Pumpkin Pumps Up Holiday Sales

As fall approaches, pumpkin is filling the air. This season, pumpkin can be found in more than a spiced latte-everything from candles, skincare, oral care, ice cream, candy, pretzels and other edibles.

According to Nielsen data, the pumpkin flavor trend continues to grow and has become an integral part of our fall diets. Last year, 37 percent of U.S. consumers purchased a pumpkin-flavored product, which is translated into some big sales. Pumpkin products accounted for $361 million in sales in the last year alone, according to Nielsen, growing 79 percent since 2011.

Pumpkin pie filling still dominates the market, with $135 million of sales in the last year. However, several other products also contribute to the significant sales. As pumpkin bread, pies and baked goods are flying off shelves, pumpkin flavor is also making its way into all kinds of product.

The gourd is even making its way into skincare, home fragrance and even oral care. Pumpkin-flavored dog food, oral hygiene and gum products not only exist but are selling well. With sales of $12,878,380, $1,038,879 and $970,460, respectively, pumpkin-flavored goods show no sign of slowing down.

Even though pumpkin-flavored products are on the rise, fresh pumpkin is not benefiting from the same acceptance. Sales of fresh pumpkins have been declining, with unit sale losses in 2011, 2013 and 2014 accounting for 8.6 million fewer pumpkins sold. While 50 percent of U.S. consumers are actively trying to lose weight, they’re overlooking fresh pumpkin to satisfy their craving, instead opting for indulgent treats like baked goods, dips and sweets, where sales have steadily increased.

The continual uptick in demand for pumpkin-flavored products means classic and innovative pumpkin-flavored items will likely continue to occupy store shelves into the fall season and through Christmas, according to Nielsen.

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