to buy them. It is said to come. Last year's Future Market Insights report predicted that the pumpkin spices would be $ 1. 1 billion in 2023 and to grow at an average average growth rate of 8. 2 % in the next 10 years.

That's not true for all calendar-friendly product releases: Jin Ah Choi, an assistant professor at Montclair State University who worked on the Spiced Pumpkin study, said she looked at St. Patrick's Day and Shamrock Shakes in the same way and found the timely drink didn't have the same appeal. Pumpkin, on the other hand, is here to stay, and consumers aren't ready to let it go. "Millennials are bringing back all of that old culture, like Y2K fashion and baggy jeans.

The Starbucks Effect

Starbucks is widely credited with bringing pumpkin spice to the mainstream, thanks to the ingenuity of its espresso beverage team. The coffee chain's Instagram account is full of posts about the return of the pumpkin spice latte and other less culturally significant fall drinks (the frozen apple crisp macchiato).

And while other companies have jumped on the bandwagon, Starbucks remains the champion of the pumpkin spice latte movement. The company captures more than half of the online content for pumpkin spice lattes, according to Montclair researchers, compared to just 4% for rival Dunkin'.

According to the 2022 study of Mont Claire State University's Spice Spice, despite the flavors of this season, even though researchers are actively seeking reactions, "overwhelming on social media Positive emotions were seen. From the latte to candles and body oils, there were "enthusiasm" for pumpkin spices and "fun conversations" on social media on standard resurrection.

Ironically, Starbucks didn't want to talk about Pumpkin Spice this year; the coffee chain declined a Dive interview request about its iconic drink.

Check out the Instagram post:

In some ways, the success of the Pumpkin Spice movement speaks for itself. In addition to coffee-specific knockoffs, 7-Eleven has its Pumpkin Spice Slurpee, Chobani launched a pumpkin yogurt drink this year, and Dunkin' is offering a new Pumpkin Spice drink. There are Pumpkin Spice Games, Pumpkin Spice balms, and even offers like Pumpkin Spice Facials and a PSL-themed Orangerie Workout.

What Starbucks accomplished with its Dream Team Plumpkin Spice Latte is the product innovation team's dream: create something that will be wildly successful and part of the cultural conversation for years to come. But it wasn't always this way.

"It's been 21 years now, but the last five to eight years have seen the attention given to the drink. 'I remember going to Starbucks when I was shy.' Oh, here's the new thing. 'Look, drink it in a little cup.' So it's been a long time. 21 years of dedication and experimentation and commercials."

For Barbara Kahn, a marketing professor at the Wharton School of the University of Pennsylvania, part of the original appeal of pumpkin spice was that it was manufactured. "That's what really piques my interest: What is this pumpkin spice thing? The other thing is, you can only have it at this time of year."

It's not just pumpkin spice anymore: Starbucks sells pumpkin cold cream and pumpkin cold brew cream, and Bath & Body Works is offering pumpkin lovers a novelty with scents like pumpkin chai and pumpkin s'mores. The scent is most popular in home fragrances, but the retailer also sells its fair share of lotions, soaps, sanitizers and other products.

"For example, by adding clove to our Pumpkin Smoker and Pumpkin Bonfire 3-wick Candle, we're adding a new twist to the fall staple that we all know and love: pumpkin spice."

It's not exactly clear why pumpkin spice has taken hold as a drink, a flavor and a cultural staple. But as Kahn noted, part of it is timing. It was an idea to take advantage of the season and a way to try something new. Once it was successful, it was natural to repeat it.

"It worked, so you just keep doing it. It's like walking into Valentine's Day and saying, 'Okay, this year let's do hearts. Next year let's do flowers. Hearts work, so go with that.'

"There's a sensory dimension that goes beyond the product itself."

Associate Professor, Montclair State University

Pumpkin spice comes at a convenient time, before Thanksgiving and Christmas but after the summer holidays. Yi Luo, an associate professor at Montclair University and the third member of the Pumpkin Spice research team, noted that the concept bridges the gap between holidays and also anticipates Halloween and fall more broadly. Pumpkin lattes are best enjoyed when the weather starts to cool, which is very directly tied to the changing of the seasons, the researchers say.

In fact, a 2022 study went so far as to say that pumpkins may achieve "similar cultural longevity" in more established rituals like eating turkey on Thanksgiving and chocolate on Valentine's Day.

"Pumpkins have a sensory aspect that goes beyond the product itself," Benton says. "Peppermint doesn't have the same correlation. And mint doesn't have the same associations. It has a temporal connection that you don't find anywhere else."

And pumpkin spice has something that other seasonal staples don't. #PumpkinSpiceGirl

No, this term doesn't refer to the fall-themed edition of the iconic '90s pop group. But the phrase has made its way onto social media as some people consider pumpkin spice a part of their identity. A Moncler 2023 study on Pumpkin Spice found that social media users are increasingly saying the term and identifying themselves as "Pumpkin Spice Girls."

"This identity association suggests that Pumpkin Spice has evolved from a commercial product to an important cultural symbol in American pop culture.

When Retail Dive searched for the term on Instagram, a content creator who calls herself "thepumpkinspiceboo" prominently featured "Pumpkin Spice Latte Girl" on her profile. Another influencer who calls herself the "Queen of Fall" uses the handle "the. pumpkin. spice. girls." Both accounts post almost exclusively fall-themed content.

"I think especially on social media, people are looking for some kind of clear identifier to help their content or their channel stand out," she said. "Pumpkin spice is a great way to connect with your fans and followers." Check out this Instagram post

Choi points out that consuming Starbucks' Spice Spice Latte in particular can even create a sense of superiority, deepening customers' associations with the brand and the product. And in some regions, consuming pumpkin spice products has become a way of letting people know that the recession has officially arrived. "You have to symbolically put on your Uggs, symbolically put on your vest, and drink pumpkin spice." Marten Bath & Body Works also noted that fragrance itself is "a deeply aesthetic experience that can often be transportive." For that reason, the retailer's product team often travels to major cities around the world to find inspiration for new scents. For example, to pursue this year's fall fragrance, the Bath & Body Works team visited the Hudson Valley in upstate New York, drawing inspiration from experiences such as apple picking and fall wreaths. "Pumpkins may evoke autumn memories, maybe spending time with family and friends over the holidays, walking in the park as the leaves change color, or running next to a bonfire," Martens says. "When fall comes, we think of pumpkins." "It really makes you feel the season.

A 2021 Johns Hopkins University study highlighted that the scent of spiced pumpkins stimulates nostalgia, reminding shoppers of fond memories. Of course, marketers have known about the influence of the senses in inspiring shoppers to buy for a long time.

"Why not memes and other things? Why not memes and other things?

Professor of Marketing, Wharton School, University of Pennsylvania