Grab that last Pumpkin Spice Latte, PS Cold Brew or PS matcha because they will soon disappear from coffee shop menus until next year. Beginning this week, autumn offerings will be wiped clean from coffee shop menus replaced by holiday beverages that have already begun rolling out.

Autumn menus now launch in August, with many consumers ‘jonesing’ for their favourite autumn flavour while beach weather is still in play. However, new research from product and consumer research firm, Curion, finds that seasonal demand is strong well past launch week, yet a large share of it never turns into a purchase. The largest group of seasonal fans waits for cooler weather, and by late September many of them are burning out or do not realise autumn items are still available.

In a Curion poll of 18,313 US consumers fielded 28 September to 5 October 2026, 88% said they want to try at least one autumn menu item. Yet 35% had not purchased any of the 11 seasonal offerings tested from chains including Starbucks, Dunkin’ and McDonald’s. Among the 6,369 consumers who answered both questions, 27% were interested in at least one autumn item and still had not bought a single one.

Two camps of seasonal fans

Seasonal fans split into two groups: 40% wait until autumn is in the air, and 36% are first in line the day a seasonal drink comes out. Another 25% opt out of autumn beverages altogether.

The research found the early crowd stays loyal. Among first-in-line fans, 75% are still drinking autumn beverages as much as they can mid-season, and only 6% say they are done and ready for peppermint mocha (launching this week in most coffee shops).

According to Curion, the wait-for-autumn crowd is larger, and it arrives after the launch buzz peaks. By mid-season, 30% of these consumers are already burning out and another 14% do not know the autumn menu is still available. Combined, 44% of the largest seasonal audience is slipping away before the season hits its stride (is that because they are ‘pumpkin spiced out’ from having so many sugary, spicey drinks?), while 43% remain all in.

The research found that across all consumers, 23% answered the mid-season question with a question of their own: “Those are still available?” Nearly one in four consumers do not know the seasonal lineup is still on the menu weeks after launch. I wonder, are those drive-thru consumers who never see the inside of the coffee shop or mobile-order consumers who run inside grab their beverage and leave without viewing the menus? Yet the autumn assortments are hard to miss inside the coffee shops and cafés as most commit fully to the season with decorations and bold signage.

The rest of the market is split: 43% still drink autumn flavours as much as they can before they disappear, 19% drink them occasionally but are getting burnt out, and 15% are done for the season.

Everyday add-ons lead autumn purchases

Curion reported that the most-purchased autumn items this season are quick additions to a coffee stop, grocery run or drive-thru order:

• Starbucks Pumpkin Spice Latte: 38%
• Pumpkin-shaped candy and cookies: 32%
• Dunkin’ Pumpkin Donut: 29%
• McDonald’s Boo Buckets: 28%

Items that call for a dedicated trip trail behind. For example, Papa Johns’ Jack-O’-Lantern Pizza was purchased by 13% of consumers and Sonic’s “Hotumn” menu by 9%.

Sweet classics lead, and savoury has room to grow

When asked which seasonal items they would try, consumers stayed close to the classics. The Pumpkin Spice Latte leads at 52%, followed by the Pumpkin Cheesecake Ice Cream Shake at 47%.

Curion revealed that savoury shows real pull – Maple Pecan Fried Chicken drew 40% interest, ahead of the Jack-o’-Lantern Burger at 33%, and 36% of consumers say they would try all things autumn – but novelty has a ceiling. For example, Pumpkin Spice Cottage Cheese (22%) and Pumpkin Spice Buffalo Wings (21%) landed at the bottom of the list. Only 11% said none of the options sounded good.

Adventurous eaters are a valuable audience: 39% of consumers say “bring it on, the weirder the better.” Among buyers, this group purchased an average of 4.3 autumn items, compared with 3.2 for consumers who will try anything once but mostly stick to what they know.

What the findings mean for brands

“The first wave proves the demand is there. The second wave decides the season,” said Keren Novack, president of Curion. “Launch week gets the announcement, the social push and the first-day lines. But the biggest group of autumn fans shows up after that conversation has moved on, and nearly one in four consumers do not know the menu is still there.

Brands that plan a second act past launch week can recapture demand they are currently leaving behind.”

“The items that sold this autumn fit trips consumers were already making,” Novack added. “That’s a signal for menu and product teams. Savoury and sweet-savoury concepts show real interest, and novelty has limits. Testing concepts with consumers before they take a menu slot or shelf space is how brands find out which is which.”

Based on the findings, Curion recommends the following for brands planning autumn launches:

• Stress-test the launch window. The loudest fans arrive first, but the largest group arrives later.
• Build a second act. An October push reaches the 23% of consumers who do not realise autumn items are still available.
• Bet on routine. The top sellers’ fit habits consumers already have.
• Validate before committing. Test savoury, sweet-savoury and novelty concepts before giving them a menu slot or shelf space.

So if you want that last pumpkin spice concoction, you better act fast, or maybe you have that holiday to-go cup prepared for its first peppermint mocha or gingerbread latte…

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