With Labor Day in the rearview mirror, summer is officially over, and it’s time for everyone’s favorite time of the year: Pumpkin Spiced Latte Season!
That was obviously a joke, since we all know that started weeks ago. In fact, according to data from DoorDash, the initial demand for the beverage equivalent of fall foliage changing color is peaking earlier every year. Orders for pumpkin spice lattes were already peaking midway through August, a full two weeks earlier than in 2021.
While pumpkin spice has clearly taken the crown for the definitive “flavor of fall”, it is far from the only warm, cozy, comforting profile that makes these shorter, colder days so sweet.
“When autumn comes who doesn’t love just wrapping themselves in a sweater and indulging in something warm and comforting? I think this is why sweet brown flavors dominate this season,” says Anne Druschitz, Edlong’s Corporate Research Chef.
“Whether it’s the toasted caramelized notes, the rich indulgence, or the subtle heat of spices like cinamon and cloves, nothing really hits the spot in fall quite like many of these sweet brown profiles.”
From favorite fall flavors to comfy cozy classics, and even some cross-cultural exchanges, let’s explore beyond pumpkin spice to the autumnal taste opportunities you won’t want to miss.
Fall Flavor Flavors
It may be surprising, but despite its grip on social media, a look at fall flavored drink orders by U.S. states found that less than 20% of states chose “pumpkin.”
While pumpkin dominated the West Coast, Apple took most of the Mid-Atlantic and South (ranking #1 overall), with Caramel enjoying an even distribution across the country and a second-place finish.
Other flavors winning states were Cinnamon Spice and Maple, respectively.
“Apple might not be a ‘sweet brown’ flavor, but buttery cinnamon apple or a rich caramel apple pie, definitely fall under that category, and we’ve been seeing more of these indulgent sweet brown/apple pairings in more and more products over the past few years, and I think that could continue,” says Angie Lantman, Applications Manager–North America at Edlong.
A survey from Dataessentials backs this up, finding that while 62% of consumers love or like pumpkin, 88% love or like apple.
This could explain why, from ice cream to beverages, and everything in between, seasonal apple-inspired offerings are everywhere.
Yet, a year ago, caramel apple had people wondering if it was coming for pumpkin spice’s title; there is a new profile that people are already going nuts over this fall.
So far this year, orders for pecan-flavored beverages are up 28% year over year, making it one of the fastest-growing fall flavors of the year.
It is also a perfect profile to develop reimagined nostalgic classics around.
Comfy Cozy Classics
It doesn’t matter if it’s gooey slice pecan pie, the cinnamon sugary crunch of candied pecans, or grandma’s go-to butter pecan or pecan praline ice cream, pecan is the definition of a comfy, cozy classic taste that takes you straight back to “that time when…”.
Although pecan is no stranger to autumnal dishes, especially in the American South (it was chosen as the favorite fall flavor in Texas), it still hasn’t risen to the ranks of profiles like pumpkin spice, apple, caramel, or even maple and cinnamon in the minds of most consumers.
Yet the sweet, buttery, or spiced nuttiness is a perfect complement to almost all of these, creating a fantastic opportunity for warm beverages and other products that make the season.
This is probably why major coffee chains are leading the charge in featuring it as a fall flavor.
But with nostalgia, or “newstalgia”, here to stay, Druschitz feels that there are other sweet browns that could thrive in the colder fall weather.
“If a product can give you that warmth and comfort you need it most likely can succeed as seasonal fall offering. Adding a layer of nostalgia can help boost those cozy vibes even more.
That’s why I wouldn’t be surprised if we see more sweet brown profiles coming out that aren’t necessarily fall exclusive, like s’mores or malt.”
One flavor that she sees a lot of potential for a nostalgic breakout is butterscotch.
“Butterscotch is as familiar as those pudding cups in your school lunchbox, but complex enough to pop on fine dining dessert menus. This makes it extremely versatile for developers. It can be basic or easily elevated by combining it with ingredients or putting it in dishes you’ve never thought of before. You know, whether you’re talking about smoked butterscotch or toasted marshmallow butterscotch, or matching it up with Mango instead of using vanilla. It could work year-round, but has all the hallmarks of a successful autumn profile.”
Finding other future fall favorite flavors might start by looking beyond local borders.
Crosscultural Classics
In addition to “newstalgia”, the other trend that has cemented itself as a permanent market fixture is the desire for authentic international taste experiences.
Incorporating these into fall LTOs and seasonal profiles is a chance to gain even greater appeal with shoppers seeking something new yet familiar.
This could come from cross-cultural swaps of recognizable profiles, such as replacing caramel with cajeta or dulce de leche, or spiced infusions with seasonal staples like apple chai.
Lantman feels there is also an opportunity for crossover with foods and beverages that share many of the characterizing notes of other fall flavors.
“Two profiles that are already making waves in our industry are churro and horchata.”
She continues, “Like other flavors we’ve already discussed, these aren’t inherently fall flavors.
However, the characterizing creamy, cinnamony notes of horchata or the sweet sugary fried taste of churros could easily fit right in on seasonal menus.”
Druschitz echoes this, explaining how versatile these profiles are, as well as how they pair with other flavors.
“Churros, for example, already pair amazingly with chocolate, caramels, and cinnamon but could also be filled with seasonal fruits, nuts ad more. This flexibility is probably why we’re already starting to see churro flavored snacks, ice creams, and more. As for horchata, it too can be the perfect canvas for fall flavor fusions. Yes, even pumpkin spice.”
As fall flavors continue to evolve beyond pumpkin spice, the possibilities for creating comforting, indulgent, and exciting seasonal products are endless. Edlong’s extensive portfolio of sweet brown flavors gives you the tools to craft profiles that resonate with consumers while staying true to your brand. Whether you’re reimagining a classic or introducing a new seasonal favorite, our global team of flavor experts is ready to partner with you in bringing your next fall innovation to life.
Topics: Culinary indulgenceDairy flavorsDessertsSweet dairy flavors
Resource Type: Article