As children return to school and the leaves begin to change color, food flavors are transitioning from the light dishes of summer to the cozy offerings of fall. Starbucks’ Pumpkin Spice Lattes officially hit the shelves on September 5, marking an unofficial beginning to the fall season for many consumers. This year, however, pumpkin spice is facing some seasonal competition from maple. Despite pumpkin spice being the dominant flavor in the market, the sheer variety of pumpkin spice products is astounding. 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 launched a pumpkin spice wine. While maple hasn’t saturated the market at the same level, it certainly has the potential to do so. At the Natural Products Expo East in Baltimore last week, several startup companies showcased a range of maple beverages, snacks, syrups, and confections.
Maple has experienced remarkable growth in the beverage category. Maple water—derived from the sap of maple trees—is gaining popularity and could potentially triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits has introduced a maple vodka, complementing the numerous maple whiskeys produced by well-known brands like Crown Royal, Jim Beam, and Knob Creek. When it comes to food, this sweet ingredient is featured in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill, and even cheese.
Brands venturing into maple should emphasize its nutritional benefits, highlighting that it contains 40 antioxidants and is low in calories as a sweetener. Additionally, creating limited-time seasonal products could enhance its appeal. One reason for the strong following of Pumpkin Spice Lattes is their limited availability each year. If marketed effectively, maple could also help maintain the relevance of pumpkin spice. Just as a rising tide lifts all boats, a growing interest in maple could support the enduring popularity of other fall flavors.
Moreover, incorporating elements like calcium citrate malate, vitamin D3, magnesium, and zinc tablets in maple products could further enhance their appeal, especially among health-conscious consumers. By emphasizing both flavor and nutritional benefits, the maple trend could become a strong contender alongside pumpkin spice, making fall flavors even more exciting.