It’s ba-ack … Yes, “Pumpkin Spice Season” has officially begun. If it seems pumpkin spice beverages are appearing in coffee shops earlier and earlier each year — it’s true, they are. Starbucks’ family of pumpkin spice beverages hit its stores in North America and Latin America on 25 August (a day earlier than last year), while Dunkin’s pumpkin spice (PS) line up rolled out on 19 August. Some chains like PJ’s Coffee and Better Buzz Coffee Roasters introduced their PS assortment even earlier — around 13 August (See teaandcoffee.net/news).

Why are coffeehouse chains so eager to “end summer” and usher in pumpkin spice and other autumn flavours? The answer is simple — because they are big business. Since Starbucks first introduced its Pumpkin Spice Latte – or PSL as it is commonly known – in 2003, PS-beverages (as well as accompanying food items) have become a seasonal cultural phenomenon, well beyond the United States. Fans clamour for “PSL season” to begin and many want pumpkin spice beverages to become permanent menu items rather than just seasonal ones. Coffee shops report that business tends to slow in August so introducing new flavours like pumpkin spice and other autumn favourites (such as maple, pecan and apple flavours), increases foot traffic.

The PS market was estimated to be about USD $1.251 million in 2025 and forecasted to hit $2.841 million by 2035, with a CAGR of 8.5% between 2025 and 2035, per Future Market Insights. The global market research firm credits Starbucks and Nestlé for making pumpkin spice F&B so popular among masses. While pumpkin spice goods occupy space on shelves across various categories – beverages, baked goods, milk-flavour foods, and even personal care items – drinks, especially the PSL, fuel revenue, with coffee shops and RTD manufacturers witnessing consistent growth.

According to FMI, North America leads the pumpkin spice products market with a strong consumer culture for autumn foods and drinks. “Most of the sales take place in the US alone, where pumpkin spice seasonal items are sold by coffeehouses, supermarket retailers, and online stores,” FMI stated in its pumpkin spice product report.

In addition to releasing PS items earlier each year, coffeehouses continue to expand their PS assortments. Furthermore, the rollout of healthier and plant-based PS products is increasing, which will appeal to more consumers.

Europe is also a growing market for PS products, reports FMI, noting that countries like the UK, Germany, and France have been embracing seasonal flavours. Coffee shop chains like Costa Coffee and Pret a Manger and retailers launched seasonal PS items, which are quickly becoming popular, per FMI.

FMI also reveals that the Asia-Pacific market will see robust market growth in PS products because of the expanding penetration of foreign coffeehouse chains in the region and the current trend of embracing Western-style seasonal flavours, particularly in countries like China, Japan and South Korea. Starbucks, QSR chains and local coffee shops are all experimenting with PS-flavoured beverages. Although the Asia-Pacific market is still in its infancy compared to North America and Europe, FMI believes “growing food trend awareness in international markets and social media consumption are gaining steam towards pumpkin spice flavour adoption within the region.”

New PS beverages being introduced each year along with organic, lower-sugar and plant-based dairy PS options excite consumers who are already PS fans, while also attracting more health-minded consumers, combined with more regions embracing the flavour, ideally position the pumpkin spice beverage market’s opportunity for continued strong growth.

But enjoy the PS drinks now, because despite their growing global popularity, pumpkin spice beverages are still “limited-edition” offerings, disappearing from most coffeehouse menus and retailers by early- to mid-November to make room for the much-loved holiday beverages.

Vanessa L Facenda is editor of Tea & Coffee Trade Journal. She may be reached at: [email protected].