The pumpkin spice latte might finally be facing some serious competition. A recent Google Trends report shows PSLs led searches in just three states last week—down from over 30 states this time last year and nearly 50 in 2024. And it’s not just search interest that’s shifting. MenuData (a service that tracks menus across the country) found matcha drinks are up 6.5% from last year, while pumpkin drinks are down 6.9%. Thanks to young, bev-obsessed gens, there have been more than enough drink options to consider lately. So, PSLs are no longer competing with other coffee drinks—they’re competing with an endless lineup of flavors that feel more exciting to try this fall. But food brands may have a hard time recreating PSL’s magic. After all, there’s a reason it’s been a fall staple for decades. (Washington Post)
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