Recent research suggests pumpkin spice might be losing its grip as the top fall flavor. A survey of 2,000 U.S. adults reveals that 58% believe other fall flavors deserve more recognition. Additionally, 45% are simply over the ubiquitous pumpkin spice trend.
The survey highlights a shift towards flavors like cinnamon (39%), salted caramel (37%), and candy apple (36%), which are now preferred by many over the traditional pumpkin spice. Interestingly, the average American has been favoring their top fall flavor for about eight years, with a third even engaging in debates over which flavor reigns supreme. Millennials, in particular, are passionate, with 32% of them arguing about autumn flavors, compared to just 19% of Gen Xers.
While pumpkin spice and candy apple are seen as quintessentially fall, 35% of respondents think flavors like cinnamon and salted caramel are delightful year-round. Despite this, nearly 60% of Americans admit they indulge in fall flavors outside the season.
Moreover, over a third of respondents eagerly anticipate fall more than any other season. Many find fall's cooler weather, holidays, and distinct smells particularly appealing. An impressive 75% wish for an endless fall or a place with perpetual fall weather.
As Erin Crawford, Senior Brand Manager, notes, “With 52% of millennials tired of pumpkin spice, it might be time to explore new fall flavors. Whether you're revisiting old favorites or seeking fresh ones, fall offers a variety of tastes to enjoy.”
Top Fall Flavors:
- Cinnamon: 39%
- Salted Caramel: 37%
- Candy Apple: 36%
- Pumpkin Spice: 32%
- Maple: 28%
Source
Photo: Getty