The Reason Pumpkin Spice Lattes Arrived in August This Year

One theory holds that the impact of Covid Delta which made for a confusing, disappointing summer has everyone yearning for the return of fall, symbolized by the iconic PSL (pumpkin spice latte). 

Whatever the real reason, Millennials and Gen Zs love it - and want it now. JL 

Kathryn Lundstrom reports in Ad Week:

A quarter of Americans - (reflecting) increased excitement among Gen Z and millennial consumers - said the end of August is “just right” for pumpkin spice’s seasonal debut. Dunkin’ launched its line of pumpkin products on Aug. 18 this year. That’s despite being over a month before the official start of fall and, earlier than ever before. Starbucks hasn’t released the date for the 2021 return of its PSL. It has crept earlier each year. Last year, it was available on Aug. 25. Baked goods and ice cream both beat out the iconic PSL for best vehicle for pumpkin spice. Pumpkin spice beer was the least popular

While some feel the time is ripe to cancel pumpkin spice altogether, the fall flavor still has a strong fanbase among American consumers—especially the younger cohorts.

Some even feel the pumpkin spice season could start a little earlier.

According to a Morning Consult survey conducted this month, a quarter of Americans said the end of August is “just right” for pumpkin spice’s seasonal debut. And while those impatient autumnal enthusiasts are still in the minority, they’ve certainly added to their ranks since last year. In 2020, just 19% said that late August was an appropriate time for pumpkin spice flavors to return to menus and grocery store shelves—six percentage points lower than this year.

Extending pumpkin spice’s real estate on the calendar year can’t go on forever, of course. But brands are happily responding to consumers’ out-of-season tastes.

GIVE ME MY PUMPKIN SPICE LATTE: A BRIEF HISTORY OF THE ICONIC PSL

Resetting the brand calendar

Dunkin’, for example, launched its line of pumpkin products on Aug. 18 this year. That’s despite being over a month before the official start of fall on Sept. 22—and, as the trend dictates, earlier than ever before.

So far, Starbucks hasn’t released the date for the 2021 return of its trademark PSL. Prior to 2018, the drink didn’t hit menus until September. But that year’s debut was Aug. 28, and it has slowly crept earlier each year since. Last year, it was available on Aug. 25.

Despite that increased excitement among Gen Z and millennial consumers, the vast majority of respondents to Morning Consult’s survey still felt October was the best time to start selling pumpkin spice products. Nearly three-quarters of consumers said mid-October was “just right” for businesses to debut the seasonal flavor, while 8% said that’s too late. One in five said that early November is too late for pumpkin spice to hit menus and shelves.

A rite of fall? Or a year-round ‘right’?

When asked whether they’d prefer pumpkin spice to be a year-round flavor option, 40% said yes (up three percentage points from last year), while 45% said it should stick to its seasonal schedule (the same percentage as in 2020).

Whipped cream-topped PSLs might be the first thing to come to mind amid pumpkin spice discourse, but coffee drinks only represent a portion of the plethora of gourd-centric seasonal offerings—and they’re not even the most popular.

Baked goods and ice cream both beat out the iconic PSL for best vehicle for pumpkin spice, and savory pumpkin spice foods (like Cup Noodles’ new pumpkin spice ramen flavor) tied with hot coffee drinks and candies. Pumpkin spice beer was the least popular, with only 28% of respondents saying they enjoyed the seasonal libation.