Fall is for pumpkin flavors, though tropical tastes increase with temperatures
While the second half of the year is often seen as primetime for pumpkin flavors, "the first half of 2023 looks promising [with] 58 pumpkin flavored food & beverage launches," according to Innova Market Insights, Alexandre Matsumoto, marketing specialist at Synergy Flavor, told FoodNavigator-USA.
However, "80% of pumpkin flavor launches occur at the second half of the year when the popular pumpkin spice combination dominates the limited-time offerings," Matsumoto said. “Bakery has been the most popular category for pumpkin flavors for decades, followed by hot drinks and dairy.”
While “the battle against pumpkin’s popularity is not an easy one, but we are seeing an increased interest for other traditional options such as apple, maple, and caramel,” he added. And as fall seasons get warmer, seasonal consumer preferences are changing and shifting to more fruity and tropical flavors, he noted.
“With the average fall temperature increasing each year due to climate change, we are also seeing more refreshing options being launched in the fall season. Tropical, exotic, citrus, and berry flavors such as cranberry, blood orange, and dragon fruit should experience a longer momentum later into the fall season moving forward.”
On-the-go pumpkin flavors: snack bars, cupcakes, and more
The snack space is seeing several new pumpkin-flavored product launches and re-releases ahead of the fall season, including:
- Aloha releases protein-packed pumpkin spice bar: Plant-based protein brand Aloha released a pumpkin spice protein bar that features a blend of almond butter and pumpkin seeds, providing 14g of protein and 10g of fiber. The bar will be available later this month on the brand's website, Amazon, Vitacost, and Thrive.
- Core Foods brings pumpkin flavors to refrigerated snack bar space: Last month, Core Foods announced the return of its Pumpkin Spice Bars, which are USDA Certified Organic, Non-GMO Project Verified, vegan, and free of gluten and added sugar. The bar includes cinnamon and spice notes and pumpkin seeds.
- Perfect Bar re-releases seasonal snack bar: Elsewhere in the refrigerated section Perfect Bar re-released its peanut-butter snack bar in Pumpkin Pie, which includes 14g of protein and 3g of fiber.
Outside of snack bars, Hostess and its sister brand Voortman are returning its line of pumpkin-flavored and fall flavor products. For pumpkin flavors, the brands will re-release Hostess Pumpkin Spice Twinkies, Hostess Iced Pumpkin CupCakes, and Voortman Pumpkin Spice Wafers. Rounding out its fall product line-up, it will also offer new Voortman Apple Pie Wafers, Hostess Maple Glazed Donettes, and Halloween-themed Spooky Twinkies and ScaryCakes.
Dairy category sees pumpkin-flavored creamers, yogurts
Pumpkin-spiced lattes and flavored coffee beverages are other popular formats with a number of releases this year, including:
- Chobani spices up portfolio with new creamer: Chobani released an Oatmilk Pumpkin Spice that's lactose- and dairy-free and available for $4.29 while supplies last. Additionally, the company's range of pumpkin-flavored products is returning to store shelves and includes a range of pumpkin-spiced yogurts, an oat coffee creamer, and a milk creamer.
- Nutpods pumpkin-spiced creamer return: Plant-based creamer brand Nutpods will be bringing its seasonal Pumpkin Spice cream on Aug. 23 through its brand website, Amazon, and select retailers, including Kroger’s, Sprouts, and Publix. The almond-based creamer will be available in 11.2 oz. and 25.4 oz. cartons.
- Laird Superfood goes seasonal and functional with pumpkin spice line: Functional plant-based creamer brand Laird Superfood announced that its seasonal lineup of creamers, instant coffees, and snack bars will be available this month. The lineup includes a powdered Pumpkin Spice Superfood Creamer, a liquid Pumpkin Spice Superfood Creamer + Adaptogens, and Pumpkin Spice Instant Latte, and Pumpkin Spice Protein Bar + Adaptogens.
Elsewhere in the dairy category, previous pumpkin spice yogurts and cream cheeses are returning to store shelves, which include:
- Siggi's brings back seasonal yogurt: Plant-based yogurt brand Siggi’s is re-releasing its Siggi's Pumpkin & Spice Skyr yogurt, which will be available in mid-August for $1.79 at Hannaford, Market Basket, Stop & Shop, Harris Teeter, Big Y, Giant Eagle and other retailers and Amazon Fresh online.
- Philadelphia Cream Cheese celebrates 10 years of pumpkin spice cream cheese: Philadelphia Cream Cheese is bringing back its Pumpkin Spice Cream Cheese spread for its 10th year to national retailers.
Breakfast cereals, caviar, everything else
Elsewhere in the food industry, pumpkin flavors are turning up in breakfast cereals, caviars, and hummus, including Cedar’s Foods LTO Organic Pumpkin Hommus.
In the better-for-you cereal space, keto-friendly brand Magic Spoon is following up its S’mores LTO with a Pumpkin Spice LTO offering, available at Target now and online starting Aug. 29. The Pumpkin Spice flavor will blend pumpkin, cinnamon, nutmeg, and other flavors and include 12-14g of protein per serving.
In toppings, avocado oil brand Chosen Foods is taking pumpkin flavors to the seafood category with its Pumpkin Spice Avocado Oil, available exclusively on the brand's website while supplies last. Blending cinnamon, ginger, nutmeg, allspice, and pumpkin, the product is made for topping ice cream, pancakes, waffles, yogurts, and other foods.