Google data shows changing search habits among Americans as new flavors compete with the traditional Pumpkin Spice Latte
For more than two decades, few things have signaled the arrival of fall in the United States quite like the Pumpkin Spice Latte.
But in 2026, the traditional PSL is facing some serious competition.
Recent Google Trends data shows matcha and chai gaining ground in searches among Americans, while pumpkin spice appears to be losing some of its longtime dominance.
During the last week of August, the Pumpkin Spice Latte led searches among those beverages in only three states. During the same period in 2025, it led in 32 states. In 2024, it led in 48.
Coffee shop menus are changing too
The shift is not happening only on Google.
MenuData figures show that the presence of matcha drinks on U.S. menus increased 6.5% compared with last year, while pumpkin beverages declined 6.9%.
Chai has also gained ground.
The trend reflects an explosion of choices at American coffee shops, where customers are experimenting with flavors that go far beyond traditional pumpkin spice.
Banana in your coffee?
There is an even more unexpected contender.
According to Google Trends, searches for “banana coffee syrup” have already surpassed searches for “pumpkin spice coffee syrup.”
Flavors such as hojicha, miso caramel, brown butter honey and smoked butterscotch are also beginning to appear on the radar of coffee shops and consumers.
Pumpkin spice is not disappearing. It remains a seasonal staple in coffee shops, grocery stores and fall-themed products across the country.
But after more than 20 years of dominating the American fall, it now has far more competition.
Source: The Washington Post, Google Trends and MenuData
