So what chain-ged since my childhood days of the random jack-o-lanterns? Starbucks! The retail coffee-chain leader introduced the Pumpkin Spiced Latte (PSL) in 2003 and hasn't looked back. Ever since this break-thru pumpkin-flavored product, Starbucks set the bar for other industries to cash in on this, now $360 million dollar pumpkin industry. Traditionally, pumpkin products were only seen during the month of October. Because of the demand for pumpkin products sooner, Starbucks was strong-armed by its consumers to launch the PSL this year on September 8, 2015 (after Labor Day). This domino affect catapults other industries to release their version of pumpkin products in September as well; flooding images of products using this orange, round gourd in their every day life until the day after Thanksgiving when the peppermint and cranberry season begins.
Since Starbucks raised pumpkin awareness in 2003, consumers became more aware of knock-offs...which ultimately kicked Starbucks right in the rear. For nearly 12 years, Starbucks didn't actually use REAL pumpkin in the PSL, rather, caramel color and complementary pumpkin spices such as cinnamon, nutmeg, clove and ginger. Because of the pressure to keep up with REAL pumpkin products, Starbucks changed their recipe in 2015 using real pumpkin in its product.
The numbers don't lie, Nielsen Holdings reported pumpkin-flavored products are up 80% this year
from 2011; a jaw-dropping growth for any. Farmers increased from 11 million pounds of pumpkin in 2011 to 12.4 million pounds in 2012! Ironically, the purchase of fresh pumpkins has declined from 2011-2014.
An insider for Trader Joe's shared with me that last year they sold $75 million with just 70 pumpkin-flavored SKUs during the season. Trader Joe's takes popular-selling products such as beer, adds pumpkin and/or pumpkin flavor and WHAH-LA...boot in sales for the season. By the way, pumpkin beer happens to account for 25% of a $19.8 billion industry!
Other popular pumpkin products from Trader Joe's include:
dog treats, cheese cake, waffles, corn bread, body butter, scone cookies, bread, soup, jam, cream cheese, danish, bagels, coffee, ice cream (a big seller), bread pudding, cereal, and so much more!While snacking on my Pumpkin Snaps from Sprouts Grocery, I found this topic so incredibly fascinating that Starbucks launched a product in 2003 that did not even contain actual pumpkin in it. By this, they single handily transformed an entire industry with clever marketing strategies. Even though I feel like a pawn in a marketing game, I feel pretty darn good about buying into this industry that IS delicious and gets me in the mood for cooler weather and my favorite holiday, Halloween.
Enjoy your pumpkin season!
I never really thought about the farmers! Imagine all of the sudden this trend just taking off and their sales exploding! And I also didn't know that Starbucks wasn't using any kind on actual pumpkin in their drinks...ew. Not that I don't expect additives in the majority, if not all, of their drinks, but still!
ReplyDeleteI love this, I love how you expand on the pumpkin. Many of us don't think much of a pumpkin but during October it seems to be the main thing all over the US. Once you start seeing pumpkin-related products on TV or in stores, it means fall is right around the corner. Very Nice!
ReplyDeleteHey Serina! Never knew this about Starbucks, it is crazy how they changed the game. I have yet to try their famous PSL's but it seems everywhere I turn now is pumpkin flavored, luring the cooler season. Thank you for sharing!
ReplyDeleteHoly smokes, $360 million dollar pumpkin industry..that's insane! I, also, wrote a blog on the fall season and mentioned the pumpkin flavor craze briefly but I am so glad you wrote about this! I had no idea that for so long Starbuck's wasn't actually using pumpkin in their PSLs! Btw..you totally need to check our Einstein's pumpkin bagels& cream cheese..TO DIE FOR. :)
ReplyDeleteThis time of year is all about the pumpkin. It is true that people would kill for the starbucks pumpkin flavored drinks. Good post, very well written.
ReplyDeleteSerina--Your new entries are great. You have interesting topics and ideas, strong support and development, engaging visual support, and an authentic tone. Nice work. Keep it up.
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