Why We Are So Obsessed with Fall Flavors

Coming out of one of the hottest summers on record, the thought of a cool fall breeze and comforting fall foods sounds delightful. Every year we look forward to this change of seasons so we can enjoy that delicious pumpkin spice latte or indulge in a hot cup of apple cider. Every year it seems that these flavors get released earlier and earlier. Fall drinks and foods are already hitting the market when it’s still 80+ degrees outside. We may not even crave a pumpkin spice latte at this time, but many people still flock to stores to get their hands on these fall flavors the second they come out. So why are we so obsessed with fall flavors and how did it grow so big?

There’s actually some science behind this question and researchers have studied this very topic. According to John Hopkins University, the smell of these fall flavors creates a cozy feeling and brings back comforting memories from the fall season. Fall is a time full of friends, family, and all sorts of warm feelings and our brain associates these flavors, tastes, and smells with those feelings. Additionally, since these flavors are only available for a limited time, we’re more likely to buy them any chance we get so we can soak up all those warm and nostalgic feelings.

Although pumpkin spice already existed as a spice flavor prior to the pumpkin spice latte, Starbucks gave this flavor a whole new meaning. In 2003, Starbucks released their Pumpkin Spice Latte (PSL) not knowing the fall craze that would ensue far into the future. As a fall comfort flavor, the PSL significantly grew in popularity in 2008 during the recession. It continued to grow more and more and peaked again during the height of pandemic as people were craving feelings of normalcy and comfort. In recent years, Starbucks has grown this flavor category by releasing the Pumpkin Cream Cold Brew, the Apple Crisp Oat Milk Macchiato and the Pumpkin Cream Cheese Muffin. This year they added to their fall menu by adding the Pumpkin Cream Chai Tea Latte, the Iced Apple Crisp Oat Milk Shaken Espresso, and the Baked Apple Croissant.

This year the PSL turns 20 and it has completely transformed the fall season in so many ways. Now you can find these fall flavors in almost any restaurant or food category during the fall season. Companies such as Culvers, Another Broken Egg Café, Chick-fil-a, and Clean Juice have all created fall menus that include pumpkin or fall flavors. Even Cheerios has created a Pumpkin Spice flavor for the season and the list goes on. You can also get pumpkin spice scented candles to fill your room with that warm and comforting smell.

Whether you’re a pumpkin spice fan or not, there’s no doubt this flavor is here to stay, and the fall frenzy will continue. It might be 80 degrees outside right now, but nothing can stop the craving for those cozy feelings of nostalgia.