Sales of pumpkin-flavored products rose 15.5% to a five-year high over the year ending Aug. 25, according to Nielsen. Pumpkin pie filling recorded a 1% drop in sales for the 12 months ending Aug. 25, 2018, compared to the same period last year, but still represents the largest share of the pumpkin market with more than a $130m in sales.
Steeper declines were seen in ready-eat-cereal (-1.8%), bread mix (-2.5%), and Greek yogurt (-18.2%). Areas that registered double- to triple-digit growth include ice cream (56.2%), ready-to-drink coffee (26.5%), and liquid coffee creamer (11.9%). Dog food saw the biggest increase in sales growing 123% this year compared to last year.
Lightbulb Moment: Pumpkin is back baby but it’s wearing a new party dress for the season. Pumpkin has to consider who her best friends are carefully this season. If you consider pumpkin as the base of the product, her party dress is the add-ins, preps, and presentation so it is ok if she steps up her game.