Pumpkin spice lattes face competition from new autumn beverage flavors

The pumpkin spice latte (PSL) remains a dominant seasonal staple in the coffee industry, with data from analytics firm Datassential indicating that 86% of consumers have tried the beverage since Starbucks first launched it in 2003.

Despite the popularity of the PSL, new autumn-inspired flavors are increasingly competing for market share on coffee shop menus. Trends show a rise in offerings such as apple pie, caramel apple, and s’mores flavors. In some regions, coffee establishments are expanding their seasonal selections to include options like blueberry maple muffin, brown butter toffee, and caramel apple lattes to appeal to consumers seeking variety or those who prefer non-pumpkin flavors.