As I told you in my September Marketing Insider Report, when Starbucks came out with their Pumpkin Spice Latte for the first time in September 2003, little did they know that it would set off a seasonal flavor marketing trend. As you can see from the article featured in the photo below on People.com, the release of pumpkin spice products, for a limited time each fall, is a hot trend other companies are starting to cash in on.
All Types of Pumpkin Spice Products
From vodka to hummus to chewing gum to yogurt, it seems like every food company, drink company and fast food restaurant has some sort of pumpkin spice product.
This hot trend doesn’t just have to be for food products. Candles, home fragrance sprays, makeup products, lip balms, body washes, hand lotions, even dog biscuits all have pumpkin spice offerings. Last week, just as a joke, someone even circulated a photo of a Durex pumpkin spice condom on social media (it doesn’t really exist but it shows you how hot a topic it is).
Do These Pumpkin Spice Products Sell?
You are probably wondering the business logic behind this trend, in that do these products sell well? The lattes do. Starbucks has sold over 200 million pumpkin spice lattes in 11 years and even moved the release date up to August 26th this year. As for the other products shown here, it doesn’t really matter. More than likely, these products were conceived to get into seasonal editorial, such as the article above.
These products will also get circulated on social media because it is a timely topic everyone is talking about with #PumpkinSpiceLatte and #PumpkinEverything trending on Twitter and Instagram. So in other words, at very least, it results in publicity.
Are you planning to try any of these products or offer some of your own, even if just for a limited time? I know if EOS came up with a pumpkin spice lip balm, I probably would buy a few.
What seasonal flavor trend do you think will be dominating products next month? My bet is on candy cane.
© 2014 Gail Oliver. All right reserved.