Apple may not match pumpkin spice in scale yet, but triple-digit growth across social platforms suggests it’s becoming a bigger part of the fall flavor conversation, according to Spate.
With apple season beginning as early as August, consumers and brands across the northern hemisphere are preparing for nostalgic, cozy flavors shaping autumn.
While interest in pumpkin spice flavor continues to grow – fueled partly by Starbucks’ pumpkin spice latte (PSL, for short) that’s been viral since its launch in 2003 – apple pie is one flavor to watch as brands tap into the comforting flavor profile across snacks, beverages and spices.
Pumpkin spice remains a dominant seasonal flavor across Google, TikTok and Instagram searches, according to Spate data from June 2026. Yet, the flavor “is showing some fatigue in search even as specific products grow,” said Alyssa Williams Atkinson, food and beverage category insights manager at Spate.
“Pumpkin Spice” searches are down by 25.8% in coffee beverages and by 43.3% in snacks and sweets YoY, per Spate. However, PSL popularity remains high in popularity (137.2 million) and searches are up 47.8% YoY with growth driven primarily by social media (Instagram +269% YoY, TikTok +47.9% YoY) rather than Google search, which is down 9.5% YoY, according to Spate.
Apple-related searches are “smaller but accelerating” depending on format and platform than more established seasonal flavors, Williams Atkinson notes.
Searches for “apple” in protein bars is up 654% YoY compared to “pumpkin spice” in the same category at 3.6%.
Flavors of the future: global inspiration meets local innovation
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Apple pie may find a home in protein bars
RXBAR’s Nut Butter & Oat Apple Pie protein bar is an example of how the flavor is showing up in protein bars. The limited-edition bar, which is the brand’s first seasonal flavor in more than four years, contains 10 grams of protein per serving with cooked apple, cinnamon and pastry flavor notes.
“As apple emerges as one of the season’s fastest-growing flavor trends, RXBAR is giving consumers another nostalgic way to enjoy fall beyond pumpkin spice,” according to the brand.
RXBAR also reintroduced its seasonal Pumpkin Spice 12g Protein Bar in August. The flavor profile features cinnamon, pumpkin, cloves, dates and nuts.
Apple flavors across categories shows rising interest on socials
Consumer interest in “apple latte” is shifting from Google search to social platforms. While search volume for “apple latte” is down (15.5% YoY) across platforms, the overall decline stems from Google (-96.2%) according to Spate. TikTok (+605% YoY) and Instagram (+1,000% YoY) show significant growth, suggesting that consumers may be watching videos, engaging with influencer content or saving recipes rather than actively typing “apple latte recipe” on Google.
Philz Coffee taps into the apple flavor trend with its seasonal Apple Cinnamon and Pecan Pie cold brew launch, offering a “unique take beyond the usual pumpkin spice,” according to the company.
Craft soda maker Wild Bill’s brings its seasonal Apple Pie soda back for the fifth year in a row. The 12-ounce sodas feature notes of apple, cinnamon and caramel and are made with cane sugar and no artificial flavors, colors and caffeine.
Apple pie also presents itself across baked goods, snacks and seasonings – as well as recipes featuring various takes of the classic dessert. For example, Chef José Andrés shared his zucchini apple pie recipe on Substack where he suggests the summer vegetable’s versatility as a suitable pick when apple’s are out of season.
Quick service restaurant Nothing Bundt Cakes debuted its seasonal Apple Pie Cake this month, which features a spiced cake layered with sweet cinnamon apples and a brown sugar streusel on top.
Dried mango snack maker Chici Mama debuted its limited time Apple Pie a la Mode flavor “inspired by the ultimate warm-and-cold dessert combo,” according to the brand.
The dried mango pieces features baked apple, cinnamon, pie crust and vanilla ice cream notes. The brand’s other flavors like Cinnamon Churro or Strawberry Lemonade highlight the versatility of its core flavor: mango.
McCormick’s collaboration with New York City’s Prince St. Pizza launched its first dessert pizza Black Currant Big Apple Pie Pizza in August. The brands highlighted the trendy black currant flavor, describing it as “the ultimate ‘it girl’ of the berry world.” The dessert pizza features apple-pie flavors, a black currant drizzle Black Currant Finishing Sugar. While not included in the collaboration, the spice maker taps into the apple pie trend with its Apple Pie Spice and Apple Pie Finishing Sugar offerings.
