Google Trends Intelligence Report Autumn 2024 – 2026 Shift

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

Track the rapid disruption of America's signature fall beverage. Explore state-by-state search leadership from Pumpkin Spice Latte's peak to the rapid ascent of spiced chai and iced matcha.

“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 report found.” — The Washington Post
2024 Fall Benchmark
48 states
Pumpkin Spice Latte peak dominance
2025 Midpoint
32 states
Matcha (9) & Chai (10) begin takeover
2026 Current State
3 states
Historic collapse; Chai (26) & Matcha (22) lead
Active Filter Dominance
3 states
Pumpkin Spice Latte in 2026
PSL (3)
Chai (26)
Matcha (22)
State Intelligence

Oregon OR

Search Volume Index (2026)
Historical Trajectory
Year Leader Share
Regional Climate: Pacific Northwest (Early Autumn Chill)

Cafe Autumn Menu Mix Simulator

Evaluate how pivoting your seasonal drink inventory aligns with current regional consumer search habits.

Pumpkin Spice Latte Prep: 15%
Spiced Chai Inventory: 50%
Ceremonial Matcha Stock: 35%
Menu Total Validation: 100% (Balanced)
Regional Alignment Index: 94.2% Match (High)
Estimated Unsold PSL Risk: Minimal (under 8%)

Regional Macro Breakdown (2026)

Dominance patterns reflect distinct climate and demographic beverage preferences across US geographic zones.

West Coast & Sun Belt (Matcha Dominant):
California, Arizona, Florida, and Nevada favor iced ceremonial matcha, outpacing hot spices even in late September.
Midwest, Northeast & Rockies (Chai Dominant):
Spiced dirty chai has swept traditional PSL strongholds across 26 states including New York, Ohio, and Oregon.
Remaining PSL Holdouts (3 States):
Only Utah, Idaho, and North Dakota maintained Pumpkin Spice Latte as the #1 search query in late 2026.
Export Data & Scenario State
Download state search distributions or reload default telemetry
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