Starbucks’ beloved pumpkin spice latte is back, but research shows the flavor that defined the early 2000s is on the decline, as consumer interest in the seasonal taste—and scented products overall—wanes.
Pumpkin spice, or PSL, launched into the American zeitgeist in 2003. Now, it’s the chain’s most popular seasonal drink—selling over 600 million since its introduction, CNN said last year—and unofficially marks the beginning of fall for coffee lovers.
