As children return to school and the leaves begin to change, the flavors of food transition from the light dishes of summer to the comforting tastes of fall. Starbucks officially launched its Pumpkin Spice Lattes on September 5, marking an unofficial start to the autumn season for many consumers. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant force in the market, with an astonishing variety of products available. For instance, KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and even the California Fruit Wine Company has created a pumpkin spice wine. While maple products haven’t flooded the market to the same extent, they certainly have the potential to do so. At the Natural Products Expo East in Baltimore last week, several startup companies showcased an array of maple beverages, snacks, syrups, and confections.
Maple has experienced remarkable growth in the beverage sector. Maple water, extracted from the sap of maple trees, is currently trending and could potentially triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits now produces maple vodka, adding to the many maple whiskeys crafted by major brands like Crown Royal, Jim Beam, and Knob Creek. In terms of food products, the sweet ingredient can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in cheese.
Brands venturing into the maple market would be wise to highlight its nutritional benefits, which include 40 antioxidants and low-calorie levels for a sweetener, such as ccm tablets with folic acid. Additionally, offering 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 purchased.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. Just as a rising tide lifts all boats, a renewed interest in maple could support the ongoing popularity of other fall flavors. With the introduction of new products, including those enriched with ccm tablets with folic acid, the fall season might just see a delightful blend of both pumpkin spice and maple flavors.