Fresh off the dog days of summer and shoppers are already cozying up to the fall aesthetic, dreaming about a warm spiced latte, cool autumnal winds, and a crackling fireplace. This year, however, the quintessential flavor of the season, pumpkin spice, has a nutty new opponent – pecan.
Crowned the fastest-growing fall flavor by DoorDash, pecan orders are already up 28% year-over-year, while gingerbread and apple tied for second place.
“We’re seeing what I call comfort rushing, where people reach for fall staples earlier than ever as a way to ease the end-of-summer slump,” said Cristen Milliner, consumer trends expert at DoorDash, in a statement.
This trend is well-documented in recent years, whether it be Summerween creating a Halloween candy spike in July, or pumpkin spice lattes (affectionately called PSLs) being enjoyed as early as August 9 at 9:45 a.m., according to DoorDash data, shoppers are eager to get a jump start on the season.
Retail and foodservice giants are hopping on the trend with pecan as its front runner. Earlier this summer Snickers debuted Snickers Pecan with a deep orange packaging reminiscent of fall.
Moreover, Starbucks will debut a new Pecan Oatmilk Cortado on its fall menu debuting Aug. 26 alongside the return of the Pecan Crunch Oatmilk Latte. The Cortado beverage incorporates equal parts milk and coffee with pecan-flavored syrup.
Golden Waffles CEO Michael DiBeneditto told The Food Institute cozy flavors that evoke the fall season’s warmth, such as toasted pecan, maple, and chai, are all currently trending, often appearing as LTOs as early as mid-August to drive consumer excitement.
“These flavors work exceptionally well in breakfast staples like waffles and pancakes and can be low lift for operators,” DiBeneditto said. He added that toasted pecan, in particular, fits into the growing “swalty” flavor trend.
Have We Hit Peak Pumpkin Spice Latte?
Since Starbucks introduced PSLs to the café scene, they’ve signaled the start of the coming season with a devoted fanbase and international charm.
Pumpkin spice, and PSLs, are still ingrained in American culture. Starbucks PSLs alone rake in over $500 million in a season, and pumpkin spice-themed IP can be found in everything from Krispy Kreme Pumpkin Spice Original Glazed Doughnuts to Pumpkin Spice Latte dog treats.
Nevertheless, today’s consumers diverge greatly from those of the aughts, and brands are challenged to keep up with current trends.
“Consumers are craving something new, and that’s where regional flavor preferences and new menu innovations are starting to shine, from pecan in Texas to apple in New York,” said Milliner.
Pecan is an obvious choice for restaurant operators to experiment with on their fall menus, offering sweet/savory versatility, nostalgia, and a better-for-you “permissible indulgence” factor.
Moreover, pecans complement other fall flavors, such as maple, cinnamon, caramel, or apple, while catering to consumers’ desire to platform culturally-relevant ingredients – pecans are deeply imbedded into southern culture and cuisine.
DoorDash’s state map of signature fall flavors shows how pecans can grow across the country, especially when paired with other popular iconic flavors.
Many of these fall favorites on the list, however, failed as café drink offerings without the help of other influential ingredients.
Food & Wine reported that Starbuck’s fall menu leaves out some of its former seasonal innovations, including the Iced Apple Crisp Nondairy Cream Chai, and Iced Caramel Apple Cream Latte. The move suggests that, although apple and caramel are iconic, they don’t make the cut quite like pecan in the returning Pecan Crunch Oatmilk Latte.
Last year, The Food institute reported on the potential for pecans to go toe-to-toe against pumpkin spice. In a Talker Research survey conducted on behalf of Post Honey Bunches of Oats, 58% of respondents indicated that pumpkin spice has fallen out of favor, with 26% choosing pecan to be their favorite contender.
Cover Image Via Golden Waffles
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