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Americans are falling harder than ever for pumpkin spice in 2020

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The pumpkin spice obsession is stronger than ever with 54 percent of Americans looking forward to enjoying pumpkin spice-flavored coffee more this year than before. In an online survey distributed to 2,000 Americans in conjunction with OnePoll, Green Mountain Coffee Roasters® found that current lifestyles have increased at home coffee brewing, and one-third of respondents plan to stock up on pumpkin spice coffee this fall. 

With the challenges of 2020, 63 percent of survey respondents stated they have been consuming more coffee at home since the pandemic began, with half sharing they’ve been relying more on their morning coffee routine to get them through the day.

“As consumers continue to enjoy coffee from home while especially looking forward to pumpkin spice more than ever, we are proud to provide high-quality options that can be enjoyed at home while also bringing the fall experience to life indoors through our Pumpkin Spice and Maple Pecan K-Cup® pods – no barista required,” shared Scott Christensen, Senior Director at Keurig Beverage Marketing.

Perhaps unexpected, the survey found that men more than women are leaning on pumpkin spice coffee the most this year:

  • Men have ranked “all things pumpkin spice” among the top three items they are looking forward to this fall, alongside football season and the change in weather
  • Nearly twice the amount of men shared their intention to indulge in the seasonal flavor craze than women, whether stocking up on pumpkin spice coffee or donuts
  • Men have increased their coffee consumption more than women while at home, with 38 percent getting creative with their morning cup by trying more flavored options and coffee recipes  

The new findings expand on Green Mountain Coffee Roasters® 2019 Pumpkin Spice Obsession Survey, which explored Americans’ enthusiasm for the fall season and pumpkin spice-flavored items. In 2019, Americans shared that they would rather give up alcohol, chocolate and their cell phone before giving up pumpkin spice coffee.

The 2020 findings are the result of a double opt-in survey of 2,000 Americans aged 18 and older, coordinated by OnePoll in partnership with Green Mountain Coffee Roasters. The survey was conducted online within the U.S. between September 11, 2020, and September 15, 2020, to provide insight into consumers’ coffee habits at home and their desire for fall seasonal products during the pandemic.

To learn more about OnePoll’s survey methodology, visit https://www.onepoll.us/scripting-and-data/. To learn more about Green Mountain Coffee Roasters, including the brand’s fall seasonal flavor offerings, visit www.gmcr.com, and follow @greenmtncoffee on Instagram, Facebook and Twitter.


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