The history of pumpkin spice
Pumpkin spice has become synonymous with fall in America, but where did this obsession come from? Pumpkins are native to North America and were a staple crop for Native Americans. When European settlers arrived, they started using pumpkins in desserts like pies. Pumpkin pie became especially popular during the holidays and is still a staple at Thanksgiving dinner tables today.
The signature spice blend we know as “pumpkin spice” started appearing in the 1950s when McCormick began selling it in stores. The blend contains common baking spices like cinnamon, nutmeg, cloves, and allspice. This combination enhances the natural flavors of pumpkin and gives it a distinctive warming taste. Initially, pumpkin spice was only used when making pumpkin pies and other desserts. Its popularity grew over time as Americans fell in love with the evocative seasonal flavor.
The pumpkin spice latte phenomenon
In 2003, Starbucks launched the now-iconic Pumpkin Spice Latte. This autumnal beverage combines espresso, steamed milk, pumpkin puree, and those familiar baking spices. It was an immediate success and caused pumpkin spice to explode in popularity across the country. Every year when the PSL returns to menus, it sparks excitement and officially ushers in fall.
The pumpkin spice latte appeals to our sense of nostalgia and longing for the flavors of the season. It provides a comforting ritual that Americans now eagerly anticipate. Starbucks has sold over 400 million PSLs since the drink’s inception, proving America’s obsession with pumpkin spice is here to stay.
The psychology behind the obsession
Why does pumpkin spice resonate so strongly with the American public? Psychologists point to emotional and physiological reasons this flavor has such widespread appeal.
Nostalgia
Pumpkin spice conjures up fond memories of celebrating fall holidays and traditions. It reminds us of pumpkin picking, hayrides, leaf peeping, and spending time with family. These nostalgic associations make pumpkin spice a source of comfort and joy.
FOMO
FOMO (fear of missing out) also fuels the obsession. Seeing pumpkin spice products everywhere gives people anxiety that they too need to participate. Social media feeds full of PSL selfies add to the pressure to join in.
Limited availability
The limited-time availability of pumpkin spice products makes them feel special and prompts consumers to stock up. This scarcity effect causes panic that you need to get your fix before supplies run out for the year.
Physical appeal
Research finds that cinnamon and other spices trigger neurochemical responses in the brain that make food more craveable. The aroma is appealing and the flavonoids may have anti-inflammatory benefits. The creamy, warm, sweet flavors literally light up our brains and bodies.
The spread of pumpkin spice
The pumpkin spice craze now extends far beyond coffee and desserts. You can find pumpkin spice products in every aisle of the grocery store. Here are some examples:
Baked goods
Pumpkin spice donuts, muffins, bread, bagels, pancakes, waffles, cream cheese, etc. Bakeries go wild creating pumpkin spice baked goods every fall.
Breakfast foods
Pumpkin spice oatmeal, cereal, yogurt, granola bars, creamer, etc. Spicing up breakfast is a trend that’s grown especially popular in recent years.
Snacks and candy
Pumpkin spice snack mixes, popcorn, nuts, seeds, trail mix, protein bars, etc. Even candy companies have gotten in on the action with pumpkin spice chocolate, fudge, and more.
Alcoholic beverages
Pumpkin spice beers, ciders, cocktails, liqueurs, vodkas, rums, whiskies, etc. It’s easy to spice up fall drinking with these options.
Miscellaneous foods
Pumpkin spice cream cheese, hummus, salsa, salad dressing, honey, jam, butter, nuts, seeds, crackers, kettle corn, ice cream, cookies, etc. Food brands of all types are cashing in.
Non-food items
Pumpkin spice scented candles, air fresheners, hand soaps, lip balms, house slippers, clothing, dog treats, kitty litter, and even SPAM. Pumpkin spice has infiltrated every corner of consumerism.
Criticism of the pumpkin spice craze
The pumpkin spice phenomenon has its fair share of critics as well. Some of the common complaints include:
Overcommercialization
Many complain it’s just a manufactured trend meant to capitalize on consumerism. However, its continued growth year after year shows public enthusiasm is genuine.
“Basic” label
Pumpkin spice has been dismissed by some as too “basic.” But its nostalgic appeal cuts across gender, class, and age demographics.
Too early appearances
Seeing pumpkin spice products in stores in late summer is a point of contention. Many feel it should be reserved for autumn.
Lack of real pumpkin
Some products contain more artificial flavoring than real pumpkin. But most consumers are just seeking that signature spice blend rather than pumpkin content.
Health effects
The high sugar content doesn’t fit with health trends. But it’s fine in moderation as an occasional treat.
Conclusion
Pumpkin spice has become an iconic flavor of fall in America due to its nostalgic associations, limited availability, and comforting sensory profile. While some view it as overhyped, most consumers genuinely love pumpkin spice. It brings joy and excitement to the season in a way few other flavors can match. Regardless of the backlash, Americans don’t seem close to burning out on pumpkin spice anytime soon. This beloved blend will likely continue dominating autumn for years to come.