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This autumn, flavour is about more than pumpkin spice. Here, Shannon O’Shields of Rubix Foods reveals how comforting, creamy and savoury trends are redefining seasonal tastes – and inspiring bold new product ideas.

Autumn/fall flavour preferences are shifting, with new data revealing what consumers really crave this season. Rubix Foods conducted a survey of 464 US consumers, which shows apple-led profiles now outpace pumpkin, savoury tastes are emerging as a key opportunity, and the biggest sensory drivers are 'comforting,' 'warm' and 'creamy'.

This fall, tastes are broadening: the season is no longer defined by a single flavour but a palette of textures, aromas and experiences.

Let’s start with the core of the season. When we asked consumers what types of flavours they crave most during fall, 'comforting' was the top response at 60%, followed by 'warm' (44%) and 'creamy' (42%). Notably, 'savoury' (31%), 'nutty' (30%) and 'earthy' (26%) ranked closely behind, with 'spicy' sitting at 25%. These aren’t mutually exclusive cravings; together they signal a desire for depth, mouthfeel and a counterbalance to sweetness, the kind of nuance that makes seasonal limited-time offerings memorable rather than one-note.

Apple’s ascendance vs pumpkin fatigue

Pumpkin isn’t going anywhere anytime soon, but consumers tell us they want more this season. Nearly half of respondents either say they’re 'completely over' pumpkin-flavoured items or 'will try some but are looking for something new' while just 17% express that they can’t get enough. This tells us that consumers want more choices beyond pumpkin, exploring the spectrum of fall flavours.

When it comes to flavours that consumers are most excited about, apple leads the way, with apple butter, apple cider and apple cinnamon as the top three flavours on the list. Apple’s strength is its range. For example, it can be bright and tart, warm and spiced, or rich and buttery, and it plays just as well in everything from beverages and breakfast as it does in dessert and snacks.

Our open-text questions echo the theme. When asked which autumn flavours are most underrated, respondents frequently volunteered 'apple' and 'cider' as unprompted answers, demonstrating a natural push to expand the fall portfolio.

Where consumers want fall flavours to show up

Consumers also shared where they wanted to see fall flavours, leading with appetisers (46%), desserts (43%), breakfast (39%) and coffee (37%). There was also strong interest in snacks (34%) and alcoholic beverages (31%). That mix matters. Consumers want to experience fall flavours throughout the day, embracing both sweet and savoury, hot and cold, and indulgent and functional applications.

Meanwhile, consumers are almost evenly split between sticking with classics and seeking new fall flavours, proof that success lies in balance. The tried-and-true favorites still matter, but innovation is essential to stay relevant and capture interest with on-trend seasonal offerings.

The savoury whitespace is real (and it’s flavourful)

One of the most significant opportunities in this year’s fall flavour trends is savoury-first development. Interest in savoury profiles like caramelised onion and brown butter appear alongside familiar dessert-leaning notes like brown sugar and cinnamon roll.

Further down the list – but still directionally important – are beer cheese, French onion and herb-forward cues like sage and rosemary. Far from niche, these are foundational flavours with broad food and beverage applications across everything from snacks and dips to sauces and entrées.

Layer these with the core sensory drivers – comforting, warm and creamy – and you have a roadmap for fall hits that don’t lean sweet. Texture (creamy, melty), temperature (warm) and aromatics (onion, herb) work together to deliver the nostalgic taste of fall without defaulting to sugar. The increasing demand for savoury flavour profiles in warm, comforting formats points to a sizable growth opportunity for the F&B industry.

Turning insights into action: The fall flavour playbook

1. Expand beyond pumpkin. While pumpkin still matters, it shouldn’t be the only fall flavour profile on the menu. Apple, especially apple butter, apple cider and apple cinnamon, sits at the top of consumer excitement and flexes easily across spreads, syrups, dips, snacks, breakfast foods and beverages. That versatility allows manufacturers to scale a family of products without adding supply chain complexity.

2. Give savoury its moment. Onion, beer cheese and herb-forward flavours are clear growth opportunities and naturally complement appetizers, dips, spreads and snacks. Caramelised onion delivers sweetness with depth, while beer cheese ties directly to shareable snacking occasions like football season. Savoury fall-inspired offerings will capture unmet demand and create differentiation in a crowded marketplace.

3. Lead with format, then add the flavour. Consumers are not just naming flavours, they are describing experiences. Comforting, warm, creamy and, for many, savoury and nutty are the cues that define this season. Start with these sensory drivers, then layer in flavours such as apple, onion or herbs to build the flavour narrative.

4. Design for all-day relevance. Develop seasonal formats that consumers can enjoy throughout the day. For example, RTD coffees and creamers in the morning, savoury dips or snack packs in the afternoon, beverages and shareable bites in the evening. Small, low-risk formats drive trial and repeat while giving buyers a reason to slot more than one seasonal SKU.

5. Balance classic and new. The consumer base splits almost evenly between loyalty to the classics and curiosity for something new. This means building portfolios with both: keeping a proven pumpkin staple to anchor the season, but pairing it with one or two new, apple- or savoury-led products. This 'both/and' strategy encourages trial, satisfies traditionalists and makes seasonal planning more resilient.

What success looks like this season

If recent years taught us anything, it’s that consumers reward portfolios that balance the familiar with the fresh. The data points to a clear playbook for manufacturers: pair sweet with savoury, classics with new, indulgence with culinary depth. Lead with comforting, warm and creamy textures. Move beyond pumpkin spice, offering a variety of seasonal flavours. Let onion, beer cheese and herbs provide the savoury depth consumers crave.

The result? Products that feel distinctly fall while aligning with today’s market.