Is the Pumpkin Spice Latte losing its grip on fall, or is it all wishful thinking?
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This week’s edition is written by Garrett Oden, publisher at Fresh Cup.
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PSL Popularity Is Rebounding in 2026
There’s a segment of the specialty coffee industry that has rooted for the downfall of the mighty Pumpkin Spice Latte for years as a symbol of Starbucks’ humbling. These PSL-detractors recently got their hopes up when McDonald’s announced it was dropping fall pumpkin drinks and replacing them with a Caramel Apple Pie drink. We covered the story. Some have seen the news of the pumpkin spice casket (yes, it’s real) as a bad omen for the drink.
New data says the PSL-detractors will have to wait a little longer to see the drink they love to hate face its ultimate demise. Tastewise’s consumer preference and social listening data shows pumpkin spice latte interest among Gen Z is up 31.6% over the past year. Google Trends data tells the same story: search interest for the PSL jumped to the highest rate it’s seen since 2022. We’re nowhere near the 2015 to 2017 peak, sure, but the rebound is clear.
All that said, pumpkin may not dominate the autumnal zeitgeist for much longer. Apple, pecan, and maple flavors have quickly risen in popularity. Datassential, a food and beverage market research firm, found 87% of consumers like or love apple flavor, against 59% for pumpkin and just 47% for pumpkin spice specifically. DoorDash’s fall flavor report for 2025 showed pecan demand climbing 28% year-over-year.
Keep the PSL, but Push Pecan
McDonald’s aside, the major coffee chains aren’t backing down from pumpkin spice, but they are leaning into new fall drinks.
Keep the PSL. Demand grew this year. Maybe don’t let a McDonald’s press release or a joke casket talk you out of a drink that still has revenue potential. When in doubt, look at past years’ point-of-sale data to see if your pumpkin-flavor sales are really declining before you make a cut.
Go premium with pecan. Pecan has been a strong performer in recent years, and it’s an ingredient that’s right for higher-priced add-ons like pecan cold foams and crushed pecan toppings.
Don’t copy McDonald’s homework. McDonald’s dropping pumpkin spice is a bold choice that may not even be the smartest one (we’ll have to see what it does next year). Make decisions based on your sales data, your customers, and your mission.
Go Deeper
Five Places, Five Fall Drinks
Five independent cafes on the seasonal drinks that outsell their pumpkin spice, from a pecan pie dirty chai to a cinnamon-cereal latte.
Falling Leaves, Fall Flavors: Signature Beverages for the Autumn 2022 Season
Three signature-beverage specialists on building fall drinks around apple, mulled wine, and maple, recipes included.
Beyond PSL & Peppermint
A case for looking past the usual holiday flavors, including a maple black lime latte and global holiday drink traditions.
Is The Pumpkin Spice Latte Dead? McDonald’s Nixes Drink from Fall Menu
A recap of the McDonalds decision to ditch the PSL for 2026.
