- One third of Canadians love pumpkin spiced food and beverages and are looking forward to consuming them as the fall season begins.
- A quarter of the population say they are not fans of the seasonal flavouring.
October 7, 2022:
As fall approaches and the weather gets colder, more pumpkin flavoured food and drinks begin to appear in stores and return to cafes across the country. With an abundance of pumpkin spiced food and beverage options this season, we wanted to ask Canadians if they are looking forward to eating/drinking all things pumpkin spiced (from lattes to baked good or even breakfast cereals) or if they’d rather pass.
Results of our survey show that a third of Canadians look forward to eating/drinking pumpkin spice foods and beverages, indicating “Yes! I love pumpkin spice.”
Four in ten Canadians indicate they are neutral about pumpkin spice, mentioning they “could take it or leave it,” while one quarter of Canadians indicate they are not a fan of the seasonal flavouring. Only five percent of Canadians replied they are unaware of what pumpkin spice is when asked during the survey.
Compared to those in other provinces, residents of Nova Scotia and Newfoundland are less likely to enjoy pumpkin spiced treats, as are Canadians that are homemakers, students or retired. Perhaps unsurprisingly, younger Canadians are more likely to look forward to pumpkin spiced foods and beverages compared to older Canadians. Popularity of pumpkin spiced foods is particularly prevalent among 18-24 year olds (Gen Z) and 25-34 year olds (Millennials).
Results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between September 6 to 9 2022 with 1,230 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.
The question asked was:
As we approach the fall season, are you looking forward to eating and drinking ‘pumpkin spice’ food and beverages (from lattes to baked goods or even breakfast cereal)?
- Yes! I love pumpkin spice
- Neutral – I could take it or leave it
- No way – I am not a fan of pumpkin spice
- What is pumpkin spice
For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493-3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
Follow us on Twitter at @EveryNarrative and @LogitGroup
