Pumpkin Spice Latte Survey: Current Customers Excited About New Flavoring

Fall is just around the corner. And one of the things that goes along with fall is Starbucks’ pumkin spice latte. But this year, the drink is getting an upgrade. Starbucks just announced that it will make its pumpkin spice latte with real pumpkin instead of artificial flavor. So what do customers think about the change? And would they like other pumpkin items to follow suit?

pumpkin spice latte

Starbucks Customers

In Ask Your Target Market’s latest survey, 2% of respondents said they actually buy beverages from Starbucks on a daily basis. 9% go to Starbucks pretty regularly. 23% sometimes buy Starbucks beverages. 22% rarely do. 6% said that they have gone to Starbucks in the past, but don’t anymore. And 38% have never gone to Starbucks.

Of those who have been to Starbucks, 61% have never tried a pumpkin spice latte. 5% said they drink them regularly, at least when they’re in season. 11% sometimes order pumpkin spice lattes from Starbucks. And another 23% said they have done so at least once.

Pumpkin Spice Latte

When it comes to the company’s new recipe, it seems that a few more people could be interested in trying the pumpkin flavored beverage. 28% said they would be more likely to purchase Starbucks’ pumpkin spice lattes now that they’re made with real pumpkin. Those who already go to Starbucks sometimes were more likely to be interested in the new pumpkin flavor.

Pumpkin Flavored Items

But Starbucks isn’t the only company to make use of pumpkin flavor in the fall. In general, 42% of respondents said that they like pumpkin flavored food items. And 51% of those respondents said they would be more likely to buy pumpkin flavored items if they were made with real pumpkin instead of artificial flavors. Currently, the most popular pumpkin flavored food and drink items, not including Starbucks pumpkin spice latte, come from Dunkin Donuts, McDonald’s and Tim Hortons.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Pumpkin spice lattes from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 18 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.