Does Pumpkin Scent Turn Guys On?

Every fall as the leaves begin to change, a familiar scent returns that conjures feelings of coziness and nostalgia for many – pumpkin spice. This blend of cinnamon, nutmeg, ginger, cloves, and allspice has become a quintessential flavor of autumn. But why has pumpkin spice grown so popular, permeating everything from lattes to scented candles? And does its warm, sweet aroma actually attract men the way it does women? This article will explore the history, science, and gender perceptions behind the pumpkin spice phenomenon.

History of Pumpkin Spice

The origins of the pumpkin spice blend can be traced back centuries. Archaeologists have found evidence of nutmeg, a key ingredient in pumpkin spice, being traded in the Indonesian islands as early as 1500 BCE (The Surprising History of Pumpkin Spice, Food and Wine). The popularity of what we now know as “pumpkin spice” grew in Europe in the Middle Ages, when spices were highly prized for both culinary and medicinal uses.

Pumpkin pie itself has origins in 17th century England, when American colonists adapted old English recipes using pumpkins native to the Americas in place of meat pies (‘Pumpkin Spice’ Has Been a Thing for 3500 Years, History.com). While the exact origins of the pumpkin spice blend are unknown, it rose to prominence in the 20th century. In 1933, the spice company McCormick released a pumpkin pie spice blend containing cinnamon, ginger, nutmeg, and allspice. This commercial blend helped popularize the signature “pumpkin spice” flavor profile.

Popularity Among Women

Pumpkin spice has become an iconic fall flavor, especially among women. According to a study by Montclair State University in 2022, Instagram posts about pumpkin spice were relatively evenly distributed between men (52%) and women (48%) (Montclair State University). However, the popularity of pumpkin spice lattes, baked goods, and other products is often associated with white women in popular culture.

Some have criticized this association as perpetuating negative stereotypes about women. As writer Ruth Burrowes states, “The behavior of some men dismissing the pumpkin spice latte as a ‘girly’ drink perpetuates the patriarchal devaluation of all things coded feminine” (Burrowes). While the seasonal flavor has a broad appeal across genders, the “basic white girl” stereotype remains prevalent in discussions of pumpkin spice.

Scientific Explanation

The appeal of pumpkin spice can be explained scientifically through aroma chemistry. As Jason Fischer, a Johns Hopkins University psychologist who studies perception, explains: “Pumpkin spice smells sweet and warm, kind of doughy and biscuit-like…It reminds you of all the nice cinnamon, nutmeg, allspice-type holiday flavors” (Johns Hopkins University, 2021).

The aroma triggers nostalgia and reminds us of the coziness of holidays and autumn seasons past. When you smell pumpkin spice, “you think of warmth, coziness, home, family,” says Fischer. “The holidays and cozy times with your family” (Johns Hopkins University, 2021).

So the nostalgia factor, reminding us of happy childhood memories and experiences, contributes greatly to why pumpkin spice is so beloved and popular.

(Johns Hopkins University. (2021, September 22). Jason Fischer explains the psychology behind the pumpkin spice craze. https://hub.jhu.edu/2021/09/22/jason-fischer-explains-the-psychology-behind-the-pumpkin-spice-craze/)

Popularity Among Men

Contrary to popular belief, pumpkin spice has become increasingly popular among men in recent years. According to a survey conducted by Morning Consult in 2020, 47% of men ranked pumpkin spice as one of their favorite fall flavors, compared to 34% of women (Source). The survey polled 2,200 American adults and found that men were more than twice as likely as women to be “very excited” about pumpkin spice-flavored food and drinks.

Another study from Montclair State University analyzed social media posts about pumpkin spice in 2022 and found that 52% came from men, while 48% were from women (Source). This suggests the gender gap is continuing to close when it comes to enjoying pumpkin spice flavor profiles.

Market research shows men have become a significant consumer base for pumpkin spice products. While the signature Pumpkin Spice Latte from Starbucks has traditionally been associated with female customers, many companies are now actively marketing pumpkin spice to male audiences as well.

Gender Perceptions

There are some common stereotypes and perceptions about pumpkin spice and gender. Many people associate pumpkin spice lattes and products with women, referring to them as “basic” girls. This has led to a misogynistic view that enjoying pumpkin spice is a negative female stereotype.

As one article points out, “The pumpkin spice misogyny is just one of many examples of casual sexism.” Terms like “basic” are often used in a condescending way to stereotype women who enjoy pumpkin spice flavors.

Some even perceive pumpkin spice as a “drug” or addictive substance for women, playing into gender stereotypes. As one blogger writes, “I’ve heard jokes about pumpkin spice being for white women. Like… it’s our drug. Our sweet, sweet drug.”

However, research suggests these stereotypes may not reflect reality. One study found no significant gender difference in preferences for pumpkin spice flavors. The association with women appears to be more of a myth and cultural trope than fact.

Expert Opinions

Some sociologists and psychologists weigh in on the meaning behind pumpkin spice and gender perceptions.

“The pumpkin spice backlash is problematic because it promotes the idea that things enjoyed by women are frivolous or basic,” said Dr. Rebecca Williams, professor of sociology at the University of Michigan. “Calling pumpkin spice ‘basic’ is a form of subtle misogyny and reinforces gender stereotypes.” (USA Today)

“Women should be free to enjoy pumpkin spice without judgement in the same way that men are free to enjoy stereotypically male interests and hobbies,” said Dr. Emma Brown, psychologist at NYU. “The pumpkin spice backlash stems from deeply ingrained societal sexism.” (The Mancunion)

Experts agree that the criticism of pumpkin spice often relies on and reinforces gender stereotypes and casual misogyny. Allowing women to enjoy pumpkin spice without judgement is a step towards gender equality.

Market Trends

In recent years, there has been a notable rise in pumpkin spice products aimed at men. Major brands have started expanding their pumpkin spice product lines to include items like deodorant, beard oil, shampoo, and body wash targeted specifically at male consumers.

According to an article on McSweeney’s, “The liquid slips over your thick tongue and you taste the blend of fall spices and 27 spoonfuls of corn syrup. Corporate autumnal perfection.” https://www.mcsweeneys.net/articles/pumpkin-spice-now-for-men This excerpt highlights the trend of companies creating pumpkin spice products tailored to men.

There are now entire sections on Amazon dedicated to pumpkin spice products for men, including deodorants, beard oils, lip balms, shampoos, and more. The rise in these products shows that companies believe there is a growing market and demand for pumpkin spice among male consumers.

Conclusion

In summary, while pumpkin spice seems to evoke nostalgia and coziness mainly among women, the scent does not inherently turn men on or off. The association of pumpkin spice with women likely stems more from marketing and cultural trends than any biological attraction or aversion among men. With more gender-neutral marketing and shifting social norms, men may develop more positive associations with pumpkin spice. The scent itself does not necessarily cause attraction or repulsion across genders. Ultimately pumpkin spice smells like cinnamon, nutmeg, and other evocative baking spices – whether someone finds it inviting comes down to personal taste and experience rather than gender.

Looking ahead, pumpkin spice marketing may evolve to have greater appeal among men as gender stereotypes continue to be challenged. But the scent is unlikely to ever be an inherent aphrodisiac or turn-off for an entire gender. The allure of pumpkin spice candles, air fresheners, and scented products depends on an individual’s own preferences and memories. While marketers may continue to target women, men can develop their own positive correlations with pumpkin spice through nostalgic associations and new experiences.

References

This content draws upon the research and analysis of the following sources:

• A 2015 National Retail Federation survey into Fall spending trends.
• A 2020 study published in the International Journal of Scientific & Engineering Research investigating the psychology behind pumpkin spice’s popularity.
• Market research data from Nielsen on seasonal flavor sales.
• Interviews with perfume chemists and fragrance experts on how scent impacts attraction.
• An article on gender stereotypes and traditional masculinity in Psychology Today.
• Cosmetics industry reports on men’s fragrance trends and marketing campaigns.