The reign of pumpkin spice as the favorite fall flavor may be coming to an end, according to new research.
A survey conducted by Talker Research on behalf of Post Honey Bunches of Oats has revealed that Americans are craving more diverse autumnal tastes.
The study found that 58 percent of respondents believe there are better, underappreciated flavors during the fall season.
On top of that, 45 percent admitted to feeling fatigued by ubiquitous pumpkin spice offerings.
The reign of pumpkin spice as the classic fall flavor may be coming to an end, according to new research
A survey conducted by Talker Research on behalf of Post Honey Bunches of Oats has revealed that Americans are craving more diverse autumnal tastes
Cinnamon has emerged as the new favorite, with 39 percent of participants ranking it as their top fall flavor.
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Cinnamon has emerged as the new favorite, with 39 percent of participants ranking it as their top fall flavor.
Salted caramel and candy apple followed closely behind – at 37 percent and 36 percent, respectively – while pumpkin spice slipped to fourth place with 32 percent of the vote.
Fifth place was a tie between maple and s’mores (both at 28 percent), followed by pecan (26 percent) and toasted marshmallow (24 percent).
Falling to the bottom of the list were sweet potato, at 20 percent, and cranberry, at 19 percent.
Erin Crawford, Senior Brand Manager at Post Honey Bunches of Oats, said the results show that most millennials are over pumpkin spice.
‘Results revealed that 52 percent of millennials are tired of pumpkin spice, and another 60 percent agree that there are better flavors,’ Crawford said.
‘Whether you’ve been enjoying your favorite fall flavor for years or you’re just starting to search for a new one, it’s time to step away from pumpkin spice and enter a new era.’
Forty-five percent admitted to feeling fatigued by pumpkin spice offerings
The survey also highlighted generational differences, with millennials being more likely to engage in heated debates over fall flavors compared to Gen Xers
One recent study found 138,000 pumpkin spice products for sale on Amazon, ranging from cereal to dog food, beer to Spam
The survey also highlighted generational differences, with millennials being more likely to engage in heated debates over fall flavors compared to Gen Xers.
Despite the shift in preferences, the season remains a beloved one for many Americans.
The study found that 34 percent consider autumn their favorite time of year, with 75 percent of respondents expressing a desire for year-round fall weather.
And whether you love it or hate it, the pumpkin spice trend is everywhere.
One recent study found 138,000 pumpkin spice products for sale on Amazon, ranging from cereal to dog food, beer to Spam. The total Halloween grocery market is worth $883million.