The popularity of pumpkin spice has officially fallen like autumn leaves. According to a recent survey of 2,000 American adults by Talker Research, 58% of respondents reported that they now favor alternative fall flavors over pumpkin spice, and 45% reported fatigue with the once-beloved spice blend.
Surprisingly, Millennials are leading the charge – the same generation that was largely responsible for its meteoric rise after Starbucks debuted the first Pumpkin Spice Latte (PSL) in 2003. What was initially a sippable seasonal experiment quickly snowballed into an internet sensation and cozy autumn trend on social media platforms like Instagram; but after two decades of pumpkin spice dominance, Americans are ready for a change.
So, which autumn flavors are starting to steal the spotlight?
2024 Fall Favorites
The survey results revealed that three fall flavors are giving pumpkin spice a run for its money this year, and they’re neck and neck. About 39% of Americans ranked cinnamon as their favorite, with 37% favoring salted caramel and 36% choosing candy apple. Pumpkin spice finished in fourth place at 32%, followed by:
- maple (28%)
- s’mores (28%)
- pecan (26%)
- toasted marshmallow (24%)
- sweet potato (20%)
- cranberry (19%)
Some generations are more fervent in their flavor preferences than others, though. Approximately 32% of Millennials are more likely to go to bat for their favorite autumn flavor, compared with 19% of Gen Xers.
Timing is another topic of discussion, as 32% of respondents contend that pumpkin spice should be off limits in every season but fall, while 14% expressed the same sentiment toward candy apple. In contrast, 35% believe salted caramel and cinnamon are acceptable flavors to enjoy year-round.
Nearly a third of Americans claimed they’ll happily indulge in any fall flavor they please, regardless of the season.
America’s nostalgic attachment to autumn remains strong, with 34% of respondents identifying fall as their favorite time of year. However, the rise of alternatives like cinnamon and salted caramel suggests a broader trend toward flavors that are not confined to one specific season and can offer much of the versatility that pumpkin spice lacks.
This evolution reflects a changing market in which consumers prioritize variety and novelty over tradition and nostalgia.
What This Means for the Industry
Many retailers and brands are already leveraging these shifting preferences as an opportunity to diversify their 2024 fall offerings and resonate with their target markets.
Werther’s Original is capitalizing on the popularity of both caramel and candy apple by adding limited-edition Caramel Apple Hard Candies to its seasonal line alongside existing crowd pleasers like Maple Crème and, you guessed it, Pumpkin Spice.
Starbucks will be unveiling or reviving several seasonal items, including the Iced Apple Crisp Cream Chai, and Oat Milk Iced Apple Crisp Shaken Espresso, in addition to their classic PSL, Pumpkin Cream Cheese Muffin, and more.
Some retailers are adding a new dimension of “spice” to their pumpkin spice sweets with chipotle, cayenne, and other spicy seasonings, extending the summer’s swicy trend into fall.
While pumpkin spice is unlikely to disappear entirely anytime soon, its decline as the undisputed flavor of fall signals not only a change in customer tastes but also a large-scale trend toward flavor personalization and diversification moving forward.
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