They’re out of their gourds.
New data from tech giants like Google and Pinterest reveals that searches and clicks for “pumpkin spice” have plummeted since this time last year.
The ubiquitous flavor hit Starbucks in 2003, then seeped into candles, deodorant and even Spam. (File under: Taking it too far…)
But an Aug. 26 report from Google’s lead data analyst, Jenny Lee, says that there’s been a noticeable drop in searches for pumpkin spice, with just 6% of the United States going nuts for the fall orange crush — even though 64% of U.S. states were gourding out last year. “People are looking for new twists on their everyday drinks,” Lee explained in her report, “leaning into new routines over standard seasonal habits.”
Translation: They’re smashing pumpkin spice with new flavors in favor.
That includes the Gen-Z-beloved matcha latte, which tops search charts in 29 states. Over 260% more people searched for “matcha latte” than “pumpkin spice latte” this month, with “banana coffee syrup” also dominating search results for the first time.
Pinterest is seeing its PSL posts vanish, too, with pictures of banana lattes getting particularly a-peeling (sorry!) and surging 916%. Blueberry and marshmallow lattes also ranked high on Pinterest boards for the first time, along with carrot cake lattes.
Meanwhile, TikTok currently boasts half a million posts tagged “pumpkin spice” — about equal to “matcha latte,” with just one post — about how to make the perfect green slurp — boasting 4 million views alone. A
But much like Monty Python’s “Holy Grail” guy, pumpkin spice is not dead — yet.
This week, Trader Joe’s restocked its viral pumpkin spice mini sheet cake and donuts, while Starbucks announced new patch-y flavors like Iced Pumpkin Cream Shaken Espresso and Pumpkin Spice Chai. David’s Protein — the viral (and expensive) power bars preferred by Bella Hadid — debuted a Pumpkin Spice Gold Bar on August 24 with the belief that its TikTok-famous fans will drop $39 on a single box.
Even Google isn’t ready to sit shiva for nutmeg puree just yet. The tech titan noted that despite the very real “decline of pumpkin spice lattes,” people are still searching for the phrase “when do pumpkin spice lattes come out.”
Answer: Pumpkin Spice lattes hit Dunkin’ on Aug. 19 and Starbucks on Aug. 25… but New Yorkers know the versions at Joe Coffee Co. and Black Press Coffee are far better, even if they’re no longer getting the same slice of the popularity pie.
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