As children return to school and the leaves begin to change, the flavors of food are transitioning from the light dishes of summer to the comforting tastes of fall. Starbucks’ Pumpkin Spice Lattes officially launched on September 5, marking an unofficial start to autumn for many consumers. However, this year, pumpkin spice is facing seasonal competition from maple.
While pumpkin spice remains the clear market leader, the variety available is truly impressive. KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and even the California Fruit Wine Company has crafted a pumpkin spice wine. Although maple hasn’t flooded the market to the same extent, it certainly has 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 significant growth in beverages. Maple water, derived from the sap of maple trees, is becoming increasingly popular and could potentially triple its market share by 2020. In this category, Vermont Spirits has launched maple vodka, complementing the wide range of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
When it comes to food, 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 a low-calorie count as a sweetener. Additionally, introducing limited-time seasonal items could enhance their appeal. One reason for the loyal following of Pumpkin Spice Lattes is the limited window during which they can be ordered.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. Just as a rising tide lifts all boats, a new interest in maple could help sustain the popularity of other fall flavors, including those fortified with calcium carbonate and calcium citrate. As consumers seek out seasonal delights, the interplay between these two flavors could create a dynamic autumn marketplace.