Do Guys Like The Smell Of Pumpkin Spice?
Pumpkin spice has become an iconic flavor of autumn in American culture. While pumpkin pie and other pumpkin-based foods have been popular in the U.S. for centuries, the pumpkin spice trend surged in popularity in the early 2000s. This was largely driven by Starbucks’ introduction of the Pumpkin Spice Latte in 2003, which went on to become one of their most popular seasonal drinks. The signature blend of cinnamon, nutmeg, cloves, and other spices added to coffee, baked goods, and other products has come to define the flavors of fall for many consumers. Companies now produce a wide range of pumpkin spice products, from cereals and chips to alcohol and even pet food. The pumpkin spice craze speaks to how powerful scent and flavor associations can be, with the aroma creating nostalgia for the changing seasons and cozy seasonal rituals.
History of Pumpkin Spice
The popular “pumpkin spice” blend that many people associate with fall flavors and scents has a fascinating history. According to sources, the key ingredient in traditional pumpkin spice blends is nutmeg 1. Archaeological evidence reveals that nutmeg traces were found on pottery shards dating back 3,500 years ago in Indonesia, revealing that the origins of this spice have been around for a very long time.
In the United States, the first commercial pumpkin spice blend was introduced in the 1930s. McCormick’s pumpkin spice blend, originally launched in 1934, helped popularize the blend and make it a staple fall flavor 2. Today, typical pumpkin spice blends include cinnamon, nutmeg, ginger, cloves, and allspice. However, the origins of the core ingredient – nutmeg – can be traced back thousands of years to ancient times.
Popularity Among Women
Pumpkin spice products have long been marketed heavily towards women, leading to the perception that it is a “girly” flavor. According to a 2021 survey by Ipsos, 70% of women enjoy pumpkin spice lattes, compared to only 48% of men (Ipsos). The Montclair State University Pumpkin Spice Study also found that online searches for “pumpkin spice” have been dominated by females, with women searching for the term more than twice as often as men during August and September (Montclair State University 2022).
This gender imbalance is reflected in sales statistics as well. For example, over the past 5 years around 75% of Starbucks’ pumpkin spice latte sales have come from women (Montclair State University 2022). The seasonal launch of pumpkin spice products like lattes, baked goods, and candles has become an autumn tradition and cultural phenomenon among many women in the United States.
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Popularity Among Men
Despite the common perception that pumpkin spice is a predominantly “female” flavor, recent research shows that many men also enjoy the taste of pumpkin spice. According to a 2021 survey by Ipsos, 21% of American men said they would be open to trying a Pumpkin Spice Latte, even if they hadn’t already (Ipsos). While that’s lower than the 33% of women who expressed interest, it still represents a significant portion of the male population.
An analysis of Google search trends by Montclair State University also found that searches for pumpkin spice increased 25% among male users between 2011-2021 (Montclair). This indicates growing interest and consumption of pumpkin spice products among men over the past decade. Major brands like Starbucks have likely noticed this trend, as they continue expanding their pumpkin spice product lines each year.
While women still lead in pumpkin spice popularity, the gender gap appears to be narrowing. Marketers would be remiss to ignore male interest in this seasonal flavor. With more men trying pumpkin spice thanks to its increased availability, it may not be long before it achieves true gender-neutral status.
Gender Marketing
Pumpkin spice has historically been marketed primarily towards women. Brands have associated pumpkin spice with stereotypically feminine qualities like “coziness” and “comfort” to target female consumers.
According to a report from Montclair University, Starbucks helped spur pumpkin spice’s popularity among women with the launch of its Pumpkin Spice Latte in 2003 (source). The beverage was advertised as an “indulgence” women could treat themselves to, tapping into the cultural association of pumpkin spice with autumn.
Some have criticized the gendered marketing of pumpkin spice as perpetuating stereotypes. As Ruth Burrowes writes, “The Pumpkin Spice Latte has become shorthand for a type of woman and a condescending meme.” However, the gender split in interest for pumpkin spice products may be more equal than marketers assume (source).
Changing Attitudes
In recent years, there has been a shift in men’s attitudes toward pumpkin spice. While pumpkin spice products have traditionally been marketed toward women, more men are becoming open to partaking as well. According to an article on Vice, some men feel there is a stigma around liking pumpkin spice, but attitudes are starting to change (Vice, 2022).
As pumpkin spice products have become increasingly popular and ubiquitous, men feel more comfortable embracing them. Rich, a man interviewed in the Vice article, said “There is a stigma” around men drinking pumpkin spice lattes, but felt times are changing and men shouldn’t be ashamed to order what they like (Vice, 2022). The article featured several men candidly discussing their enjoyment of pumpkin spice drinks and foods.
On social media, more men are sharing their pumpkin spice appreciation through posts and memes. Videos on TikTok feature men trying pumpkin spice products or joking about breaking gender norms. While some still poke fun at men who like pumpkin spice, it has become more culturally acceptable. As gender stereotypes and marketing continue to evolve, men may feel even more liberated to express their pumpkin spice love openly.
Scientific Explanations
There are several theories that attempt to explain gender differences in scent preferences. Research has shown that women generally have a better sense of smell compared to men. One study found that women were able to identify odors at a lower concentration than men, indicating a higher sensitivity (Bontempi, 2021).
This superior sense of smell in women is thought to have evolutionary origins. Since women had the role of gathering food, a better sense of smell would help locate ripened fruit and detect spoiled foods that could be dangerous. Women’s olfactory advantage may also help detect pheromones and assess the reproductive status of potential mates (Sex Differences and Smell, 2021).
In terms of preferences, women appear to favor sweet smells while men prefer musky odors. Studies show that women rate the smell of pumpkin spice more positively compared to men. The sweeter scent of pumpkin spice aligns with feminine categorization of odors (Iseki, 2021). However, conditioning and marketing trends also influence gendered associations with scents over time.
Pumpkin Spice Products
Pumpkin spice has exploded beyond just lattes and is now found in a wide variety of products. Some of the most popular pumpkin spice products besides lattes include:
Pumpkin Spice Oreos – One of the most beloved pumpkin spice treats, these sandwich cookies feature the traditional Oreo flavor infused with pumpkin spice. They have become a seasonal staple since their introduction in 2017 (The 24 Best And Worst Pumpkin Spice Products).
Pumpkin Spice Cheerios – This breakfast cereal features the classic Cheerios flavor with added cinnamon, nutmeg, and clove. It’s a tasty fall twist on the OG Cheerios (The 26 Best Pumpkin Spice Products to Try in 2023).
Pumpkin Spice Twinkies – The iconic golden sponge cake gets reimagined with pumpkin spice flavor. It adds a seasonal flair to a classic treat (The Best Pumpkin Spice Products to Buy This Fall).
Pumpkin Spice Pop-Tarts – Frosted pumpkin spice Pop-Tarts deliver the crispy, toasty pastry flavors of Pop-Tarts infused with classic pumpkin pie spices. They are a breakfast favorite during the fall (The 24 Best And Worst Pumpkin Spice Products).
Recipes
Pumpkin spice has become very popular in recipes marketed towards men in recent years. As pumpkin spice products have expanded beyond lattes and baked goods, more savory dishes have incorporated the blend of cinnamon, ginger, cloves, and other spices as well.1 For example, pumpkin spice rubs and marinades are now commonly used on meats like chicken, beef, and pork. These rubs add warmth and complexity that many men find appealing. Similarly, roasted vegetables like carrots, Brussels sprouts, and cauliflower take on new life when tossed with olive oil, salt, and a dash of pumpkin spice.
Beverages have also adopted pumpkin spice for male audiences. Whiskeys, beers, and cold brew coffees with fall spice flavors allow men to participate in the pumpkin craze. Easy homemade pumpkin spice mix recipes cater to men who want to quickly add the blend to their preferred drinks or other recipes.2 With more savory, hearty dishes utilizing pumpkin spice, men can enjoy the comforting flavors of fall without the sugar overload of lattes and baked goods.
Conclusion
In summary, while pumpkin spice has traditionally been marketed more towards women, men can certainly enjoy it too. The scent appears to trigger positive memories and emotions in both genders. Its sweet, warm, comforting aroma reminds us of cozy fall days. Though some men still feel hesitant to order pumpkin spice products due to gender norms, attitudes are gradually shifting. Brands seem to recognize the demand, as we’re seeing more pumpkin spice products marketed in a gender-neutral way. At the end of the day, whether you’re a man or woman, if you like the taste and smell of pumpkin spice, you should feel free to embrace it. The bottom line is, don’t overthink it – just enjoy your PSL!
