The Pumpkin Spice Latte (or PSL) made its debut in Starbucks in 2003: and since then it’s been a firm favorite loved by fans across North America. Its influence has ranged from coffee to pop culture and everything in between.
A Pumpkin Spice Latte, in its classic form, blends espresso and steamed milk with pumpkin, cinnamon, nutmeg and clove: then topped with whipped cream for the ultimate treat.
But that’s not where it ends. Pumpkin Spice has established itself as a perennial favorite and it’s now a launchpad for creativity, NPD and innovation.
Pumpkin Spice is here to stay
As a 22-year-old trend, pumpkin spice’s imminent demise is frequently touted.
Yet every year consumers, keep returning to their fall favorite without fail.
But it’s not just about trotting out the seasonal delight every year. Pumpkin spice is predicted to keep growing: meaning there’s plenty of opportunity for new products to satisfy consumer demand. The category is currently estimated at around $1.1bn in 2025, that’s due to grow by a substantial CAGR of 10.4% from 2025-2032, reaching $2.2bn.
The enduring popularity of pumpkin spice is a reminder that familiar favorites offer comfort and assurance in times of uncertainty.
And pumpkin spice is a flavor that fits so well with fall: thanks to its ability to pair beautifully with autumnal apples, bountiful butternut and other seasonal produce.
And another reason for pumpkin spice’s ensuring success is its unique flavor profile. Rather than simply being a sweet chocolate or caramel, its flavor profile brings in edges of something much more complex and satisfactory.
Here’s what’s shaping the next generation of pumpkin spice.
1. Unexpected pairings: Pumpkin Spice is making new friends
But much as consumers like the classics, 2025 offers plenty of spins on the flavor.
Pumpkin chai is on trend this year: combining two well-loved flavors. Take, for example, Death Wish Coffee’s Pumpkin Chai launch this month.
Spicy and swicy is trending throughout food and beverage: and that’s a twist that’s easy to turn with pumpkin spice.
Really, the sky’s the limit when it comes to pumpkin pairings.
“My personal favorites include pumpkin vanilla chai (the tea cuts the sweetness nicely); salted maple pumpkin (a lot of salted options are coming up) and pumpkin and tahini (definitely worth a try!),” said Anishka Grover, lead flavorist at Aromatech.
2. Diversification into creamers, concentrates and much more
Pumpkin spice has long gone past being the sole domain of lattes. And this year, Starbucks’ launches show it tapping into on-trend beverage categories: into coffee creamers (with Pumpkin Spice Latte Inspired Creamer and Pumpkin Spice Latte Inspired Non-Dairy Creamer).
Starbucks is also making moves into cold brew concentrates: with the launch of Starbucks Cold Brew Concentrate (simply add water).
And pumpkin spice goes far beyond beverages. Chobani is bringing back two fan-favorite products: Pumpkin Spice Green Yogurt and Pumpkin Harvest Crisp Flip.
“Pumpkin spice has moved far beyond its latte origins,” said Ilana Orlofsky, Senior Manager, Customer Experience at US beverage developer Imbibe.
“This season, we’ve seen it pop up across categories: from creamers (both dairy and non-dairy) to RTD beverages, 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.”
And pumpkin spice has even made its way into the pet food world: with pumpkin spice treats available for furry friends.
3. A functional fall twist
It was only a matter of time before the pumpkin spice trend collided with the functional beverage trend.
Premier Protein has launched a limited-edition Pumpkin Spice High Protein Shake in Canada: with 30g of protein, 1g of sugar and 22 essential vitamins and minerals.
And Bulletproof has bought back its limited-edition Pumpkin Spice Creamer: which has been a sell-out over the last three years. Here, pumpkin spice is accompanied by a functional twist: with its butter + MCT oil energy combo.
4. UPF alert
Pumpkin spice brings with it a warm, comforting halo of natural ingredients and healthy wellbeing.
The reality can be very different: with PSLs full of sugar and other products turning to artificial flavorings and colors.
Pumpkin Spice Almond Malk, a plant-based, clean-label take on the fall flavor, is back this year for a limited time. Made with Malk’s signature base of filtered water and sprouted almonds, this festive blend also includes organic pumpkin, maple syrup, and a cozy mix of seasonal spices like cinnamon, nutmeg, ginger, and clove.
It’s designed to be ‘a smarter swap for the over-processed pumpkin lattes we’ve all been conditioned to expect this time of year’.
5. Going global
North America has been the epicenter of the pumpkin spice phenomenon for decades. Big chains, from Starbucks to Dunkin’ to Trader Joe’s, always get behind the trend with gusto.
But the popularity is spreading further afield.
In particular, the Asia Pacific region is seeing impressive growth in the pumpkin spice market. India and China, in particular, are emerging as fast-growing importers of pumpkin spice flavors and ingredients.
That’s particularly the case in Asia Pacific, where the coffee shop trend is booming with the original pumpkin spiced latte well placed to benefit.
Meanwhile, in India, pumpkin spice is a flavor that blends particularly well with traditional Indian spices.