For nearly two decades, pumpkin spice has reigned supreme as the unofficial flavor of fall. From the launch of Starbucks’ first Pumpkin Spice Latte (PSL) in 2003 to Instagram worthy PSL posts flooding social media every autumn, Americans have embraced the cozy blend of cinnamon, nutmeg and clove as a seasonal staple.
Recent data suggests that the pumpkin spice craze may be starting to wane, with new contenders stepping into the spotlight.
According to a 2024 survey by Talker Research of 2,000 American adults, 58% now prefer alternative fall flavors over pumpkin spice, while 45% report feeling pumpkin spice fatigue. Millennials, ironically, the generation that catapulted the PSL to fame, are leading this shift, with 32% more likely than Gen X to champion a favorite non-pumpkin fall flavor.
So which flavors are winning hearts (and taste buds) this season? The research revealed that cinnamon (39%), salted caramel (37%) and candy apple (36%) are neck-and-neck at the top, while pumpkin spice comes in fourth at 32%. Other notable fall favorites include maple (28%), s’mores (28%), pecan (26%), toasted marshmallow (24%), sweet potato (20%) and cranberry (19%).
The rise of pecan and early fall trends
While PSL remains hugely popular, ordering data from DoorDash shows a significant change in consumer behavior. PSL still reached 59,000 weekly orders last fall but pecan emerged as the fastest-growing fall flavor, with orders up 28% year-over-year. Gingerbread and apple tied for second place, signaling that Americans are ready for a broader palette of seasonal indulgences. AI-powered solutions like i-Genie’s Trend Spotter can help brands spot emerging trends like these early and stay ahead of the competition.
Interestingly, fall is arriving earlier than ever. Last year, pumpkin-flavored items spiked on August 19, nearly two weeks earlier than 2021. Some shoppers are even taking matters into their own hands, with grocery orders for DIY pumpkin spice ingredients like puree, maple syrup and cinnamon spiking in late July.
“Fall has become the unofficial start of cozy season and consumers aren’t waiting for the calendar” notes Cristen Milliner, a consumer trends expert at DoorDash.
Industry response: more variety, more creativity
Brands are responding to these shifting preferences with innovative offerings. Werther’s Original, for example, has expanded its seasonal line to include Caramel Apple Hard Candies alongside Maple Creme and Pumpkin Spice. Starbucks has introduced new items like Iced Apple Crisp Cream Chai and Oat Milk Iced Apple Crisp Shaken Espresso, complementing classic PSLs with options that appeal to evolving tastes.
Even pumpkin spice itself is evolving. Some retailers are experimenting with spicy twists – chipotle, cayenne and other warm spices to add complexity to the familiar blend, reflecting the broader trend of flavor personalization and experimentation. To stay ahead of these shifts, brands can leverage AI-powered solutions like i-Genie’s Innov8 product innovation AI. Innov8 generates tens of thousands of product ideas and scores them by uniqueness and predictive consumer demand, doubles launch success rates, lowers costs and reduces cycle times by up to 90%, helping companies keep pace with changing consumer tastes.
What this means for fall flavor fans
American’s attachment to fall isn’t fading, 34% still cite it as their favorite time of year, but the way they experience it is changing. Consumers crave variety and novelty and flavors that transcend a single season, like cinnamon and salted caramel are increasingly appealing. Nearly a third of respondents in the Talker Research survey said they’d happily indulge in any fall flavor year-round.
From pecan butter cheesecake to salted caramel drinks and candy apple treats, the 2025 fall season is all about flavor exploration. Pumpkin spice may no longer be the uncontested champion but it remains a comforting classic amid a growing spectrum of craveable alternatives. Whether you’re loyal to PSLs or eager to try cinnamon, salted caramel or pecan-inspired delights, one thing is clear: this autumn, the flavor possibilities are wider and tastier than ever.
