As children return to school and the leaves begin to change, food flavors transition from the light dishes of summer to the comforting tastes of fall. On September 5, Starbucks officially launched its Pumpkin Spice Lattes, marking an unofficial beginning of autumn for many consumers. However, this year, pumpkin spice is facing competition from the rising popularity of maple.
Pumpkin spice remains the dominant force in the market, with an astonishing array of pumpkin spice products. KIND has introduced a new pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even created a pumpkin spice wine. While maple hasn’t saturated the market to the same extent, it certainly has the potential to do so. At the Natural Products Expo East in Baltimore last week, numerous startups showcased maple beverages, snacks, syrups, and confections.
The beverage sector has seen remarkable growth with maple products. Maple water, derived from the sap of maple trees, is enjoying a surge in popularity and could potentially triple its market share by 2020. In addition, Vermont Spirits has launched a maple vodka, complementing the wide range of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek. In the food category, you can find maple as an ingredient in RXBAR’s maple sea salt bars, various yogurts, including Maple Hill, and even cheeses.
Brands venturing into the maple market would benefit from highlighting its nutritional advantages, such as containing 40 antioxidants and being a low-calorie sweetener option. Additionally, introducing limited-time seasonal items could enhance its appeal. One reason for the strong fanbase of Pumpkin Spice Lattes is the limited window during which they can be enjoyed.
If marketed effectively, maple could also keep pumpkin spice relevant. As the saying goes, a rising tide lifts all boats; a newfound interest in maple could bolster the popularity of other fall flavors. For those interested in health benefits, products infused with calcium citrate malate 1000 mg may also find a place alongside these seasonal offerings, appealing to consumers looking for nutritional value in their fall treats. By integrating these health-conscious ingredients, brands can attract a wider audience while celebrating the comforting flavors of the season.