As the nights draw in and Halloween approaches, the ever-present pumpkin spice latte is back, and it seems consumers can’t get enough of it. But why are we so obsessed with the scent and taste of this autumn favourite? According to experts, it all comes down to our brains’ pleasure-seeking tendencies. The parts of our brain responsible for processing smells are located close to the parts that deal with memories and emotions, meaning that when a scent is associated with a memory it is stored and retrieved easily.
The scent of spices such as cinnamon, nutmeg and ginger can, therefore, trigger happy, cosy and comforting memories, as science journalist Alice Gray explains. Starbucks is credited with starting the trend for all things pumpkin spice with its pumpkin spice latte. Its key ingredients are espresso, “pumpkin spice flavour sauce” and steamed milk, topped with whipped cream and a spice blend of cinnamon, ginger, nutmeg and cloves.
But it was when consumers started sharing their love for the drink on social media that it went from a popular coffee flavour to a billion-dollar industry, featuring in candles, beer, lip balms and even dog treats. The global pumpkin spice products market was valued at $1.1bn (£823m) in 2003 and is expected to rise to $2.4bn (£1.7bn) by 2031, according to Future Market Insights.
Science journalist Alice Gray said the smell, rather than the taste, of pumpkin spice products is key. “The spices used in the pumpkin spice latte have strong associations with holiday seasons and likely some comforting memories,” she said. “So when you smell those spices, it will immediately activate emotive memories of joy, warmth, and happiness.” The high levels of sugar in the drink also trigger the brain’s reward system, releasing feel-good chemicals, making us crave more.
From homemade candles to coffee syrup suppliers, it seems that pumpkin spice is everywhere. According to Kiani Geldard of Providero Coffehouse in Llandudno and Llandudno Junction, for many customers, pumpkin spice lattes are “an accessible bit of joy”. “It’s easy to attain and doesn’t cost the world to have that little moment of enjoyment with your PSL in the day, regardless of whatever else is going on,” she added
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