Searches for pumpkin spice tumble as matcha and new flavors surge
Google and Pinterest data show a sharp decline in pumpkin-spice interest, while matcha and other novel drinks are gaining traction.
Recent analytics from Google’s lead data analyst Jenny Lee reveal that interest in pumpkin-spice has markedly declined, with just 6% of Americans still searching for the flavor compared with broader seasonal engagement last year. Searches for matcha latte now outpace pumpkin-spice latte by more than 260% in the current month, and Pinterest shows a surge in banana-latte images, up 916%. TikTok posts tagged “pumpkin spice” number about half a million, roughly equal to “matcha latte,” while a single matcha-focused video has amassed 4 million views.
Despite the dip, retailers such as Trader Joe’s, Starbucks, Dunkin’, and David’s Protein are still launching pumpkin-spice products, including mini sheet cakes, new espresso drinks, and a premium protein bar. The shift reflects consumers seeking fresh twists on fall beverages rather than the traditional pumpkin-spice formula.
Why it matters
The trend signals a broader change in seasonal consumer preferences, affecting food-service brands and marketers.
In this story
