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NEW YORK — Autumn is right around the corner, and a new survey is revealing a seismic shift in America’s taste buds this year. It turns out that the long reign of pumpkin spice as America’s most popular fall flavor is over, and several new seasonal favorites are taking its place!
According to the survey of 2,000 U.S. adults, conducted by Talker Research on behalf of Post Honey Bunches of Oats, a striking 58% believe there are better, unsung heroes among fall flavors. Even more telling, 45% admit to being tired of basic pumpkin spice offerings. The research uncovered that cinnamon (39%), salted caramel (37%), and candy apple (36%) all outranked pumpkin spice in terms of favorite fall flavors.
“Results revealed that 52 percent of millennials are tired of pumpkin spice, and another 60 percent agree that there are better flavors,” says Erin Crawford, Senior Brand Manager, in a statement. “Whether you’ve been enjoying your favorite fall flavor for years or you’re just starting to search for a new one, it’s time to step away from pumpkin spice and enter a new era.”
The survey delved deep into Americans’ autumnal preferences, revealing that the average person has been loyal to their favorite fall flavor for eight years. Interestingly, a third of respondents even find themselves in arguments over which flavor reigns supreme. Millennials, in particular, seem passionate about their seasonal tastes, with 32% likely to engage in heated debates on the topic, compared to only 19% of Gen Xers.
While pumpkin spice (32%) and candy apple (14%) are considered off-limits outside of fall, respondents say cinnamon and salted caramel (both 35%) are acceptable year-round indulgences. This flexibility might explain why almost three in five Americans (59%) enjoy fall flavors during other seasons.
The study also uncovered a deep-seated love for the fall season itself. More than one-third of respondents (36%) admit to being more impatient for fall’s arrival than any other season, with 39% saying they enjoy seasonal flavors more during autumn. A surprising three in four people yearn for an endless fall or would prefer living in a place with year-round fall weather.
For many, the onset of fall is marked by leaves changing color and falling (47%) or the first chilly breeze (33%). The end of the season is signaled by holiday decorations appearing (31%) or the first snowfall (21%).
Beyond seasonal preferences, the survey revealed interesting insights into Americans’ snacking habits. Two-thirds prefer a combination of salty and sweet snacks, mirroring the 56% who describe their personalities as both salty and sweet. The top salty-sweet combinations are peanut butter and chocolate (48%), chocolate pretzels (43%), and a tie between honey-roasted nuts and salted caramel (both 42%).
“Whether you prefer sweet, salty or a combination of the two, the possibilities are endless during the fall and beyond,” Crawford concludes. “If you’re wishing for the start of fall, you can add a little taste of the season to your morning routine by swapping out classic cereal flavors for seasonal ones like salted caramel.”
Survey methodology
This random double-opt-in survey of 2,000 general population Americans was commissioned by Post Honey Bunches of Oats between May 21 and May 24, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
