Pumpkin Spice & Everything Nice: New Data Reveals Nation’s Seasonal Preferences

Country roads…take me home…to the pumpkin spice latteeee. West Virginia is the king of pumpkin spice consumption, according to new data from Instacart. Fittingly launched right as Starbucks returns the ultra-popular PSL, the survey revealed the hottest seasonal flavor trends and the states most (and least) likely to jump on the pumpkin bandwagon.

Unsurprisingly, Hawaii is the least likely state to purchase pumpkin spice products on Instacart, probably due to the absence of a real seasonal fall. Meanwhile, West Virginia is 122% more likely to buy, followed by Iowa (90%), North Carolina (62%) and Ohio (60%). Other pumpkin averse states? Washington D.C., Louisiana and Massachusetts.

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The top pumpkin spice products on Instacart? They’re all breakfast related! Coffee creamer came out on top, followed by the actual spice, ground coffee, cream cheese and bread. The company found that quick oats, protein bars, pumpkin and waffle mix and cereal are also hot pumpkin-themed products compared to 2019.

Instacart also noted that searches for pumpkin spice products started early this year, in late July. Retailers haven’t been hesitant to hype up their offerings either, from cup noodles to cookie dough to blizzards. Love it or hate it, the craze is on!

—Sarah Shebek

Featured image courtesy of Ryan Christodoulou, Unsplash 



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