As the fall season approaches, cozy sweaters, Halloween decorations, and everything orange and yellow begin to emerge. However, for many, one of the most anticipated aspects of autumn is the beloved flavor and scent of pumpkin spice. Some love Starbucks’ pumpkin spice-flavored fall menu, while others are confused by this nationwide obsession. No matter your position, as the leaves start to fall off trees and the weather grows colder, we find ourselves pondering: why do people love pumpkin spice? The answer is actually fairly simple: nostalgia.
To fully address this question, it is key to understand what pumpkin spice is made of and when it first rose to fame. Surprisingly, pumpkin spice does not include any form of pumpkin whatsoever; it is actually a concoction of cinnamon, nutmeg, clove, ginger, and allspice. Pumpkin spice has existed since the dawn of American history but has evolved over time, becoming a coffee additive during the late 1900s. However, the major pumpkin spice phenomenon truly began in 2003 when Starbucks released their renowned pumpkin spice latte, or PSL. Ever since the drink’s initial success, the spice has become a staple for many drinks and desserts during the fall season.
Since its breakout in 2003, the PSL and various other pumpkin spice products have evoked feelings of nostalgia and comfort in people nationwide, but why is this the case? The scientific reason behind the pumpkin spice effect is that the part of the brain related to smell, or the olfactory cortex, is very close to a part of the brain responsible for memory, and the emotions and memories that are associated with the pumpkin spice smell—and other fragrances for that matter—are triggered by smelling this certain scent. Over time, people create associations with certain smells, perhaps like the aroma of freshly baked cookies with Grandma’s house or pine needles with Christmas. This associative effect holds especially true with spices. The spices that make up pumpkin spice trigger many people’s memories of the beginning of the holiday season, the fall aesthetic, and being with family.
There are several other reasons for the spread and popularity of pumpkin spice. One of these reasons is the popularity of the PSL and other pumpkin spice products on social media. With a combination of posts from pumpkin spice enthusiasts, the fall spice blend has become a hit online and a seasonal trend. Additionally, the scarce seasonal availability of the PSL creates more anticipation an
Pumpkin spice has now become a major symbol of fall, sitting right alongside pumpkins and autumn leaves, and for a heartwarming reason, too. The warmth, nostalgia, comfort, and safety that pumpkin spice embodies bring communities of pumpkin spice lovers together and bond over the warm, delicious drink. Now, it is time to cozy up and enjoy a PSL as the leaves change color and Halloween approaches.
