(NATIONAL) — The Pumpkin Spice phenomenon is back at Starbucks starting Thursday, Aug. 22, but is the fan-favorite that began at Starbucks 20 years ago still king amongst other fall flavors? A brand-new study says no.
According to Starbucks, the flavor went viral two decades ago with its fall drink: Pumpkin Spice Latte. This season, Starbucks just rolled out its Pumpkin Cream Cold Brew and Iced Pumpkin Cream Chai.
The study showed that America is actually witnessing the fall of Pumpkin Spice, the study says that the fall flavor has already been dethroned by other — more preferred — seasonal flavors.
More than half the participants in the study, 58%, voted that there were better “unsung heroes” during the fall season. While 45% said they were tired of the basic pumpkin spice flavor.
Now, the fall of Pumpkin Spice may cause some arguments. According to the study the average American has indulged in their favorite flavor for eight years, and a third even gets into heated debates with others about which flavor is best.
Millennials (born between 1981 and 1996), are the most likely to argue over the topic with 32% of participants, compared to only 19% of Gen Xers (born between 1965 and 1980). However, 52% of millennials said that they were tired of Pumpkin Spice and 60% agreed there were better flavors.
If it’s no longer Pumpkin Spice, which flavors do Americans think are best? Here’s what the survey showed:
Cinnamon: 39%
Salted Caramel: 37%
Apple/Candy Apple: 36%
Pumpkin Spice: 32%
Maple: 28%
S’mores: 28%
Pecan: 26%
Toasted marshmallow: 24%
Sweet potatoes: 20%
Cranberry: 19%
Listed in the fourth spot, results revealed Americans do prefer other flavors. 35% of Americans even answered that cinnamon or salted caramel can be enjoyed year-round while other flavors like candy apple or pumpkin spice should be “off limits” any other time of the year.
If Apple is one of your top fall flavors — you are in luck. Starbucks released a brand-new Iced Apple Crisp Nondairy Cream Chai, a warm spice flavor combined with oat milk and topped with apple crisp nondairy cold foam this year.
Customers can also enjoy other apple-inspired flavors such as the Iced Apple Crisp Oatmilk Shaken Espresso and Apple Crisp Oatmilk Macchiato.
As for fall, some may think the beginning of flavors or the mention of the season gets sooner each year. In 2023, the Starbucks menu was set to drop at the end of August and was moved to drop a week earlier to Aug. 24.
Respondents, 36%, did admit that they get more impatient for the start of Fall. Americans are more likely to start wishing for the start of fall than any other season and 30% are more likely to wish for an early fall during the summer than be sad that summer is coming to an end.
Some respondents, 31% even say that fall doesn’t get the respect it deserves and the season ends too quickly. Most of them, 75%, wanted an endless fall or would enjoy living somewhere with fall weather year-round.
