In Part II of the Clarity Pumpkin Spice Index, the recent declines in pumpkin spice (PS)-related media coverage led me to hypothesize that, perhaps, people are remembering they like hot chocolate more. But the fact is, quantity of media coverage does not necessarily relate to consumption levels. To get a better idea of whether that is or isn’t the case, we decided to dig up some real people pumpkin spice season (RPPSS) data.
According to a survey conducted by spice brand Spice Islands, 46 percent of Americans consume more PS-flavored products during fall than they do chocolate products. How much chocolate those people consume year ‘round wasn’t disclosed, so we can’t accurately say they like PS better than chocolate.