Every year, we’re told that pumpkin spice season has kicked off earlier than ever, but Yelp actually has the data to back up that claim.
Yelp searches for “pumpkin spice latte” (PSL) and “pumpkin latte” this July increased by 301% and 256%, respectively, when compared with the same search data from July of 2025.
“As businesses announce their seasonal menus, we’re seeing that excitement reflected on Yelp well before summer fades,” Yelp Trend Expert Tara Lewis told The Food Institute.
Starbucks, who’s widely credited with turning the PSL into the craveable phenomenon it is today, will not begin slinging its iconic latte in coffee shops until August 25; however, its 2026 lineup of pumpkin-flavored beverages and creamers has already hit retail shelves.
“People are already seeking out the first tastes of fall flavors, whether it’s searching for local spots to grab a PSL as soon as possible, or saving where to enjoy them during upcoming cooler weather or fall travels,” Lewis told FI, noting that “there’s a real appetite for that cozy, familiar comfort that pumpkin spice represents.”
The trend expert added that the growing popularity of holiday pre-celebrations such as ‘Summerween‘ and ‘Augtober’ reveals just how eager consumers are to “celebrate the anticipation and festive feelings of fall, even if it’s a bit early.”
I also suspect that the record-setting summer heat – particularly in July – has played a role, prompting consumers to reach for the flavors of fall as a reminder to themselves that the scorching temps will eventually chill out. At least we all hope so!
Speaking of chilling out…
Pumpkin Spice on Ice
Though the pumpkin spice craze largely originated within the coffee sector, it is by no means confined to that space, as it seems that fall is in the air on the ice cream aisle as well.
Ben & Jerry’s has already brought back its popular Pumpkin Cheesecake flavor, which will be available for a limited time and could sell out fast, as it’s become a fan-favorite in recent years, as reported by USA Today.
In my humble opinion, ice cream is the ideal way to savor autumn flavors while staying cool in the dog days of summer for obvious reasons.
A few years ago, I served a menu of fall-flavored ice cream and sorbet pops at an outdoor event in Oklahoma City when it was 80-plus degrees out – despite the fact that it was held in October – and can confirm that the flavors were a big hit.
I gave each popsicle a classic rock-inspired name to align with the theme of the event, including “Pumpkin to Talk About,” “My Churro-na,” “Sweet Chai O’ Mine,” and “Dark Cider of the Moon,” and many customers told me that they loved being able to get a taste of fall even though it still felt like summer outside.
Pumpkin Spice Gets Salty
Beyond cold treats, pumpkin spice flavors are emerging earlier than usual on the salty snack aisle as well.
Hershey recently launched its lineup for the 2026 Halloween season, which features savory and ‘swavory’ (aka ‘swalty’) treats as well, including:
Pirate’s Booty Trick-or-Treat Snacks
Reese’s Dipped Pretzels and Filled Pretzels
SkinnyPop Halloween Packs
Halloween-themed packs of LesserEvil Spooky Popcorn
The company also unveiled a pumpkin spice version of its Lesser Evil popcorn targeting diehard PSL fans.
The Flipz chocolate-covered pretzel brand and Dunkin’ have also teamed up to introduce new Flipz Pumpkin Spice Donut-Flavored Covered Pretzels, which hit store shelves on August 11.
Food for Thought Leadership
Joe Slater, President and CEO of Gleaners Food Bank of Indiana, talks about the changing realities of food insecurity and how food banks are evolving to meet growing demand. Slater explains that today’s food-insecure population increasingly consists of working adults holding one or more jobs, as rising living costs outpace wages and changes to federal assistance programs leave many households with few options.
