The pumpkin spice latte was added to Starbucks’ menus 20 years ago. Since then, the drink has exploded in popularity and inspired millions of pumpkin products. But what causes the flavor to continue to prosper two decades later?
When workshopping ideas for a new seasonal drink, the Starbucks espresso team surveyed customers about potential flavors for the drink. Pumpkin scored highest in the “uniqueness” category.
This is what can be believed to be what makes pumpkin spice have such longevity and popularity. The basic pumpkin spice latte is flavored with pumpkin, nutmeg, cinnamon, and clove. These spices are not prevalent in any other regular menu drink, which allows the flavor to be unique to the fall season.
According to Minaaj Rehman, consumer psychologist and CEO of Psyda Solutions, the success of Pumpkin Spice could come down to psychology. “From a psychological perspective, people are typically loss averse. They want to maximize their pleasure and their happiness, and they want to minimize things that take away from their life. Whenever we’re given a limited-time offer, it triggers that primitive part of our brain so that we can maximize our survival options,” said Rehman. As humans, limited-time and seasonal offers are popular because our instincts tell us to take advantage of an opportunity. The short season allows us to forget the flavors and gain a longing for the drink, while also not growing tired of the taste.
Pumpkin spice has become a staple of the American fall that has permeated internet culture since its induction.
Information found:
https://hq.quikly.com/blog/the-psychology-behind-limited-time-menu-items
https://www.starbucks.com/menu/product/418/hot?parent=%2Fdrinks%2Fhot-coffees%2Flattes
