Caramel Apple Can't Dethrone Pumpkin Spice, Montclair Study Finds

MONTCLAIR, N.J. — A team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at Montclair State University conducted a study comparing 2026 social media conversations and search trends around pumpkin spice and caramel apple. While brands introduced numerous “apple focused” fall products, the analysis finds that pumpkin spice remains the dominant cultural flavor for fall that generates far more organic online conversation.

Highlights from the study include:

• Pumpkin spice generated more than 160,000 social media data points. Across July 26 through Sept. 23, Brandwatch captured more than 160,000 pumpkin-spice-related data points from 106,000 unique users.
• Caramel apple generated about 14,000 data points. Roughly 7,000 unique contributors discussed caramel apple during the same period, well below pumpkin spice conversation volume.
• Pumpkin spice produced 1,603.42% more X posts than caramel apple. A seven-day comparison at the start of fall 2026 shows a decisive gap in actual conversation between the established fall flavor and its challenger.
• Forty percent of caramel-apple conversation came from online news. The source mix indicates that caramel apple attracted substantial coverage, but comparatively little grassroots social discussion, while pumpkin spice conversation was led primarily by social media.
• Google Trends shows pumpkin spice continuing to dominate seasonal search interest. Across the five-year comparison, pumpkin spice produced large recurring fall peaks while caramel apple remained much lower, reinforcing pumpkin spice’s continuing seasonal position.

The study was conducted by a group of faculty including Dr. Jin-A Choi, Dr. Bond Benton and Dr. Yi Luo with background research assistance from undergraduate student Grace Velazquez. It continues the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication’s annual research on pumpkin spice, which uses social media analytics to examine seasonal conversations and cultural trends.

“Caramel apple enjoyed its moment in Fall 2026, but pumpkin-spice extends beyond a flavor or beverage. It is a season, aesthetic, meme and culture. It’s an irreplaceable American fall staple,” said Dr. Choi, who is the director of data analytics for the center and an associate professor of advertising.

“To truly challenge pumpkin spice, caramel apple needs to spark organic social conversations, which will be a challenge as pumpkin spice is understood as the flavor of fall,” said Dr. Luo, who is a professor of strategic communication.

“Mockery is part of pumpkin spice’s staying power,” added Dr. Benton, who is a professor of communication. “People can joke about PSL habits, prices and stereotypes because the seasonal convention is so widely understood. Caramel apple may have some consumer appeal, but it doesn’t have the same cultural identity.”

This study builds on the Center for Strategic Communication’s 2025, 2024, 2023 and 2022 reports on the same topic.