Pumpkin spice has reigned as a key fall flavor for beverage launches this decade, but could market saturation threaten its leadership position? Apple cider and apple cinnamon, offering warm spices and a gateway to nostalgic memories, are two flavors challenging pumpkin spice.

Fifty-one percent of respondents said they were ready for new fall-themed flavors and 47% said they thought pumpkin spice was overrated, according to a Rubix Foods study that surveyed 464 US consumers age 18 and older online in August. Twenty-five percent said they were “completely over” pumpkin-flavored items.

As pumpkin spice products come out as early as August, consumers may be experiencing flavor fatigue, she said.

When asked which fall flavors the consumers taking the survey were most interested in seeing on menus, the top three answers all included apple. Apple butter was the No. 1 fall flavor as 49% of respondents said they would like to see it on menus.

Apple cider, with its tangy profile complemented by spices and earthy notes, ranked highly as 46% selected it as a leading fall flavor. Datassential in August projected apple cider to increase by 22% on quick-service restaurant menus over the next four years.

Caramel, cinnamon and apple are trending as beverage flavors, and Starbucks now offers a pecan oat milk cortado, said Ilana Orlofsky, senior manager, customer experience for Imbibe, Niles, Ill. Fruit-led variations like cranberry, pear, pomegranate, persimmon, fig and quinoa offer a bright, refreshing complement to spiced profiles, she said.

“Fall flavors aren’t just about coffee anymore,” Orlofsky said. “We’re seeing them everywhere, from protein shakes and powders to flavored waters and even seasonal lemonades like (McAlister Deli’s) Witch’s Brew. Pumpkin may still be the anchor, but brands are extending the season with apple, pear and peppermint twists that show up across indulgence, performance and refreshment.”

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