McDonald’s joins the pumpkin spice war with its fall 2025 menu

Fall may not officially begin until next month, but the food industry is already racing to get ahead of the seasonal hype, with chains and manufacturers launching their fall 2025 menus and products. Unsurprisingly, pumpkin spice dominates the lineup.

Leading this season are Starbucks, Dunkin', and Krispy Kreme (DNUT) , all of which have already unveiled their fall offerings. Even major food brands like Hershey (HSY) and Nestlé have stocked grocery store shelves early with fall-themed treats and pumpkin spice snacks.

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Although a bit later than most of its rivals, McDonald's (MCD) has finally revealed its fall 2025 menu, which is loaded with pumpkin-flavored items, including its returning Pumpkin Spice Latte.

Pumpkin Spice Latte
Pumpkin Spice Iced Coffee
Pumpkin & Crème Pie: A split pie with pumpkin filling on one side and sweet crème on the other

The McDonald's Fall 2025 Pumpkin Spice menu will be available at all participating locations nationwide starting August 29. The seasonal items can be ordered in-store or online through the McDonald's website and app for a limited time.

McDonald's unveils the new Pumpkin Spice fall 2025 menu.

Image source: Ezra Acayan/Getty Images

The lucrative business of the pumpkin spice industry

Though it's simply a blend of other spices — typically cinnamon, nutmeg, ginger, cloves, and allspice — pumpkin spice has grown into a multi-billion-dollar phenomenon, creating one of the most lucrative seasonal markets worldwide.

According to Future Market Insights, the pumpkin spice products market is expected to reach $1.25 billion by the end of 2025 and soar to over $2.8 billion by 2035, with an annual growth rate of 8.5%.

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This impressive growth is primarily driven by food and beverage companies, which have capitalized on this seasonal favorite by launching new pumpkin spice innovations yearly. These efforts have expanded the market and generated consumer excitement, making pumpkin spice even more popular.

To no surprise, North America leads the global pumpkin spice products market, thanks to its strong consumer culture around seasonal trends. Despite evolving preferences, pumpkin spice has remained a beloved fall staple, particularly in the U.S., where demand is steady and growing.

Even as one of the world's largest fast-food chains, with over 38,000 locations in more than 100 countries, McDonald's isn't the leader in pumpkin spice.

Starbucks (SBUX) takes the lead with around 20% to 25% of the estimated market share, thanks to the massive popularity of its iconic Pumpkin Spice Latte, first introduced in 2003. The seasonal drink is often credited with starting the modern pumpkin spice craze and continues to be the top-selling fall beverage.

In second place is The Kraft Heinz Company (KHC) , with about 15% to 18% market share. Due to its diverse brand portfolio, the company has the advantage of developing a wider range of pumpkin spice products, like its Philadelphia Pumpkin Spice Cream Cheese and even Kraft Pumpkin Spice Mac & Cheese.

McDonald's introduced its Pumpkin Spice Latte in 2013 and has brought it back every fall since due to popular demand. Recently, it has expanded its seasonal lineup to better compete with its rivals and adapt to trends.

While McDonald's doesn't reveal its pumpkin spice-specific sales, the fast-food giant's seasonal strategy looks to be paying off. In the third quarter of fiscal 2024, when its fall menu typically launches, U.S. same-store sales increased 8.1% year over year.