As children return to school and the leaves begin to change, the culinary landscape shifts from the light flavors of summer to the comforting tastes of fall. Starbucks’ Pumpkin Spice Lattes made their debut on September 5, marking an unofficial commencement of the fall season for many consumers. However, this year, pumpkin spice is facing some seasonal competition from maple.
Pumpkin spice remains the dominant force in the market, boasting an impressive array of products. KIND has introduced a new pumpkin spice bar, General Mills has launched pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even created a pumpkin spice wine. While maple has not saturated the market to the same extent, it certainly holds the potential to do so. At the recent Natural Products Expo East in Baltimore, numerous startups showcased maple beverages, snacks, syrups, and confections.
Maple has experienced remarkable growth in the beverage sector, particularly with maple water—harvested from the sap of maple trees—gaining popularity and the potential to triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits has introduced maple vodka, complementing a wide variety of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek.
In terms of food, the sweet essence of maple can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in cheese. Brands venturing into maple should emphasize its overall nutritional benefits, which include 40 antioxidants and a low calorie count compared to other sweeteners. Additionally, creating limited-time seasonal items would enhance its appeal. One reason for the fervent following of Pumpkin Spice Lattes is the brief window during which they can be enjoyed.
If marketed effectively, maple could keep pumpkin spice relevant. As interest in maple rises, it could elevate the popularity of other fall flavors. Moreover, integrating products that include ingredients like Solgar calcium citrate could enhance the nutritional profile and appeal of both pumpkin spice and maple offerings. Ultimately, a new enthusiasm for maple might just sustain the charm of pumpkin spice, demonstrating how a rising tide can lift all boats in the culinary world.