U.S. young consumers are obsessed with pumpkin spice everything—and they want it all year ‘round. Everyone points at Starbucks for indoctrinating Gen Z and Millennials into the world of pumpkin spice. The “Basic White Girl” is a real aesthetic—and drinking a pumpkin spice latte (known as the PSL) is the main distinguishing quality. According to Nielsen IQ, over the last five years, “pumpkin spice product sales have increased about 47%,” reaching $236M. In 2013, the most Googled term around the fall season permanently changed from candy corn to pumpkin spice. Pumpkin flavored grocery items like hummus, cream cheese, and spam are hot this fall and the flavor/scent is even popular among deodorants, dog treats, and toothpaste. YPulse has long been exploring the popularity of pumpkin spice, and our research shows it’s among Gen Z and Millennials’ top purchases during the fall season. (The Guardian)
