In late August of 2026, search queries for "pumpkin spice" in the US fell to 6% of states, although a year earlier they were 64%. Google analyst Jenny Lee noted: people are looking for new twists on familiar drinks and are abandoning standard seasonal habits.
The blend of cinnamon, nutmeg, ginger, and cloves appeared at Starbucks in 2003 and over two decades penetrated candles, deodorants, and even canned goods. Its sweet-spicy aroma with a slight bitterness of cloves and a warm note of nutmeg became a symbol of autumn for millions. But now the balance has shifted: matcha latte queries exceeded pumpkin spice latte by more than 2,6 times, and banana coffee syrup for the first time took the lead.
On Pinterest, PSL posts have almost disappeared, while images of banana lattes have grown by 916%. In 29 states, matcha has overtaken both pumpkin spice and cardamom tea. McDonald's, after 13 years, removed pumpkin spice latte from its menu, replacing it with drinks featuring apple pie and caramel.
Consumers are tired of predictability. DoorDash data shows growing interest in pecan (+28%), maple, and apple. New flavors—banana, cardamom, hazelnut—offer a different texture and aroma: the creaminess of banana instead of dry spiciness, fresh acidity instead of warm sweetness.
Economics and culture are driving the change. Retailers launch autumn collections earlier, but shoppers seek novelty, not repetition. Pumpkin spice remains, but no longer dictates the season: it has become a backdrop rather than the main character.
Instead of the usual latte, it's worth trying matcha with banana syrup or a pecan cortado at coffee shops that are the first to introduce new items. The 2026 season opens the door to flavors that previously remained in the shadows.
When one flavor ceases to surprise, space is freed for others—those born from fresh combinations and new habits.
