One in five Americans enjoy drinking Pumpkin Spice Lattes

Midwesterners are most excited to decorate their houses for Halloween

The author(s)

  • Annaleise Azevedo Lohr Director, US, Public Affairs
  • Chris Jackson Senior Vice President, US, Public Affairs
  • Talia Wiseman Senior Research Analyst
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Washington, DC, September 15, 2021 -  A recent Ipsos poll finds that only one in five Americans enjoy drinking pumpkin spice lattes at least occasionally throughout the fall, while just under half refuse to try one. The fall activity Americans are most likely to participate in is decorating their house for Halloween while going to a haunted house or corn maze is the least likely. Overall Midwesterners are the most excited to participate in fall activities and are also the most likely to enjoy fall foods such as pumpkin pies, or pumpkin spice lattes. The poll also finds that people’s exercise habits have not changed since early in the pandemic and that just over half of all Americans took or planned to take a vacation this summer.


Detailed Findings

1. One in five Americans enjoy drinking Pumpkin Spice Lattes at least occasionally throughout the fall, while just under half refuse to try one.

  • Three percent of all Americans regularly drink Pumpkin Spice lattes when available. Twenty-one percent would be open to trying one, but just under half (46%) have never had one and say they do not want to. Northeasterners are most likely to refuse to try the drink (53%). Other pumpkin foods are more popular treats, particularly pumpkin pie (62%) and pumpkin bread (49%). One in five Americans (22%) say they don't enjoy any pumpkin foods.
  • Midwesterners are the least likely to not like any pumpkin foods at all (14%), and roughly two in five Midwesterners enjoy eating most sweet pumpkin treats. On the other hand, Southerners and Northeasterners are the most likely to not enjoy pumpkin foods (25% and 29%, respectively).

2. The fall activity Americans are most likely to participate in is decorating their house for Halloween (42%). On the other hand, they are least likely to go to a haunted house/haunted trail or corn maze (11% for both).

  • Other fall activities that are less popular include going apple picking or camping (12% for both).
  • Similar to pumpkin food preferences, the participation in fall activities also has some regional differences. Midwesterners are the most likely to decorate their houses (50%), followed by Westerners (43%). Southerners and Northeasterners are less likely to partake in this activity (38% and 39%, respectively). Overall, Midwesterners are the most likely to participate in the most common fall activities such as going on a fall hike (36%) or carving pumpkins (34%).

3. Exercise habits have not changed significantly since early in the pandemic.

  • One in five Americans says they take long walks or hikes at least once per week (21%), relatively unchanged from April 2020 (25%).
  • Following taking a walk or hike, about one in ten Americans now say they run, swim, ride a bike, or lift weights at least once per week (13% for both). As with taking walks or hikes, these other exercise habits have also not changed significantly from early in the pandemic (17% and 16%, respectively in April 2020).

4. Just over half of all Americans took or planned to take a vacation this summer.

  • Forty-three percent of Americans ended up taking their vacations, while 11% had planned one but had to cancel it. Millennials are the most likely to have taken a vacation (51%) and Baby Boomers are the least likely to have taken one (36%).
  • The most popular vacation plans included travelling to another state (54%), going to the beach, and taking a road trip (32% each). Only one in ten Americans say they travelled or planned to travel out of the country this summer (9%).

About the Study

This Ipsos poll was conducted September 10 – 13, 2021, by Ipsos using the probability-based KnowledgePanel®. This poll is based on a nationally representative probability sample of 1,018 general population adults age 18 or older. The sample includes 182 Northeasterners, 223 Midwesterners, 360 Southerners, 253 Westerners, 95 Gen Zers, 214 Millennials, 270 Gen Xers, and 439 Baby Boomers. Generation Z includes ages 18-25, Millennials include ages 26-39, Generation X includes ages 40-55, and Baby Boomers include ages older than 55.

The margin of sampling error is plus or minus 3.4 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error takes into account the design effect, which was 1.19. The margin of sampling error is higher and varies for results based on other sub-samples. In our reporting of the findings, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total substantially more than 100%, depending on the number of different responses offered by each respondent.

The survey was conducted using KnowledgePanel, the largest and most well-established online probability-based panel that is representative of the adult US population. Our recruitment process employs a scientifically developed addressed-based sampling methodology using the latest Delivery Sequence File of the USPS – a database with full coverage of all delivery points in the US. Households invited to join the panel are randomly selected from all available households in the U.S. Persons in the sampled households are invited to join and participate in the panel. Those selected who do not already have internet access are provided a tablet and internet connection at no cost to the panel member. Those who join the panel and who are selected to participate in a survey are sent a unique password-protected log-in used to complete surveys online. As a result of our recruitment and sampling methodologies, samples from KnowledgePanel cover all households regardless of their phone or internet status and findings can be reported with a margin of sampling error and projected to the general population.

The data were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, household income, race/ethnicity by gender, race/ethnicity by age, and race/ethnicity by education. The demographic benchmarks came from the 2019 American Community Survey (ACS) except for the metropolitan status, which is not available from the 1-year ACS data, were obtained from the 2020 March Supplement of the Current Population Survey (CPS).

  • Gender (Male, Female) by Age (18–25, 26–39, 40-54 and 55+)
  • Race/Hispanic Ethnicity (White Non-Hispanic, Black Non-Hispanic, Latinx, Asian, Other)
  • Education (Less than High School, High School, Some College, Bachelor or higher)
  • Census Region (Northeast, Midwest, South, West) by Metropolitan status (Metro, non-Metro)
  • Household Income (Under $25,000, $25,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000-$149,999, $150,000+)
  • Race/ethnicity (White/Other Non-Hispanic, Black Non-Hispanic, Latinx, Asian) by Gender (Male, Female)
  • Race/ethnicity (White/Other Non-Hispanic, Black Non-Hispanic, Latinx, Asian) by Age (18-44, 45+)
  • Race/ethnicity (White/Other Non-Hispanic, Black Non-Hispanic, Latinx, Asian) by Education (Some College or less, Bachelor and beyond)

Chris Jackson
Senior Vice President, U.S., Public Affairs
Ipsos
+1 202 420-2025
[email protected]

Kate Silverstein
Media Relations Specialist, U.S., Public Affairs
Ipsos
+1 718 755-8829
[email protected]

About Ipsos 

Ipsos is the world’s third largest Insights and Analytics company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com

 

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The author(s)

  • Annaleise Azevedo Lohr Director, US, Public Affairs
  • Chris Jackson Senior Vice President, US, Public Affairs
  • Talia Wiseman Senior Research Analyst

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