Behind the popularity of pumpkin spice lattes is a bitter truth about the state of Canada’s economy.

Pumpkin spice isn’t just a flavour—it’s part of a billion-dollar global trend that reveals how deeply Canadians have embraced comfort as ritual.

Every September, the scent of cinnamon, nutmeg and clove returns to cafés and grocery aisles across Canada. The crisp air and return of routine mark more than a seasonal shift—they trigger a ritual that has become both cultural tradition and economic signal. Pumpkin spice has evolved into a global phenomenon, revealing how nostalgia, indulgence and scarcity shape modern consumer behaviour.

The global pumpkin spice market is valued at US$1.1 billion in 2025 and is expected to more than double by 2032, growing by more than 10 per cent annually. At the centre of it all is Starbucks’ Pumpkin Spice Latte. First tested in Vancouver in 2003, the latte now generates over US$500 million a year in North America alone. For a product available only a few months a year, the scale is extraordinary.

Canada mirrors global trends with some distinct twists. In 2024, more than 11,500 acres of pumpkins were planted........

© Castanet