Pumpkin spice who? Fall is all about hot chocolate

Move over pumpkin spice. These new hot chocolate trends are making their way to the top beverage spot this holiday season. Photo credit: Depositphotos.

Over the years, pumpkin spice has held the top spot as the ultimate fall flavor. Devoted fans eagerly count down the late summer days, waiting for coffee shops to unveil their seasonal pumpkin spice creations. However, a new contender is brewing in the world of fall beverages.

Hot chocolate is steadily gaining popularity, captivating a growing audience and even chipping away at pumpkin spice's dominance. Gen Z is leading this shift, championing hot chocolate as a cozy, customizable treat perfect for the cooler months.

Hot chocolate takeover

According to the Holiday 2024 Shopper Study from Daymon, over 50% of holiday shoppers now choose hot chocolate as their favorite beverage, marking an 11% increase from last year. While pumpkin spice remains in the top 10, its popularity is fading. Hot chocolate, on the other hand, continues to rise, thanks to its versatile flavor profiles that can be easily customized to individual tastes.

Of course, hot chocolate or hot cocoa, depending on what you grew up calling it, is nothing new. This classic cold-weather beverage has been a snow-day staple for generations. However, Gen Z, with their growing spending power, is now pushing for fresh twists on classic favorites.

Creative variations on a classic

There's no question that social media platforms like Instagram and TikTok have played a large part in making every basic thing, just a little bit extra. In years past, a cup of hot chocolate was just that, but today hot chocolate bars are all the rage. Whether set up at parties or part of seasonal home decor, complete with toppings, mix-ins, crushed cookies, flavored syrups and sprinkles, an elaborate hot chocolate bar is a winter must have for many families.

From vegan to mushroom hot chocolate

Gen Z aren't kids anymore. They're increasingly concerned about skincare routines and healthier food choices. As trends lean toward health-conscious and plant-based options, beverages like hot chocolate have evolved. With oat milk and almond milk now mainstream ingredients, non-dairy hot chocolate appeals to those looking to make more plant-based choices.

Hot chocolate mixes have evolved to meet the growing demand for unique flavors. Dark chocolate blends, spicy chipotle infusions, sugar-free versions and even superfood blends like those with curcumin from turmeric have made their way to shelves. Another interesting hot chocolate variation that has gained popularity in the last year, is the use of adaptogenic mushrooms like lion's mane and reishi which some believe help increase focus and calm.

Hot chocolate ideas beyond the mug

The popularity of hot chocolate has even spilled over into the snack aisle. This cozy flavor isn't just for snow days anymore. These days, you'll find hot chocolate flavored popcorn, pretzels, cookies, candy and more. Brands have incorporated the flavor of hot chocolate into everything from protein bars and cereals to brownies and toaster pastries. And there are plenty of ways to incorporate hot chocolate into your homemade snacks, too. Here are a few popular ideas from around the internet.

Hot chocolate dip

A mix of cream cheese, whipped dessert topping, packaged hot chocolate mix and any additional mix-ins and flavors you like. Try adding peppermint or almond extract for an interesting twist. Garnish with sprinkles and mini marshmallows and serve with strawberries and graham crackers for a snack that will please the whole family.

Hot chocolate pancakes

Pancakes are the ultimate comfort breakfast food. But, did you know that you can easily elevate the flavor by adding a bit of hot chocolate mix to your pancake batter before cooking? And, if you're feeling the chocolate vibes, toss in some chocolate chips for a double dose of deliciousness. Hot chocolate pancakes make the perfect Christmas morning breakfast or surprise your family and serve them as breakfast for dinner.

Elevate your baking

Sometimes you just need to add that extra touch to your favorite baked goods. Hot chocolate mix is the perfect addition. Whether you toss some powdered mix into your cupcake or cake batter or whip it into your favorite frosting recipe, or store-bought container, hot cocoa can take baking day to the next level.

Movie night makeover

Hosting family movie nights is a great way to end the week on a high note, promote family bonding and connection and of course a great excuse to pop some popcorn and veg out on the couch for a few hours. Dress up some plain popcorn by drizzling it in melted chocolate and sprinkling on some hot chocolate powder mix. Once the popcorn has cooled, toss in mini marshmallows and any other add-ins you like, and enjoy.

Trends inspired by social media

As Gen Z continues to lead the way on social media, those of us not within that demographic can continue to be inspired by the new and innovative ways they are spinning the classics. A large part of the appeal is that while, yes, everything old is new again, customizing and elevating staples like everyday hot chocolate is the name of the social media game. People love showing off their creativity and hot chocolate lends itself to personal touches, which make for fun, shareable content.

Hot chocolate's undeniable popularity

Let's be realistic, the all-things-pumpkin-spice window is a very short one; typically after Thanksgiving, we all tend to move into our peppermint and chocolate era. Hot chocolate is a fall or winter beverage that extends well into the new year. Gen Z continues to elevate food trends online and that fact, coupled with their desire for healthier and more unique options, means that hot chocolate will likely remain a top contender as the flavor of the season.

As more brands are jumping on the hot chocolate trend and social media continues to drive it forward, we can expect that this classic winter beverage will keep evolving. Whether you're into vegan hot chocolate, invigorating mushroom hot chocolate or just a simple cup topped with marshmallows, you're covered. And, one thing is clear, it looks like millennials and their affection toward pumpkin spice need to make some room; Gen Z and hot chocolate are having their well-deserved moment in the spotlight.

Michele Brosius is the creator of Midlife Healthy Living where she expertly combines her love for cooking with budget-conscious nutrition strategies. Through her blog, she encourages women to embrace a healthier lifestyle with simple recipes and wellness tips.