P
umpkin spice, it’s time to share your crown
Are the rumors true? Are people really looking beyond the pumpkin spice latté this fall?
Sort of—but don’t worry, pumpkin is still a crucial part of fall beverage-ing. It just might have to share a piece of the crown with some newcomers. While pumpkin spice still surges in popularity as early as August¹, signs of flavor fatigue are setting in. In fact, 45% of consumers say they’re tired of the basic pumpkin spice flavors²—and 58% now favor alternative fall flavors over pumpkin spice altogether.² So is the seasonal smash hit slipping into the background? Probably not. But consumers are expanding their preferences, which means operators should expand their menus to follow suit. At PepsiCo, we’ve got the flavor ideas (and the beverage portfolio) to back you up. Let’s fall in love with new fall flavors together.
A season ripe for reinvention
Pumpkins aren’t the only thing ripe in the fall—you can add menu innovation to the list. The season has long been fertile ground for limited-time offers and flavor experimentation—and consumer appetite is definitely there.
- 65% of consumers associate fall with special seasonal menu items, and more than half say they’re interested in purchasing limited-edition retail items or restaurant LTOs.³
- But here’s the twist: September, once the peak month for fall LTOs, has recently been overtaken by February.⁴
That seasonal lag? It’s actually an opportunity in disguise. Consumers have a hankering for something new.
- While average purchase intent for LTOs is holding steady, perceived uniqueness is on the rise⁴—a clear sign that diners want flavors they haven’t seen (or sipped) a hundred times before.
- Even better, early-stage ingredients are increasingly embraced without sacrificing appeal.⁴
Brands with built-in credibility are in the best position to introduce new seasonal flavors.⁴ So if you’ve got a strong name and a smart beverage partner, now’s the time to get creative.
Thinking beyond the gourd
As pumpkin fatigue grows, there’s a full range of fall flavors for operators to explore.
1. Fruit-forward
Fall fruits bring a balance of tartness and sweetness that work beautifully in both hot and cold beverages. Flavors like apple, cranberry, pear, pomegranate, persimmon, fig, and quince are either established fall icons or growing in adoption.⁵
- Cranberry is a classic Thanksgiving flavor but remains underleveraged in beverages, especially as a bright, refreshing counterpoint to warm spices.
- Apple is another fall classic. Operators are even calling out specific varietals like Honeycrisp and Green Apple to drive intrigue.
2. Warming spices
As temperatures drop, consumers gravitate toward cozy, aromatic flavors that signal comfort.
- Cinnamon, clove, chai, ginger, and nutmeg bring depth, warmth, and complexity—and don’t need to be paired with pumpkin to feel seasonal.
- In fact, Cinnamon takes the top spot as consumers’ favorite fall flavor.²
3. Indulgent and inventive
Flavors like caramel apple, pecan, pistachio, brown butter, and cookie butter evoke nostalgia and fall decadence, and they’re gaining traction as beverage flavors.⁵
- Salted caramel remains a favorite, but creative spins like salted maple are especially well-suited to fall menus.
4. Dessert-inspired
Fall is a prime time for reimagining desserts beyond pumpkin pie in beverage form. Cinnamon roll, apple pie, pecan pie, praline, and streusel flavors deliver the cozy, nostalgic energy of fall baking traditions and align with broader trends in dessert-inspired beverages.
- These indulgent drinks satisfy treat-seeking guests and perform especially well in LTOs aimed at afternoon snacking or pick-me-up occasions.
Capture fall demand with the PepsiCo portfolio
Flavor fatigue might be real, but menu burnout doesn’t have to be. With a portfolio packed with seasonal sippers, PepsiCo makes it easy to bring fresh energy to your fall lineup—whether you’re looking for plug-and-pour convenience or flavorful building blocks for your own beverage creations.
- Transition from late summer to fall with bubly® Blueberry Pomegranate
- Offer gut-healthy fall refreshment with KeVita® Sparkling Pomegranate
- Fuel fall energy with CELSIUS® Sparkling Fuji Apple Pear, featuring two high-potential fall fruits in one
- Add spicy warmth to cocktails, mocktails, and refreshers with Bundaberg® Ginger Beer
Stay ahead of flavor-trends this season
Pumpkin spice isn’t going anywhere—but it’s no longer the only flavor that signals fall. Today’s consumers are craving something new, something layered, something a little unexpected. From tart seasonal fruits to warming spices and indulgent dessert notes, fall is full of combinations waiting to be tapped into. By broadening your flavor lineup, you can meet the moment with menu offerings that feel both comforting and current. And with PepsiCo’s beverage portfolio in your back pocket, you’ve got everything you need to bring those fall trends to life.
Sources
1 Datassential Webinar: Summer Trends 2025 (May 2025)
2 Talker Research, Is pumpkin spice’s reign over?, August 2024
3 Datassential Fall Trends 2024 (July 2024)
4 Datassential State of the LTO February 2025
5 Datassential Fall Menu Adoption Curve January 2024
