Pumpkin spice is a flavor blend synonymous with autumn in modern culture and has become a seasonal symbol with massive cultural and commercial significance, particularly in the U.S. and Europe.

What began as a combination of spices for cooking has transformed into a flavor juggernaut dominating coffee shops, supermarkets, and even social media. This article will delve into the history of pumpkin spice, the factors behind its popularity, and its impact on both continents.

The Early Origins of Pumpkin Spice

The flavor we recognize today as “pumpkin spice” is a combination of cinnamon, nutmeg, cloves, ginger, and sometimes allspice. This spice mix has been used in European and American cooking for centuries, particularly in sweet and savory dishes like pies, cakes, and stews. In fact, the history of these spices dates back even further.

The roots of pumpkin spice’s ingredients stretch back to the spice trade routes of the 16th and 17th centuries when European explorers brought spices such as cinnamon and nutmeg from Southeast Asia. These exotic and expensive ingredients were prized in European cooking, particularly during the Middle Ages and Renaissance. Cinnamon, nutmeg, and other spices found their way into dishes ranging from baked goods to roasts, especially in countries like England, France, and Germany, where spiced desserts became popular.

Pumpkins, however, are native to North America. They were cultivated by Native Americans long before European colonization. When European settlers arrived in the 16th century, they adopted pumpkins into their diets and began incorporating their own spices into the pumpkin dishes. The first documented pumpkin pie recipes began appearing in the early 18th century, blending native ingredients (pumpkin) with spices brought from overseas.

One of the earliest American recipes combining pumpkin with these spices is found in “American Cookery” by Amelia Simmons, published in 1796. It’s often regarded as the first cookbook printed in the United States, featuring a recipe for pumpkin pie flavored with ginger and allspice.

The 20th Century marks the Evolution of Pumpkin Spice in Commercial Products

While pumpkin pies remained a classic American dessert throughout the 19th and early 20th centuries, the emergence of “pumpkin spice” as we know it today began in the mid-20th century.

In 1934, the McCormick company introduced the “Pumpkin Pie Spice” blend, which combined cinnamon, ginger, nutmeg, and allspice—essentially making it easier for home cooks to prepare pumpkin pies without sourcing individual spices. This innovation was pivotal in popularising the specific flavor combination that we associate with pumpkin spice today.

By the 1950s, canned pumpkin puree and pre-blended pumpkin pie spice were staples in American kitchens, cementing the link between the autumn season, pumpkin pies, and this specific spice mixture. This convenience-driven product saw a steady rise in popularity over the years, although it was still largely confined to home baking and traditional holiday meals like Thanksgiving.

The true turning point for pumpkin spice in popular culture came in 2003 when Starbucks launched the Pumpkin Spice Latte (PSL). The idea for the drink came after the success of other seasonal offerings, such as the Peppermint Mocha, which performed well during the holiday season. Starbucks wanted to develop a flavor that captured the essence of fall.

Despite initial uncertainty about the flavor’s appeal, the Pumpkin Spice Latte quickly became a hit. The drink combined espresso, steamed milk, pumpkin pie spices, and a sweet pumpkin-flavored syrup. While it didn’t contain any real pumpkin initially, it evoked the warmth and comfort associated with autumn.

According to Starbucks, within the first decade of its release, over 200 million PSLs had been sold. Today, the Pumpkin Spice Latte contributes significantly to Starbucks’ revenue each fall, with seasonal drinks like PSL accounting for 30% of its total beverage sales during the autumn months. This massive commercial success sparked a nationwide—and eventually global—pumpkin spice trend.

The Pumpkin Spice Boom of the 21st century was fueled by popular Culture

The introduction of the Pumpkin Spice Latte marked the start of a broader pumpkin spice craze that would extend far beyond coffee.

Between 2010 and 2020, pumpkin spice flavors started appearing in a wide array of products. From pumpkin spice-flavored Oreos and Pringles to craft beers, candles, and even pet foods, it became a ubiquitous symbol of fall consumerism.

By 2015, Nielsen reported that the “pumpkin spice economy” had grown to a market worth more than $500 million annually in the United States. The demand was so high that even non-food items, such as pumpkin spice-scented cleaning products and cosmetics, capitalized on the craze.

In 2018 alone, Forbes reported that pumpkin spice-flavoured products saw a 15.5% increase in sales, reflecting continued growth despite the saturation of the market. Some experts even point to the idea that pumpkin spice has become a kind of seasonal “comfort food,” as its popularity is often tied to nostalgia, cozy feelings, and social media aesthetics.

Several factors contributed to the extraordinary popularity of pumpkin spice in modern culture.

For many Americans, pumpkin spice is synonymous with autumn holidays like Thanksgiving. This emotional connection to home, family, and traditional American values plays a significant role in its continued appeal. It evokes memories of pies, family gatherings, and holiday warmth, making it a comfort food flavor.

The scarcity model has proven highly effective for Starbucks and other retailers. Pumpkin spice products are only available for a few months each year, creating a sense of urgency. This seasonal exclusivity heightens demand and reinforces the association between pumpkin spice and autumn.

The rise of social media platforms like Instagram played a key role in cementing pumpkin spice as a pop culture phenomenon. The aesthetic of fall—with its cozy sweaters, vibrant leaves, and spiced lattes—became highly shareable online, driving the trend even further. As a result, the Pumpkin Spice Latte and its iterations have become a kind of cultural shorthand for autumn itself.

In the uncertain political and economic climates of the 21st century, consumers often seek comfort and nostalgia in their food choices. Pumpkin spice, with its connection to home-cooked meals and festive gatherings, offers this sense of comfort in a convenient, mass-produced form.

Pumpkin Spice- Has it really reached Europe?

While pumpkin spice’s roots are firmly planted in American culture, its popularity has spread to Europe, though not to the same extent. In the U.K., Starbucks and other coffee chains introduced Pumpkin Spice Lattes in the early 2010s, but the flavor doesn’t have the same nostalgic, cultural significance as in the U.S., where pumpkin pie and Thanksgiving traditions are more deeply ingrained.

That said, pumpkin-flavored items, particularly coffee, have become more popular in Europe, especially among younger consumers who have been influenced by American pop culture (such as shows like Gilmore Girls!) and social media. Seasonal items like pumpkin spice coffees, desserts, and even alcoholic beverages are now increasingly found in major European cities, reflecting the globalization of food trends.

This was written by our contributing writer, Suzanne Latre.