McDonald's Drops Pumpkin Spice for First Time in a Decade as Fall Coffee Trends Shift

Key points

• McDonald's is dropping pumpkin spice from its fall menu for the first time in a decade, replacing it with a Caramel Apple Pie coffee drink.
• The new McDonald's drink features caramel apple pie syrup, salted caramel whipped cream, and apple pie crumble topping.
• Industry data from Datassential shows that 99% more coffee establishments offered apple pie flavors and 49% more offered caramel apple flavors this year compared to last year.
• Pinterest searches for 'banana latte syrup' increased by 916% in August, while searches for blueberry coffee rose 384% and marshmallow cold foam increased 250%.
• Starbucks reported its strongest fall menu launch day ever in the U.S. and Canada on August 25, when it reintroduced the PSL alongside new drinks like Iced Pumpkin Cream Matcha.
• Datassential reports that 86% of consumers have tried a PSL at some point, but menu data shows pumpkin drinks are down 6.9% from last year, while matcha drinks are up 6.5%.

Background

The pumpkin spice latte (PSL) has been a cultural marker for the arrival of fall since its debut at Starbucks in 2003. In recent years, major chains like Starbucks and Dunkin' have expanded their fall menus to include a wider variety of flavors, including banana bread, matcha, and chai, alongside traditional pumpkin offerings. This trend reflects a broader shift in consumer preferences toward more diverse and adventurous seasonal beverages.

How outlets are covering it

CNN and WBAL-TV highlight the significance of McDonald's dropping pumpkin spice, framing it as a potential end to the 'love affair' with the PSL. Yahoo and Click2Houston provide a more nuanced view, noting that while pumpkin spice is facing more competition, it remains popular, with Starbucks reporting its strongest fall launch day ever. Click2Houston emphasizes that the shift may not mean Americans are abandoning pumpkin spice but rather that consumers want more choices, with trend experts suggesting the PSL may be shifting from a trend into a classic. The outlets agree on the rise of alternative flavors like caramel apple, matcha, and banana, but differ in their interpretation of whether this signals a decline in pumpkin spice's popularity or simply a diversification of consumer tastes.

Why it matters

The shift in fall coffee trends reflects broader changes in consumer preferences and the competitive landscape of the coffee industry. As major chains like McDonald's and Starbucks adapt their menus to meet evolving tastes, the industry is moving toward more diverse and innovative offerings. This trend could impact sales and marketing strategies for coffee chains, as well as the cultural significance of the PSL as a symbol of fall. Understanding these shifts is important for businesses looking to stay relevant in a changing market.

What to watch

The next few weeks will likely see a continued focus on fall coffee trends, with major chains like Starbucks and Dunkin' promoting their expanded menus. Consumer reactions to the new McDonald's Caramel Apple Pie coffee will be closely watched, as will sales data for alternative flavors like matcha and chai. Industry analysts will monitor whether the shift away from pumpkin spice is a temporary trend or a more permanent change in consumer preferences. Additionally, the performance of new fall drinks, such as the Iced Pumpkin Cream Matcha and Pumpkin Spice Chai, will provide insights into the future of seasonal coffee offerings.