Starbucks’ autumn menu makes its debut at the end of August: with consumers eager to get their first taste of fall as they anticipate the arrival of colder temperatures in the northern hemisphere.
And this date (yet to be revealed for 2026) marks the start of Pumpkin Spice Season.
The Pumpkin Spice Latte (or PSL) made its debut in Starbucks in 2003: since then, it’s been a firm favorite loved by fans across North America and beyond. Its influence has ranged from coffee to pop culture and everything in between.
Pumpkin spice is a flavour that fits so well with fall: thanks to its ability to pair beautifully with autumnal apples, bountiful butternut and other seasonal produce. And its unique flavour profile has helped it become synonymous with fall.
But innovation doesn’t sit still. What’s next for this flavour favourite?
Pumpkin spice: ready for a newstalgia twist
The enduring popularity of pumpkin spice is a reminder that familiar favourites offer comfort and assurance in times of uncertainty.
The popularity of pumpkin spice can be traced back to the 1930s, when farmers began developing pumpkin pie filling into a canned food product. When Starbucks picked up the flavour in 2003, its place in the seasonal calendar was assured.
With Starbucks’ PSL returning for the last 22 years, it’s now become a flavour that people have grown up with and want to see return year after year.
And despite the flavour’s maturity, its popularity is still set to continue to grow: with the global pumpkin spice market projected to nearly double by 2032.
And yet, consumers are always on the look out for something new and exciting. And that’s truer than ever in 2026.
‘Newstalgia’ is a fusion of the old with the new: combining that longing for familiarity with the memories of good times but also the adventure that comes with exploring something different.
So what can pair up with pumpkin spice - or surpass the flavour entirely?
Pecan power and caramel cravings
Emerging as a strong contender to pumpkin spice in 2025 was pecan: a flavour that grew 28% year-over-year in DoorDash orders. In fact, pecan was crowned Texas’ favourite flavour of 2025: surpassing pumpkin spice.
Ilana Orlofsky, senior manager, customer experience at beverage development company Imbibe, points out other flavors that rose in prominence in 2025: caramel, cinnamon and apple; along with chai and chai hybrids (such as pumpkin chai) providing much-sought out comfort to consumers.
Then there’s also maple, apple crisp, maple brown butter, maple brown sugar, pumpkin cheesecake, marshmallow and sea salt caramel: all offering ‘indulgent yet familiar twists’.
Another key area to watch is fruity flavours for unexpected flair: “Fruit-led variations, like cranberry, pear, pomegranate, persimmon, fig and quince, offer a brighter, more refreshing complement to spiced profiles,” said Orlofsky.
What works well with pumpkin?
Illustrating the very definition of newstalgia is the blend of pumpkin spice with something new and unexpected. Anishka Grover, flavorist at Aromatech shares her personal favourites:
- Pumpkin vanilla chai (the tea cuts the sweetness nicely)
- Brown butter pumpkin (adds richness and depth)
- Salted maple pumpkin (salted options are trending)
- Toasted marshmallow pumpkin for cold coffee
- Pumpkin + tahini (an unexpected combo that Grover says is 'definitely worth the try!')
- Pumpkin horchata (cinnamon-forward, while rising star horchata brings added creaminess)
Get ready: Pumpkin spice season is shifting earlier and earlier
The debut of pumpkin spice season is shifting earlier every year.
Starbucks already launches its fall range while summer is still in full swing in August (this year making the seasonal debut on August 25).
But DoorDash data shows that PSL demand is coming in earlier in earlier. In 2021, the first spike in pumpkin spice orders came on August 30: that’s shifted earlier and earlier year after year to August 19 in 2024.
In fact, DoorDash found that DIY fall drink ingredients spiked in grocery orders starting late July: weeks before coffee chains dropped their fall menus (in fact, DoorDash received its first order PSL of the season on August 9 in 2025).
“Early launches are responding to what’s dubbed ‘comfort rushing’: where consumers reach for cozy autumnal staples well before the equinox,” notes Orlofsky of Imbibe.
Ingredient scrutiny: More of the real thing?
What could emerge as a key shift in 2026 is the ingredients used in fall favourites and winter warmers.
Scrutiny on artificial flavours and colours is growing: consumers are getting more savvy about what’s in their food and drink; while regulatory pressure is increasing.
Premium plant-based milk brand Malk offers a seasonal pumpkin spice almond milk, which is made from organic ingredients and is free from artificial ingredients and additives.
“The pumpkin spice category is loaded with sneaky stuff,” said Barrett Brynestad, head of creative at Malk. “Artificial flavours, synthetic colours, gums, oils, excess sugar and ultra-processed ingredients.
“Most products don’t even contain real pumpkin or spice: just lab-formulated imitations designed to smell like fall.”
In 2026, manufacturers and formulators are under pressure to respond to consumer demands for clean label and natural products.
“Awareness is growing, especially among label savvy shoppers,” said Brynestad. “Terms like ‘natural flavors’ and ‘UPFs’ are raising red flags.”
The question, he acknowledges, is whether consumers continue to turn a blind eye in favour of a little fall fun and luxury: or start to demand better from their pumpkin spice products.
In either case, better-for-you products that can offer the pumpkin spice vibes without the hidden nasties are in prime position.
“Many people know pumpkin spice is a little fake, a little too sweet... but they crave the vibe,” he said.
“Products like Malk can give consumers the fall flavour they love without compromising the standards they actually care about the rest of the year.”
