Pumpkin Spice is probably the hottest food and beverage trend of the year. In fact, Nielse data shows that Americans are spending more 500 million dollars in pumpkin spice products annually. Taboola Newsroom data sheds light on the Pumpkin Spice Latte (PSL) craze worldwide and in the United States in 2023, showing which countries and states are the most fans, how readership has evolved over the previous year, and tips for publishers and advertisers. to make the most of the seasonal trend.
For a quick summary of our data, we can see readership trends based on Taboola’s understanding of over 600 million daily active users across thousands of news publishers like Yahoo, USA Today, Business Insider and CNBC.
Top 10 countries reading about PSL in 2023
North America takes the cake (cinnamon and nutmeg flavors).
It’s no surprise that the US is number one for PSL readers since the drink originated in Seattle, Washington on October 10, 2003. The US is also a clear PSL superfan, with pages domestic views reaching 11 million by 2023. Canada is showing growing interest in the PSL, which could stem from its geographic proximity to Washington.
Remarkable global interest
Next in the PSL race are France, the UK, Germany and Spain, showing how the flavor of the season has successfully crossed over into European countries and across national lines. Australia, Mexico and Italy are also showing growing interest in the PSL season. Finally, India completes the list, indicating the PSL’s reach in various territories.
Top 10 states reading about PSL in 2023
- California
- Texas
- new york
- Florida
- Illinois
- virginia
- pennsylvania
- Ohio
- Georgia
- North Carolina
Warm weather states are home to the biggest fans of PSL
Although the PSL ushered in a cooler climate, three of the top five states for PSL readers in 2023 are known for warmer climates: California, Texas and Florida showed the most online interest in the related topics with PSL.
PSL fatigue in Seattle?
Interestingly, even though Starbucks first introduced the PSL in Seattle, Washington, it didn’t make the PSL readers’ top 10 list, raising the question: Does Seattle have PSL fatigue?
Being the first in the PSL 2024 race is worth it
Starbucks may have invented the PSL, but other beverage brands release their fall menus every year, often weeks before Starbucks. Data from publishers supports the idea that this tactic is paying off with consumers.
- Dunkin’: +70%
- by Tim Hortons: +49%
- Peet’s Coffee: +39%
- McDonald’s: +24%
No matter what, Starbucks is still king
Even as competitors move into the PSL space, Starbucks remains the number one spot. Over the past 90 days, the company has experienced a dramatic increase in online interest of 153%. Significant moments that drove this increase include the unveiling of Starbucks’ new CEO on August 13th and the unveiling of the fall menu on August 21st.
Tips for publishers and advertisers
With a lot of global excitement for fall trends, consumers are likely to engage with PSL and other fall-focused content in the coming months. To stay ahead, publishers should ensure they continue to cover the latest PSL and fall trends in the food and beverage world, and advertisers should also keep PSL-themed campaigns on top. And with “August” becoming a phenomenon (aka August ushering in an earlier start to fall celebrations), it’s safe to say that publishers and advertisers will benefit from starting their PSL coverage 2025 and their advertising campaigns even earlier, perhaps in July.