Pumpkin is more than a seasonal favorite; it’s become a national icon.
Year after year, America’s favorite gourd sparks the cozy vibes of fall, and even as some might argue that pumpkin season starts too late, it remains an autumn staple throughout North America.
Even despite its saturation in the fall lineup, pumpkin’s popularity isn’t fading.
In 2024, brands and consumers have been eager to kickstart pumpkin season earlier than ever, embracing the concept of “Augtober” by blending pumpkin with timeless indulgent flavors like cheesecake, white chocolate, and maple. These early releases tap into the comforting escape of fall, especially during the stressful back-to-school period.
We anticipate these trends will continue in 2025. But what exactly gives pumpkin this kind of enduring appeal? More importantly, how can you harness this versatile ingredient to create innovative products that resonate with consumers on either side of fall?
In this blog post, we’ll uncover the consumer trends and flavor pairings we believe will shape pumpkin’s future. We’ll also explore new ways to extend the seasonal appeal of your pumpkin products and limited-time offers (LTOs), helping you create impactful pumpkin experiences throughout the year.
Bridging Pumpkin’s Seasonal Gaps in 2025
Different applications and flavor combinations will resonate with consumers at various times of the year. We’ve broken down “pumpkin season” into three key periods, each offering unique opportunities to address seasonal gaps and appeal to evolving consumer tastes. Let’s explore how to harness pumpkin’s versatility to captivate audiences and keep your pumpkin products relevant longer.
Early Season – Late Summer to Early Fall
Drawing from the late summer trends of 2024, we also expect to see early fall pumpkin releases in 2025.
“Augtober” brings nostalgic, indulgent offerings with pumpkin twists that help consumers escape the summer heat while transitioning into the fall mindset. While pumpkin spice remains a dominant flavor, we believe pumpkin mashups with other trending late summer and fall flavors will also resonate. Here’s some inspiration:
- Pumpkin S’mores Latte: A nostalgic mix of indulgent and familiar flavors.
- Pumpkin “Chai-ce” Cream: A creamy, sweet-and-spicy blend of pumpkin and chai spices in a twist on pumpkin spice.
- Pumpkin Apple Cider Donuts: An easy back-to-school treat that screams fall.
Flavor combinations like these can be featured in cold drinks, desserts, pastries, and even dressings, making them appealing in the late summer, early fall, and beyond.
Mid-Season – The Heart of Fall
As temperatures cool and we approach Halloween and Thanksgiving, pumpkin takes on a new role in heartier meals. Soups, stews, and chilis – dishes that are generally considered too heavy for warmer seasons – now become the focus.
Product developers can also pair pumpkin with the growing trend for global flavors, creating dishes that are exciting yet approachable. Here are a couple ideas for inspiration:
- Burmese Pumpkin Curry: Tropical flavors are on the rise. This dish combines pumpkin with tamarind for a hearty, flavor-packed curry.
- Pumpkin Rigatoni Al Forno: Moving beyond gnocchi and ravioli, this baked pasta dish incorporates pumpkin directly into the sauce, aligning with consumer demand for innovative European dishes.
Late Season – Transition to Winter
As fall fades into the holiday season, there’s a unique opportunity for product developers to introduce flavors that blend the best of both fall and winter. During this time, sweets and indulgent treats are perfect. Consider these ideas:
- Pumpkin Hot Chocolate: A warm and comforting treat for chilly nights. Add a spicy or smoked chili powder to create a complex riff on a Mexican Hot Chocolate.
- Pumpkin, White Chocolate, and Cranberry Blondie: A twist on the classic dessert, include orange zest and mulled wine spices for even more seasonal sophistication.
- Pumpkin Gingersnaps: Capitalize on the “swicy” (sweet and spicy) trend by letting ginger’s heat pair with pumpkin’s sweetness.
We’re the Pumpkin People
At Van Drunen Farms, we’re passionate about pumpkin and ready to help you turn this iconic ingredient into innovative new products. Whether you’re developing seasonal staples or experimenting with new ideas, our expertise and premium ingredients will elevate your creations.
Our Baked Pumpkin offers rich, caramelized flavor and color. Made from whole pumpkin, it’s available as a smooth powder or flake that enhances a wide range of applications – from bakery to dairy, snacks, soups, sauces, and even pet food. This versatile ingredient can replace traditional flavor and color drivers like purees, helping you control moisture content and reduce shipping costs. Plus, it’s available in clean label options and undergoes a validated kill-step for the highest quality and safety.
We’d love to collaborate and bring your pumpkin ideas to life. Contact us today to learn more and request a free sample. Let’s make your pumpkin products stand out in 2025 and beyond!