KANSAS CITY, MO — Move aside, pumpkin spice: There are new fall flavors in town. For years, the release of Starbucks’ Pumpkin Spice Latte has signaled the unofficial start of the fall season. And while it’s still a popular flavor, data from a recent research study from Talker suggests some customers may be starting to experience tastebud fatigue.
A survey of 2,000 adults revealed that 58% of respondents now favor alternative fall flavors over pumpkin spice, and 45% reported they’ve grown tired of the taste.
The data shows that cinnamon now reigns supreme (39%), followed by salted caramel (37%) and candy apple (36%). Pumpkin spiced placed fourth (32%).
Rounding out the top 10 fall flavors are:
- Maple | 28%
- S’mores | 28%
- Pecan | 26%
- Toasted marshmallow | 24%
- Sweet potato | 20%
- Cranberry |19%
The survey also indicated that 32% of respondents said pumpkin spice should only be offered in the fall, and 14% said the same of candy apple, while 35% indicated salted caramel and cinnamon should be available year-round, indicating a preference for flavors that are more versatile. Almost 33% said they’d partake in fall flavors in any season. This shift in preferences presents retail bakers with opportunities to tweak their fall menus and plan for upcoming seasons using the Talker data as a guide.
Some bakers are taking advantage of these fall flavor alternatives. Hoff’s Bakery in Malden, MA, offers Mini Apple Caramel Bombs, featuring apple spice cake filled with a salted caramel mousse that is then enrobed in a caramel white chocolate ganache and hand decorated with caramel drizzle. The mini size satisfies customers looking for affordable indulgence with portion control.
The Fancy Marshmallow Co. in Cedar Park, TX, offers a 9-inch S’mores Pie with a candied graham cracker crumble crust, creamy chocolate center and topped with toasted marshmallow fluff. (At press time, the pie was sold out.)
Along those same lines, Dessert Gallery Bakery & Cafe in Houston makes both single-serve and 9-inch versions of its S’mores Pie, which features a graham cracker crust filled with ganache and topped with toasted marshmallow meringue.
Retail bakers can also look for inspiration in the grocery store aisles. Hostess Brands, whose parent company is Orville, OH-based The J.M. Smucker Co., just added Caramel Crunch Donettes, Halloween-themed Creepy Caramel Ding Dongs and Maple Glazed Donettes to its fall flavor lineup.
Bakers looking to elevate their seasonal menus can develop fall flavor mashups of popular traditional baked goods and incorporate the swicy trend by adding a little flair with spicy maple, cayenne and other spices.
But have no fear. Pumpkin spice isn’t going anywhere anytime soon. While consumer tastes are shifting, the cozy nostalgia of the long-time favorite will remain a popular menu item for the foreseeable future.
