Is pumpkin spice’s reign over?

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

IS THE REIGN OF PUMPKIN SPICE COMING TO AN END?

NEW RESEARCH REVEALS THAT THE KING OF FALL FLAVORS MAY BE CLOSE TO BEING DETHRONED.

THE SURVEY OF 2,000 U-S ADULTS CONDUCTED BY TALKER RESEARCH ON BEHALF OF POST HONEY BUNCHES OF OATS FOUND THAT 58 PERCENT BELIEVE THAT THERE ARE BETTER, UNSUNG HEROES DURING THE FALL SEASON.

NOT ONLY THAT, BUT ANOTHER 45 PERCENT SAY THEY’RE TIRED OF THE BASIC PUMPKIN SPICE FLAVORS.

SO WHAT DO THEY LIKE BETTER? RESULTS REVEALED THAT CINNAMON (39%), SALTED CARAMEL (37%) AND CANDY APPLE (36%) ALL RANKED ABOVE PUMPKIN SPICE.

IN FACT, THE AVERAGE AMERICAN HAS BEEN INDULGING IN THEIR FAVORITE FLAVOR FOR EIGHT YEARS, AND A THIRD EVEN GET INTO ARGUMENTS WITH OTHERS OVER WHICH FLAVOR IS THE BEST.

IT MAY NOT BE A SURPRISE TO SOME THAT MILLENNIALS ARE EXTRA PRECIOUS ABOUT THEIR AUTUMNAL FLAVORS, AS THEY WERE MOST LIKELY TO GET INTO HEATED DEBATES OVER THE TOPIC (32%), COMPARED TO ONLY 19% OF GEN XERS.

AMERICA’S FAVORITE FALL FLAVORS

• Cinnamon - 39%
• Salted caramel - 37%
• Apple/candy apple - 36%
• Pumpkin spice - 32%
• Maple - 28%
• S’mores - 28%
• Pecan - 26%
• Toasted marshmallow - 24%
• Sweet potato - 20%
• Cranberry - 19%

Survey methodology:

This random double-opt-in survey of 2,000 general population Americans was commissioned by Post Honey Bunches of Oats between May 21 and May 24, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).