How limited drops and seasonal innovation are driving consumer excitement and turning private label into the food and beverage world’s test kitchen.
Private label is having a moment—and not just because of price. What’s powering its rise? Innovation that feels personal, fresh, and just a little exclusive. Seasonal flavors and limited-time offerings are proving to be one of private label’s most effective tools for building excitement and earning shelf space. These short-run SKUs offer the perfect playground for trend-forward ingredients, nostalgic throwbacks, and cultural flavor mashups—giving consumers something new to discover and retailers real-time insights on what resonates.
And there’s more to it than trend-chasing: our attraction to seasonal flavors is rooted in human psychology, physiology, and even evolutionary biology. As trend cycles shorten and consumer expectations shift toward novelty, personalization, and premium experiences, seasonal and limited-edition drops are helping private label brands lead—not lag—on innovation.
MARKET DYNAMICS
Seasonal Flavors Tap Into Memory and Emotion
Flavor and aroma are uniquely tied to the brain’s limbic system, where emotion and memory reside. This connection makes seasonal flavors powerful emotional triggers. A study published in the American Journal of Psychology found that olfactory cues — like the scent or taste of cinnamon or clove — evoke more vivid and emotional autobiographical memories than visual stimuli. So when consumers sip a cinnamon-spiced beverage in the fall, it’s not just about flavor—it’s about reconnecting with a moment in time. This is why nostalgia and seasonality go hand in hand.
According to research, up to 41% of North American consumers are likely to make an impulse buy when a food or beverage is labeled as a limited edition.
“Flavor memories are some of the most emotionally charged. When you align a beverage with seasonal cues, you're tapping into deep emotional territory.”
Herz & Schooler, 2002
Scarcity Sells (Because We're Wired That Way)
From an evolutionary standpoint, we’re drawn to what’s rare or fleeting. Limited-time offers tap into this psychological bias—our fear of missing out. A 2010 study published in the International Journal of Research in Marketing found that products labeled as “limited edition” were perceived as more valuable and higher in quality, especially when the product felt culturally or emotionally relevant (Gierl & Huettl, 2010). Combine scarcity with nostalgic or seasonal cues, and you’ve got a formula for emotional engagement and faster purchase decisions.
Kerry Group reports that 64% of consumers make unplanned purchases when LTOs are available. Circana adds that 91% are more likely to visit a store that offers LTOs or new items.
Our Bodies Crave Seasonal Alignment
Taste preferences don’t exist in a vacuum—they shift with the seasons. In colder months, we naturally lean toward warming spices and denser flavors that support digestion and comfort. In summer, we want refreshing, light, hydrating profiles. A study in Food Quality and Preference confirmed that beverages taste better to consumers when they align with the current season. Our biology is built to sync with our environment—and seasonal SKUs deliver that congruence.
Seasonal congruence enhances perceived flavor quality.
Gen Z Wants What's New (And Real)
Gen Z isn’t looking for just value—they want discovery. 63% of Gen Z shoppers say they buy private label to try something new. This group is highly attuned to novelty, purpose, and sensory experience. Seasonal and limited-time drinks meet all three, offering bursts of freshness that feel both exciting and authentic.
Private Label is the New Pioneer
Private label is no longer following national brands—it’s setting the pace. Store brand sales reached a record $271 billion in 2024, representing a 3.9% increase from the previous year. This growth outpaced national brands, which saw a 1% increase in dollar sales during the same period. According to Store Brands, retailers are prioritizing assortment refreshes and using seasonal products to test innovation and drive trial.
What to Watch For
SOURCES
Gierl, H., & Huettl, V. (2010). Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption. International Journal of Research in Marketing, 27(3), 225–235.
Clydesdale, F. M., et al. (2015). Seasonal congruence in beverage enjoyment. Food Quality and Preference, 45, 56–62.
Herz, R. S., & Schooler, J. W. (2002). A naturalistic study of autobiographical memories evoked by olfactory and visual cues: Testing the Proustian hypothesis. American Journal of Psychology
Consumer Interest in Seasonal & Limited-Edition Products
Source: Innova Market Insights
Impact of Limited-Time Offers (LTOs) on Purchase Behavior:
Source: Kerry Group
Emotional Connection and Impulse Purchases:
Source: Innova Market Insights
Private Label Growth and Consumer Perception:
Source: Innova Market Insights
Generational Preferences:
Source: IFT
