In Texas, pecans topple pumpkin spice as favorite fall flavor

Pumpkin spice fatigue sets in

Since Starbucks launched its pumpkin spice latte in 2003, it’s become a seasonal icon. The popular pumpkin spice flavor soon spread beyond coffee shops.

Today, supermarkets stock pumpkin spice cereals, creamers, protein powders and even dog treats. Each August, fans rush to sip the first PSL of the year, with demand peaking earlier and earlier.

In 2024, Americans ordered more than 59,000 pumpkin spice lattes per week during peak season. While pumpkin spice remains strong in colder regions such as Alaska and Montana, data from the same report shows other flavors creeping into the mix, with pecans leading the charge.

Pecans take the spotlight

Pecan menu items surged 28% year-over-year in 2025. This year, pecan lattes, pies and pastries rose sharply in popularity across Texas, where pecans are the official state tree and a culinary cornerstone. That surge was the highest year-over-year growth among fall flavors in 2024. By contrast, pumpkin spice orders held steady, showing loyalty but little growth.

The trend is now moving beyond the Lone Star State. National chains and independent cafes have introduced pecan-based drinks and desserts to meet demand.

A Texas tradition goes national

Pecans have long been tied to the Texas identity. Early settlers cultivated the trees, and by 1919, the pecan was designated the official state tree. Generations of Texans have baked pecan pies, pralines and candies for holiday gatherings.

Now, what was once a regional delicacy is entering the national conversation. As seasonal menus evolve, pecans are showing up in places once reserved for pumpkin, in pecan cinnamon roll recipes, creamers, snack bars, cocktails and even savory sauces.

Food historians say the rise of pecans taps into nostalgia for traditional Southern cooking. At the same time, pecans offer novelty for younger consumers seeking something beyond the expected pumpkin spice latte.

Paula Jones, a southerner and owner of the popular food blog Call Me PMC, says pecans have always been popular in her area and on her blog. “More popular than any other nut,” she says. “My pecan cobbler and pecan pie bread pudding were the first, and even though they have been duplicated many times, they remain two of my most popular recipes. I rarely use any other nut.”

Generational flavor shifts

Generational differences may add fuel to this transition. Surveys by Morning Consult in 2025 show 66% of Gen Z adults follow high-protein diets, compared with lower percentages among Gen X and boomers. For this younger group, pecans offer a plant-based protein source that feels indulgent but fits their health goals.

Companies like Austin-based PKN have noticed. In February 2025, PKN added PKN-Zero, a non-dairy, zero-sugar pecan-based milk alternative to its product lineup.

Millennials and Gen Z may also be more likely to discover new flavors on TikTok and Instagram, where pecan latte recipes and desserts like pecan maple cheesecake have gained traction. Meanwhile, boomers may continue to favor traditional pumpkin pies and breads tied to memories of holidays past.

Industry responds with pecan menu items

Food brands have been quick to capitalize on the growing interest in this little nut. The iconic Snickers candy bar introduced a Snickers Pecan version this summer.

Starbucks joined the pecan movement by adding the new Pecan Crunch Oatmilk Latte to its fall drink menu, a flavor chosen by surveying Starbucks baristas nationwide. Food sites publish recipes for everything from pecan pie bars to pecan muffins. And savory dishes are joining the trend as chefs use pecans in pestos, coatings and meat substitutes.

For restaurants, pecans offer a unique twist without alienating pumpkin spice loyalists. Seasonal menus now often feature both flavors, giving customers a choice.

Pecans pack nutritional power

Pecans aren’t just delicious. Even a modest serving offers valuable nutrients, including 3 grams of plant-based protein and 2.7 grams of dietary fiber per ounce, according to Texas Agriculture. Additional minerals and vitamins in pecans include beta carotene, manganese, vitamin E, copper and zinc. Packed with protein and healthy fats, pecans fit neatly into today’s consumer preferences.

Easy ways to add pecans to your meals

Toast pecans lightly in a skillet or oven to boost flavor, then sprinkle them over salads, oatmeal or roasted vegetables. Use crushed pecans as a coating for chicken or fish, or blend them into a pesto for a savory twist. For dessert, fold pecans into brownies, cookies or coffee cake for added crunch and warmth.

What’s next for fall flavors

No one knows whether pecans will dethrone pumpkin spice for good or share the spotlight. Pumpkin spice may be too deeply embedded in American culture to vanish completely, but pecans provide a fresh alternative that feels both authentic and new.

For now, consumers can expect to see pecan lattes on cafe counters alongside PSLs. In 2025, at least, Texas pecans have shown that even an icon like pumpkin spice can be toppled — or at least bumped — when tastes shift.