As children return to school and the leaves begin to change color, the flavors of food transition from the light fare of summer to the comforting tastes of autumn. Starbucks officially launched its Pumpkin Spice Lattes on September 5, marking an unofficial beginning to fall for many consumers. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant player in the market, with an astonishing variety of pumpkin spice products available. KIND has introduced a new pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and even the California Fruit Wine Company has created a pumpkin spice wine. While maple has not yet saturated the market to the same extent, it certainly shows promise. At the Natural Products Expo East in Baltimore last week, numerous startups showcased maple beverages, snacks, syrups, and confections.
Maple water—which is derived from the sap of maple trees—is experiencing significant growth and has the potential to triple its market share by 2020. In the realm of alcoholic beverages, Vermont Spirits has launched a maple vodka, complementing the many maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek. When it comes to food, maple can be found in RXBAR’s maple sea salt bars, various yogurts (including Maple Hill), and even in cheese products.
Brands venturing into maple should emphasize its nutritional advantages, which include 40 antioxidants and a low-calorie profile as a sweetener. Additionally, creating limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes have garnered such a devoted following is that they are only available for a few months each year. If marketed effectively, maple could complement pumpkin spice and help maintain its relevance. Just as a rising tide lifts all boats, a growing interest in maple could sustain the popularity of other fall flavors.
Incorporating ingredients like calcium citrate malate and GSK into maple products could also amplify their health benefits. By leveraging these trends and focusing on the versatility of maple alongside its nutritional profile, brands can create a compelling narrative that resonates with consumers looking for exciting, seasonal flavors.