Pumpkin spice continues to reign as a seasonal heavyweight in 2025. Starbucks kicked off fall early this year, relaunching its iconic Pumpkin Spice Latte (PSL) on August 26 in hot, iced, and Frappuccino formats. The Pumpkin Cream Cold Brew, Iced Pumpkin Cream Chai, and Pecan Crunch Oatmilk Latte also returned to menus, underscoring the brand’s role in defining autumn. More than just nostalgia, the PSL remains Starbucks’ most popular limited-time offering, signaling the start of the season and delivering steady demand. Industry research backs this staying power: Coherent Market Insights projects the global pumpkin spice market will nearly double by 2032, growing at a robust 10.2% CAGR.
Still, subtle signs of fatigue are beginning to surface. In Texas, pecan has overtaken pumpkin spice as the top fall flavor, with DoorDash reporting a 28% year-over-year jump in pecan orders. Earlier seasonal launches, like Starbucks’ mid-August rollout, speak to a broader “comfort rushing” trend, where consumers crave cozy, familiar flavors well before the official start of autumn.
“Pumpkin spice has moved far beyond its latte origins,” said Ilana Orlofsky, Senior Manager, Customer Experience at [formulation and flavor house] Imbibe. “This season, we’ve seen it pop up across categories, from creamers and RTDs to coffee pods and more.
Brands continue to lean into its versatility: Pepperidge Farm launched Pumpkin Spice Milanos, Snack Factory introduced Pumpkin Spice White Crème Pretzel Crisps, Betty Crocker rolled out a Pumpkin Spice Soft Baked Cookie Mix, Premier Protein debuted a Pumpkin Spice protein shake, and McCormick even created a Pumpkin Spice finishing sugar, inviting consumers to sprinkle a touch of fall onto just about anything they’re making.”
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