As the back-to-school season approaches and the leaves begin to change color, the flavors of food transition from the light dishes of summer to the comforting tastes of fall. Starbucks marked the unofficial start of the season by launching its Pumpkin Spice Lattes on September 5, a signal that resonates with many consumers. However, this year, pumpkin spice is facing some seasonal competition from maple.
While pumpkin spice remains the clear market leader, with an impressive array of products available—such as KIND’s new pumpkin spice bar, General Mills’ pumpkin spice Cheerios, Lindor’s pumpkin spice truffles, and even pumpkin spice wine from the California Fruit Wine Company—maple is beginning to make its mark as well. Although it hasn’t flooded the market to the same extent, it certainly has the potential to do so.
At the Natural Products Expo East in Baltimore last week, numerous startups showcased a variety of maple beverages, snacks, syrups, and confections, indicating its rising popularity. Maple water, sourced from the sap of maple trees, is currently experiencing a surge and could potentially triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, complementing the range of maple whiskeys from well-known brands like Crown Royal, Jim Beam, and Knob Creek.
In the realm of food, maple can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in cheese. Brands looking to expand into maple should emphasize its nutritional benefits, boasting 40 antioxidants and a low calorie count for a sweetener. Moreover, creating limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes enjoy such a devoted following is the limited window during which they can be enjoyed.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. As new interest in maple rises, it has the potential to uplift the popularity of other fall flavors. In this context, promotions like the Citracal Petites coupon could effectively attract consumers looking for seasonal indulgences while also supporting their nutritional needs. By leveraging these strategies, both pumpkin spice and maple can thrive together in the fall flavor landscape.