A New Take on Pumpkin Spice

Whenever we talk to clients and partners about trending fall recipes, someone inevitably mentions the “PSL.” But, while we can sense some upturned noses at the Starbucksian trend, the fact is, people love pumpkin. Every year, it feels like the fall trend swoops in earlier and earlier, with pumpkin recipes trending as early as mid-August—long before we’re visiting our local pumpkin patches and getting our jack-o-lantern carving tools out.

The assumption is often that October is pumpkin time, but our network trends show something different. The trend pops up as early as mid-August and peters out by the first week of December. So while pumpkin pies are at every Thanksgiving table, they’re arguably just as likely to be in back-to-school packed lunches or even Labor Day picnic tables! 

When we dig into the trending recipes, the classic “PSL” is nowhere to be found. Pumpkin spice flavors have evolved well beyond the morning latte and is in fact far more popular in sweet treats and desserts.

Looking at trending recipe ingredients, our theories on how pumpkin “spice” is being included in recipes were confirmed. “Pumpkin pie spice” is uber popular, and creeps up in popularity as temperatures fall. 

But home cooks are just as likely to concoct a homemade version, shopping for spices like nutmeg, cinnamon and ginger powder from August onward.

Pumpkin spice coffee creamer is a majorly popular ingredient that gets shopped throughout the season. But, (as we show above) people are not actually using this for coffees and lattes. Instead, it’s often used as a flavor shortcut in recipes like Holly’s Cheat Day’s Pumpkin Spice Cheesecake Balls!

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