Love it or hate it, pumpkin spice is back. Although it’s theoretically a fall drink, the flavor has already been popping up in cookies, donuts, cereals, and—as of Sept. 1—Starbucks lattes. It’s much like “the Christmas creep, but orange,” the New York Times declared (paywall).
But now, after 14 years on the throne (and Starbucks eventually going to the lengths of putting some actual pumpkin in the drink), a new flavor is consolidating its power: maple.
Finally, the dominance of pumpkin spice is fading, MarketWatch reports, citing 1010data, an analytics company. Evan as the number of products including the flavor grow—there are 49% more products featuring pumpkin spice each year—sales can’t hold that pace. They tend to grow at a rate of only 21% each year.