Washington Post Trend Investigation • Google Trends

Autumn Beverage Search Dominance Map: PSL vs. Matcha vs. Chai

Season Timeline:
Late August 2026
Pumpkin Spice 🎃
3 states
Retreating: Only 3 states lead in 2026
Matcha Latte 🍵
31 states
Leading: Coastal, Pacific & Urban hubs
Spiced Chai ☕
17 states
Surging: Mountain & Heartland autumn pick
PSL (#1 in searches) Matcha (#1) Chai (#1)
Click any state tile for search breakdown
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Washington Post Investigation Context

“Google Trends shows that interest in PSL might be overtaken by competitors such as matcha and chai. The autumn sipper led searches in only three states, a sharp drop from 32 states at this point in 2025 and 48 states in 2024.”
— The Washington Post, Food & Dining Trends Report

Since Starbucks launched the Pumpkin Spice Latte in 2003, it reigned as the undisputed cultural emblem of early autumn. However, continuous search data reveals a dramatic generational pivot: consumers increasingly view PSL as overly saccharine, gravitating toward earthier, functional, or less sweetened caffeine alternatives like Japanese stone-ground matcha and spiced masala chai.

Historical State Dominance Trajectory

2024
48 States (94%)
2
1
2025
32 States (63%)
12
7
2026
3
31 States (61%)
17 (33%)
PSL Peak Era (2024) Transition Phase (2025) New Landscape (2026)
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