Pumpkin Spice is likely the year’s most buzz-worthy food and beverage trend. In fact, Nielse data shows that Americans spend over $500 million on pumpkin spice products annually. Data from Taboola Newsroom sheds light on the pumpkin spice latte (PSL) craze around the world and across the U.S. in 2023, showcasing which countries and states are the biggest fans, how readership has evolved from the previous year, and tips for publishers and advertisers to make the most of the seasonal trend.
For a quick background on our data, we can view readership trends based on Taboola’s understanding of more than 600 million daily active users on thousands of news publishers like Yahoo, USA Today, Business Insider, and CNBC.
Top 10 Countries Reading About PSL in 2023
North America Takes the (Cinnamon and Nutmeg-Flavored) Cake
It’s no surprise that the U.S. comes first by PSL readership since the drink originated in Seattle, Washington, on October 10, 2003. The U.S. is also a clear PSL superfan, with national pageviews hitting 11 million in 2023. Canada is showing increased interest in the PSL, which could result from its geographic proximity to Washington.
Noteworthy Global Interest
Next in the PSL race include France, the UK, Germany, and Spain, showing how the seasonal flavor has successfully crossed into European countries and across country lines. Australia, Mexico, and Italy also show increased interest in the PSL season. Lastly, India rounds out the list, indicating the PSL’s reach into various territories.
Top 10 States Reading About PSL in 2023
- California
- Texas
- New York
- Florida
- Illinois
- Virginia
- Pennsylvania
- Ohio
- Georgia
- North Carolina
Warm-Weather States Are Home to the Biggest PSL Fans
Despite the PSL marking the start of chillier weather, three out of the top five states for PSL readership in 2023 are known for warmer climates: California, Texas, and Florida showed the most online interest in PSL-related topics.
PSL Fatigue in Seattle?
Interestingly, although Starbucks first introduced the PSL in Seattle, Washington, it didn’t reach the top 10 list for PSL readership, posing the question: Does Seattle have PSL fatigue?
Being First to the 2024 PSL Race Pays Off
Starbucks may have invented the PSL, but other beverage brands are issuing their fall menus earlier and earlier each year—often weeks sooner than Starbucks. Publisher data supports the notion that this tactic is paying off with consumers.
- Dunkin’: +70%
- Tim Horton’s: +49%
- Peet’s Coffee: +39%
- McDonald’s: +24%
No Matter What, Starbucks is Still King
Despite competitors moving into the PSL space, Starbucks remains top of mind. Over the past 90 days, the company has experienced a dramatic increase in online interest, up by 153%. Significant moments driving this surge include the introduction of Starbucks’ new CEO on August 13 and the unveiling of the fall menu on August 21.
Tips for Publishers and Advertisers
With a plethora of worldwide excitement around autumn trends, consumers will likely engage with PSL and other fall-focused content for months to come. To stay top-of-mind, publishers should ensure they’re continuing to cover the latest PSL and fall trends in the food and beverage worlds, and advertisers should also keep PSL-themed campaigns at the forefront. And with “Augtober” becoming a phenomenon (otherwise known as August marking an earlier start of fall celebrations), it’s safe to say that publishers and advertisers will benefit from starting their 2025 PSL coverage and advertising campaigns even earlier—perhaps in July.