Marketing ploy or market opportunity? The business case for pumpkin spice in CPG
In this episode of The Natural List, co-host Adrienne Smith joins guests Jenna Fitch and Bill Giebler to dissect the pumpkin spice phenomenon reshaping the CPG landscape. Whether you're a devotee or a skeptic, the numbers speak volumes: according to a 2025 Coherent Marketing Insights report, this $1.1 billion market is projected to reach $2.2 billion by 2032—making it impossible for brands to ignore. Our panel explores the rich history of pumpkin spice dating back to 1796, analyzes the strategic value of limited-edition seasonal offerings, and examines why this flavor profile has become a crucial competitive advantage for shelf space. The conversation moves from market analysis to real-world application as the team conducts live taste tests of this season's most anticipated pumpkin spice products—from nitro cold brew to oat milk chocolate bear claws. Can innovative formulations convert even the most cynical critics? Join us for this business-focused deep dive into one of CPG's most divisive yet profitable flavor trends, and discover whether data-driven strategy or genuine consumer passion is driving pumpkin spice's remarkable growth trajectory.