Pumpkin Obsession Good for Retailers

Autumn has brought beautiful changing leaves, cooler weather and pumpkin everything. Americans are obsessed with the big orange squash and not just for their carved jack-o’-lanterns. Pumpkin flavoring is creeping its way into hundreds of foods, drinks and other products. This overindulgence of pumpkin inspired products should not have retailers complaining as pumpkin products account for millions of dollars in sales each year.

According to Nielsen, pumpkin products accounted for $361 million in sales in the last year alone. That’s a 79% increase since 2011. Pumpkin pie filling still dominates the market with $135 million in sales each year, but other top pumpkin-flavored products include cream, coffee, alcoholic beverages, baking mixes, body lotions and sprays, candy and air fresheners. The list doesn’t end there. Unusual products added to the mix include pumpkin-flavored dog food, oral hygiene and gum, each product bringing in sales of $12.9 million, $1 million and $970,000.

Although the pumpkin obsession accounts for millions in sales each year, these numbers do not account for sales of fresh pumpkins. According to the National Retail Federation, sales of fresh pumpkins have been declining, with unit-sale losses in 2011, 2013 and 2014 accounting for 8.6 million fewer pumpkins sold. Consumers are overlooking fresh pumpkin as an option to satisfy their craving, instead opting for indulgent pumpkin spice treats, flavorings or fragrances.

Marketers have recognized this trend and utilize the seasonal return of the flavor to entice consumers. The anticipation for the flavor’s return and seasonal aspect provides marketers with the opportunity to appeal to consumers with these messages. Pumpkin spice lattes are no longer the only option to satisfy the pumpkin everything craving during the fall season. The variety of pumpkin products are increasing sales for retailers and satisfying America’s pumpkin obsession as the trend continues to grow and become an integral part of fall diets.