Pumpkin Spice: A Basic Trend Gone Mainstream
What comes to mind when you think of fall? Leaves changing? Football? How about pumpkin spice?
This quintessential fall flavor has won over not only the hearts of shoppers but also shelf space as more and more brands release a seasonal pumpkin spice flavor as the season rolls around each year.
While the pumpkin spice latte may have driven this flavor’s rise to fandom, this flavor (and scent) is now emerging across all parts of the store. Check out a few categories and brands that represent just how widespread this flavor is today.
Pumpkin Spice Creamers
As shoppers seek a quicker and more affordable way to satisfy their PSL cravings, they have turned to pumpkin spice-flavored creamers. Brands like Califia Farms and International Delight recognized their target consumers’ previously unmet need and released plant-based pumpkin spice creams and creamers as fall came around.
SPINS data has shown plenty of consumer interest in refrigerated pumpkin spice creamers this year, with sales up 53.6% in the natural enhanced channel over the 4 weeks leading up to September 6.
Pumpkin Spice Seasonings
Shoppers have started to include pumpkin spice spices into every meal from breakfast (pumpkin spice oatmeal anyone?) to dessert thanks to the emergence of pumpkin spice seasoning and extracts from brands like The Spice Hunter and Simply Organic. So what is pumpkin spice made from? These products are usually made of some combination of cinnamon, ginger, nutmeg, and cloves.
Seasonal seasonings and extracts matching this flavor profile are showing impressive growth across all of SPINS retail samples – in the same time period, sales grew 22.4%, 41.3%, and 27% in SPINS’ Natural Enhanced, Regional Grocery, and MULO channels, respectively. This just goes to show that this flavor has widespread support across all kinds of shoppers, from committed natural to conventional.
Pumpkin Spice Frozen Desserts
From ice cream to novelties, to frozen pies, the aromatic cinnamon and ginger flavors of pumpkin spice are the perfect recipe for a seasonal dessert. Brands like Aldens Organic have seen success from pumpkin spice ice cream offerings, but frozen desserts have also proven to be an area of innovation for the flavor, with products like pumpkin spice mochi emerging.
It seems the colder weather that comes with fall has not deterred shoppers from heading to the frozen aisle, with sales of pumpkin spice flavored frozen desserts up 53.6% and 37.7% in the natural channel in the 4 and 12 weeks up to September 6, respectively.
Pumpkin Spice Candles
This flavor isn’t just for food: Candle brands have been taking advantage of pumpkin spice’s popularity, with sales up 9.5% and 30.8% in the 12 and 4 weeks leading up to September 6, 2020 in SPINS’ Natural Enhanced Channel. Shoppers are cozying up in their homes with brands like Root, relaxing with the sweet scent of pumpkin spice.
Brands: Is Pumpkin Spice Right for You
If you haven’t yet delved into the world of pumpkin spice, you can find out if a seasonal variety is right for your brand by using SPINS' Product Intelligence.
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Retailers: Keep an Eye on Innovation
Retailers who join the SPINS Retailer Network reflect these and other trends on their shelves as they emerge. Access to trends and insights is just one benefit of joining.
When you understand what matters to consumers right now—whether it’s dietary choices or ingredient preferences—you can identify which products to research, try, and get on your shelves as quickly as possible.
Because SPINS data lets you take a deep dive into changing habits and preferences, you can ensure you’re stocking upcoming and current in-demand products in place of underperforming products. Armed with a clear view of the market, you can make more informed decisions about assortment, promotion, and pricing.
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