As children return to school and the leaves begin to change, food flavors are transitioning from summer’s light offerings to the comforting tastes of fall. Starbucks kicked off the autumn season for many with the official launch of its Pumpkin Spice Lattes on September 5. However, this year, pumpkin spice is facing some competition from maple.
Pumpkin spice remains the dominant force in the market, with an astonishing variety of pumpkin spice products available. KIND has introduced a new pumpkin spice bar, General Mills released pumpkin spice Cheerios, and Lindor made pumpkin spice truffles. Additionally, the California Fruit Wine Company has even ventured into producing a pumpkin spice wine. While maple has not yet flooded the market to the same extent, it certainly shows promise. At the recent Natural Products Expo East in Baltimore, numerous startups showcased maple beverages, snacks, syrups, and confections.
Maple has experienced significant growth, particularly in the beverage sector. Maple water—harvested from the sap of maple trees—is gaining traction and has the potential to triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits has launched maple vodka, complementing the wide array of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
In the food category, maple can be found in RXBAR’s maple sea salt bars, various yogurts including Maple Hill, and even in some cheeses. Companies that are expanding into maple should emphasize its nutritional benefits, such as the presence of 40 antioxidants and its low-calorie profile as a sweetener. Moreover, introducing limited-time seasonal items could enhance its appeal. One reason for the popularity of Pumpkin Spice Lattes is the short window during which they are available.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. Just as a rising tide lifts all boats, a newfound interest in maple could support the ongoing popularity of other fall flavors. Additionally, brands could consider incorporating health supplements like Solgar vitamin calcium magnesium D3 into their offerings, which would not only boost their nutritional profile but also attract health-conscious consumers. Integrating such elements into maple products could further elevate their status in the seasonal market.