Pumpkin spice products on shelves

Between 2005 and 2022, the number of pumpkin spice products available at retail grew from a Starbucks seasonal latte into a civilizational force — appearing in protein powders, dog treats, candles, and varieties of foodstuff that have no logical relationship with autumn. The dog treat market expanded alongside it with nearly identical enthusiasm, leading to the inevitable and now-confirmed arrival of pumpkin spice dog biscuits.

Both pumpkin spice proliferation and premium dog treat growth were driven by the same underlying consumer behavior: seasonal marketing and brand extension strategies targeting the same middle-to-upper-income household. Both categories also benefited from social media virality — pumpkin spice became a cultural meme that drove awareness, while pet product purchases are heavily influenced by Instagram and TikTok pet content.

Pumpkin spice is less a flavor than a proof of concept: that humans will pay more for something ordinary if it is seasonal, slightly autumnal, and photographed well.