Though the calendar still says “August” and temperatures in most parts of the U.S. feel decidedly summery, that hasn’t stopped restaurants from introducing their fall menu items.
Pumpkin spice season is already here at Krispy Kreme, Tim Hortons and 7-Eleven, with more expected to come in the future.
But where did this love for pumpkin spice come from? Why are Americans so obsessed with it? And why is pumpkin spice in everything?
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Dr. Matt Johnson of Boston says the answer may lie within our brains.
“With each passing fall, pumpkin spice becomes more and more iconic,” Johnson told Fox News Digital in an email. “The taste and aroma [have] It is closely associated with memories of fall, the holidays and feel-good traditions, creating an emotional connection that the brand leverages.”
Pumpkin spice becomes “more and more iconic” with each passing fall. (iStock)
“The common flavor of pumpkin spice comes from seasonal foods that are commonly eaten in the fall,” says Johnson, a professor at the Hult International Business School and host of a blog on the neuroscience of marketing.
Thanks to this “brilliant marketing,” the flavor profile has become “a cultural icon deeply ingrained in all of our autumn experiences.”
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Johnson said part of pumpkin spice’s popularity is due to something called the “scarcity effect.”
“Pumpkin spice has a special quality to it because it’s only available for a limited time,” he says. “The seasonal scent has created demand and led brands to incorporate the scent into everything from lattes to candles.”
“Our sense of taste is highly sensitive, and these associations with taste and season create powerful emotional responses,” he added.
Though fall doesn’t technically start until September, many chains release their seasonal menus in early August. (Universal Image Group via Getty Images)
Convenience store chain 7-Eleven announced its new fall products on Aug. 1, according to a news release posted on its website. In addition to pumpkin spice coffee drinks, five 7-Eleven stores will be selling a limited-edition “Pumpkin Spice Slurpee” drink, according to the company.
The drink is “like nothing fall fans have experienced before, combining the flavors of pumpkin and cinnamon spice in a refreshing, ice-cold Slurpee drink,” the company’s website says.
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Krispy Kreme launched its fall menu featuring pumpkin spice-flavored doughnuts and coffee drinks on Aug. 12. The company noted that the seasonal menu’s off-season debut was due in part to fan demand.
Dr. Matt Johnson of Boston told Fox News Digital that the nationwide craze for pumpkin spice can be explained, in part, by brain chemistry and “great marketing.” (iStock, Prince Guman)
“It’s August and we’re all in for a little pumpkin spice fun, so we’re bringing back the classic flavor you’ve all been craving,” Dave Skena, global chief brand officer for Krispy Kreme, said in a news release.
“Pumpkin season starts early,” Tim Hortons’ website advertises, and users of its app can now “be the first to get” pumpkin-flavored drinks.
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meanwhile Starbucks is still Starbucks Pumpkin Spice Coffee and creamer have been on grocery store shelves since early August in preparation for the launch of fall menus for restaurants, according to the Starbucks website.
The fan website also noted that, based on past trends, Dunkin’ Donuts will likely release its fall menu within the next few days.
The popularity of Starbucks and other companies’ pumpkin spice drinks is partly due to the “scarcity effect,” one scientist said. (Kristina Tokasik/The Baltimore Sun/Tribune News Service via Getty Images)
Nostalgia also plays a role.
The pumpkin spice craze is relatively new, but Starbucks Pumpkin Spice Latte The drink, which was launched in 2003, has become something of a “nation’s comfort drink,” Johnson said.
“Fall flavors like pumpkin spice provoke a strong response because they tap into nostalgia and the brain’s reward systems,” he said, similar to the way people turn to comfort foods.
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The shorter days and cooler temperatures of autumn stimulate these feelings of nostalgia and comfort, Johnson said.
As the days get shorter and temperatures drop in the fall, some people turn to familiar smells and tastes as a source of comfort. (iStock)
“As the days get shorter and colder, familiar scents and flavors provide comfort and evoke fond memories of autumns past,” he says. “Pumpkin spice, for example, is often associated with cozy moments like Thanksgiving gatherings and hot drinks.”
The familiarity of the pumpkin spice flavor leads to “predictable pleasure,” Johnson said, making consuming something pumpkin spice-flavored “emotionally satisfying.”
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“This combination of nostalgia and sensory gratification is why people are so excited about the flavors of fall despite the season’s gloomy vibes,” he said.
“You’re not just tasting pumpkin spice in every bite, you’re tasting the very essence of fall and celebrating the season with your senses,” Johnson added.
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“It’s like tasting the season of fall with every bite.”
