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Starbucks’ pumpkin spice latte is a fall favorite. The limited-time flavor is so popular that Starbucks moved up the release date to increase sales. The company is closely watching to see if consumers jump on a longer PSL-season – or if excitement wanes.

The fall season flavor marketing campaign is not just for coffee. Cannabis is also joining the fall flavor marketing campaign.

Since the cannabis industry is so young, it is important to ask whether cannabis fall flavors are effective and if any data exists to support their launch.

Spice spice baby

Brightfield, a cannabis data firm, said that its data shows fascinating trends.

Jennifer Kregor, Brightfield’s Director of Product and Operation, said that in their social listening analyses they’ve seen a 290% increase year-over-year in conversations about cannabis, CBD, and cannabinoids, which mention spiced flavors. This indicates a robust interest from consumers that peaks during the fall of each year.

Kregor continued by saying that its distribution data gives a clear picture of how these seasonal patterns are reflected in the market.

She said that ginger-flavored products had a shelf share of 0.54% at its peak in November 2023. They then dropped slightly in the spring and are now climbing up again as we move into the colder seasons. “It’s clear evidence of the seasonal appeal that these flavors have. It’s similar to the cyclical popularity seen in products such as the infamous Starbucks Pumpkin Spice Latte.”

Limited-time Offers

The MariMed team explained that it took the global “fall season” trend, which is centered on products with pumpkin flavors, including large brands like Dunkin Donuts, Starbucks, and applied it to the cannabis industry. According to them, the numbers they cited were based on Supply Side’s Food & Beverage JournalBetween 2017-2022, the sales of pumpkin-spice-flavored products increased by 47 percent.

MariMed’s Senior Vice President of Marketing, Jay O’MalleyThe Boston Beer Co., which produces Samuel Adams Seasonals like Summer Ale and Octoberfest, is responsible for the creation of this product. MariMed noted that these brands became about 60% of the Samuel Adams Brand, driven by consumers who were looking for new flavors and wanting the next season’s offerings.

These two marketing data points led them to create Bubby’s Baked pumpkin bread Bites. This is the second year that the company has done limited-time offers for Betty’s Eddies. The strategy was piloted in 2023, and the company saw tremendous success with Beachtime Betty’s, Sweater Weather Betty’s, and Betty’s Bubbles in 2023.

Gron and other smaller companies, who lack the data base to make a deep analysis, experiment with limited-time offers in order to test market flavors. Gron will release a Halloween-themed product line, including Phantom Pearls, Mystery MEGAs and Mystery MEGAs as part of its recurring seasonal releases.

The limited-run Phantom Pearls have a white lychee-lemonade flavor and glow in the dark from the inside. These products will be sold in dispensaries located in Arizona, Missouri and Oregon, as well as New Jersey, New York, New Jersey and Ohio.

Insa Cannabis The company has always been a leader when it comes to seasonal flavors, but this year they have raised the bar. The company was founded in fall-crazy Massachusetts and is featuring a caramel apple gum and a chocolate bar with maple bacon.

Insa has also launched an Apples and Cinnamon vape in three versions: cartridge, vape pen and Dart pod. The Cannabist Co., Columbia Care dispensaries, in Pennsylvania, have also launched three new fall flavors, including cinnamon roll, apple fritter and pumpkin spice. Seed & Strain Vape cartridges of 1 gram.

This pattern suggests that, while the presence of the product on the shelves is more stable than the social buzz, it significantly outpaces that. It also points to a growing enthusiasm among consumers that may not have been fully exploited in the retail sector,” Kregor said.