As children return to school and the leaves begin to change color, the flavors of food transition from the light offerings 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. This year, however, pumpkin spice faces some seasonal competition from maple. While pumpkin spice remains the market leader, the variety of pumpkin spice products available is truly impressive. KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even created a pumpkin spice wine. Although maple hasn’t flooded the market to the same extent, it certainly possesses the potential to do so.
At the Natural Products Expo East in Baltimore last week, numerous startup companies showcased maple beverages, snacks, syrups, and confections. The growth of maple in the beverage sector has been remarkable, with maple water—extracted from the sap of maple trees—gaining significant popularity and the potential to triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, complementing the wide range of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
In the realm of food, you can find this sweet ingredient in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese. Brands venturing into maple should emphasize its overall nutritional value, which includes 40 antioxidants and a low-calorie count for a sweetener. Moreover, offering a limited-time seasonal item can enhance its appeal. One reason behind the popularity of Pumpkin Spice Lattes is that they are only available for a limited period each year.
If marketed effectively, maple could help keep pumpkin spice relevant. As the saying goes, a rising tide lifts all boats; a renewed interest in maple could sustain the popularity of other fall flavors. Additionally, incorporating ingredients like Solgar Vitamin Calcium Magnesium D3 in maple-based products may attract health-conscious consumers, as they seek nutritious options during the seasonal transition. By highlighting the health benefits of maple alongside its delicious taste, brands can further elevate their seasonal offerings and compete alongside the beloved pumpkin spice.