Pumpkin spice has had America wrapped around its little cinnamon-dusted finger for more than two decades. This year, though, that hold is starting to loosen. According to new trends, the beloved fall staple led latte searches in three states when stacked up against matcha and chai during the last week of August. That might not sound too shabby, until you remember that pumpkin spice had 48 states in its corner back in 2024. Still, the pumpkin spice latte is hardly yesterday's news. When the drink returned on August 25, Starbucks recorded its biggest fall menu launch ever in the U.S. and Canada, with foot traffic up 35% over a typical Tuesday. So yes, our eyes are wandering, but pumpkin spice can still pull a crowd. The new “it” drink is……well……green. Matcha is a creamy beverage made by mixing finely ground green tea powder with hot or iced milk and a sweetener. Matcha lattes have surged this year, driven by health-conscious Gen Zers who desire jitter-free energy. They’ve been a permanent fixture on the menu at Starbucks since 2019 but they're on the rise this year. Will they knock pumpkin spice lattes off their pedestal? Pumpkin spice is actually transitioning from a trendy novelty into a standard seasonal classic while consumers explore newer options.
