Trend Report - Pumpkin Spice PassionB.WITCHING TREND REPORT
Pumpkin spice passionPumpkin spice season wasn’t always the cultural phenomenon it is today. In fact, it started off as a humble flavor enjoyed by a select few. The rise in popularity can be attributed to a combination of factors, including changing consumer preferences and strategic marketing efforts. Every year the craze begins with the release of Starbucks' Pumpkin Spice Latte, and seasonal cookies, candles and more begin filling stores across the country. Even if you're not into the pumpkin spice craze, chances are something in your life has that cinnamon, allspice smell. Why exactly are Americans addicted to all-things pumpkin spice? According to perception researchers at Johns Hopkins University, it's the powerful scent. The smell of this autumn flavor often triggers familiar, cozy memories — creating a national nostalgia and increased desire to reunite with the upcoming season."The smells that are in a pumpkin spice latte are in lots of other things that are associated with this time of year very strongly — with positive memories like family Thanksgiving, or rustling fall leaves and going back to school," said Sarah Cormiea, a Johns Hopkins doctoral candidate studying human olfactory perception. "A lot of what you think is your sense of taste is actually your sense of smell," she added. "When we eat, smell particles are able to travel up the back of our nasal passages and activate our smell receptors... And the parts of the brain that process odor are very close to the parts of the brain that process memory information."Indulging in those memories of fall can be seen in the rising numbers of pumpkin spice popularity. Less than two decades after Starbuck's released their first PSL, demand for pumpkin spice has skyrocketed. According to estimates by Nielsen and Forbes, total pumpkin product sales grew to more than $600 million in 2018, up from $500 million in 2015 and now still growing. Limited availability can support nearly unlimited growth. Pumpkin spice is the rare billion-dollar product that’s hard to find for two-thirds of the year. That’s by design: like Peeps in spring, s’mores in summer, or gingerbread for the winter holidays, it’s associated with the season. Starbucks invented the Pumpkin Spice Latté because it wanted to replicate the success of its winter-only peppermint- and eggnog-flavored coffees. In part, scarcity creates demand. You’d better buy your pumpkin spice now, because by January, it will be gone. But furthermore, consumers like the sentimental resonance of seasonal restrictions. Trying to make pumpkin spice permanent would destroy much of its emotional value. A report by the Kearney Consumer Institute (KCI) further proved that pumpkin spice is a well-loved flavor, noting that "scarcity creates demand" — in other words, part of the reason why pumpkin spice is so popular is because it's difficult to access for two-thirds of the year. In a KCI survey, 60% of consumers noted that pumpkin spice is highly influential in a purchase decision. Only 6% said that the flavor is “overhyped or added to too many products.”"In many facets of psychology, you observe this phenomenon called the familiarity effect, or the exposure effect," said Jason Fischer, an assistant professor in Johns Hopkins' Department of Psychological and Brain Sciences. "The more you encounter something and the more familiar it becomes, the more it gets ingrained in your preferences... Pumpkin spice comes back every year, so now it feels like an old, familiar friend — and even that in itself can drive preferences toward it, because we tend to like things that we're more familiar with." Weather you love it or over it, retailers benefit from selling pumpkin spice products due to their seasonal popularity and strong consumer demand. These products capitalize on the cozy, nostalgic appeal associated with autumn, making them irresistible to a wide audience. From lattes to candles and baked goods, pumpkin spice items create a sense of seasonal excitement, encouraging impulse buys and repeat purchases. They cater to diverse tastes and preferences, appealing to both traditionalists and adventurous consumers eager to try new variations. By offering pumpkin spice products, retailers not only satisfy customer cravings but also boost sales and enhance their seasonal product offerings, fostering customer loyalty and engagement. So get B.Witching's top selling Pumpkin & Honey personal care products on your shelves NOW! 
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