New research reveals it’s time to dethrone pumpkin spice as the king of fall flavors.
That’s according to a survey of 2,000 American adults, which found that 58% believe there are better, unsung heroes during the fall season.
Not only that, but another 45% find themselves tired of the basic flavors of pumpkin spice.
The results revealed that cinnamon (39%), salted caramel (37%) and candy apple (36%) all rank above pumpkin spice in terms of favorite fall flavors.
In fact, the average American has enjoyed their favorite flavor for eight years, and a third even get into arguments with others about which flavor is best.
Millennials are especially precious about their fall tastes, as they were more likely to get into heated debates on the topic (32%), compared to just 19% of Gen Xers.
While Americans believe that pumpkin spice (32%) and candy apple (14%) should be “off limits” at any time other than the fall season, the results found that the same rule does not apply to cinnamon (35%). or salted caramel (35%), which can be enjoyed all year round.
Regardless, almost three in five (59%) are likely to enjoy fall flavors during other seasons.
The results also revealed that more than a third of respondents (36%) admit to being more impatient for the start of fall than any other season. Not only that, but another 39% say they enjoy seasonal flavors more during fall.
Conducted by Talker Research on behalf of Post Honey Bunches of Oats, the results also revealed that 31% believe autumn doesn’t get the respect it deserves and that the season ends too soon.
In fact, Americans are more likely to start wishing for fall during the summer than to be sad that summer is coming to an end (30% vs. 17%).
According to the results, 34% of Americans say fall is their favorite season, followed by summer (29%), with more than one in 10 snow-loving Americans saying winter is best (12%).
Of the fall fanatics, 11% start dreaming about falling leaves as early as June, while 9% start preparing during spring. For those surveyed, the cooler and changeable weather (70%), vacations (52%) and winds (48%) are the best parts of fall.
This may be why 75% of respondents yearn for endless fall, or would be happy to live somewhere with fall weather year-round.
“The results revealed that 52% of millennials are tired of pumpkin spice and another 60% agree that it tastes better,” said Erin Crawford, Senior Brand Manager. “Whether you’ve enjoyed your favorite fall flavor for years or are just starting to look for a new one, it’s time to step away from pumpkin spice and into a new era.”
For many, the two main indicators that fall will soon be in full swing are falling leaves and changing colors (47%) or the first chilly breeze in the air (33%).
On the other hand, the end of autumn is marked by the arrival of decorations for the holiday season (31%) or the first snowfall (21%).
Regardless of the season, two-thirds of Americans prefer their meals to be a combination of salty and sweet—reflecting the 56% who say their personality also tends to be salty and sweet.
The top three salty and sweet foods are peanut butter and chocolate (48%), followed by chocolate pretzels (43%) and with honey-roasted walnuts and salted caramel tied for third (both 42 %).
“Whether you prefer sweet, savory or a combination of the two, the possibilities are endless during fall and beyond,” said Crawford. “If you’re looking to kick off fall, you can add some seasonal flavor to your morning routine by swapping out classic cereal flavors for seasonal flavors like salted caramel.”
America’s Favorite Fall Flavors
- cinnamon – 39%
- Salted Caramel – 37%
- Apple/candy apple – 36%
- pumpkin spice – 32%
- maple – 28%
- More – 28%
- Pecans – 26%
- Toasted Marshmallow – 24%
- Sweet potato – 20%
- Blueberry – 19%
Survey methodology:
This random two-choice survey of 2,000 Americans of the general population was commissioned by Post Honey Bunches of Oats between May 21 and 24, 2024. It was conducted by the market research company Speaker researchwhose team members are members of the Market Research Society (Ms.) and the European Society for Opinion and Marketing Research (ESOMAR).
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Image Source : nypost.com