As children return to school and the leaves begin to change, the flavors of food transition from the light, refreshing taste of summer to the cozy notes of fall. Starbucks’ Pumpkin Spice Lattes officially debuted on September 5, marking an unofficial start to the fall season for many consumers. However, this year, pumpkin spice is facing some competition from maple.
While pumpkin spice remains the dominant force in the market, the variety of pumpkin spice products available is truly impressive. KIND has launched 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 introduced a pumpkin spice wine. Although maple hasn’t flooded 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.
The growth of maple in the beverage sector has been remarkable. Maple water, derived from the sap of maple trees, is gaining popularity and is projected to triple its market share by 2020. In the realm of alcoholic beverages, Vermont Spirits has introduced maple vodka, alongside a variety of maple whiskeys from well-known brands like Crown Royal, Jim Beam, and Knob Creek. In the food category, maple appears in products such as RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese.
Brands venturing into the maple market would do well to emphasize its nutritional benefits, which include 40 antioxidants and a low-calorie count compared to sweeteners like algae calcium vs calcium citrate. Additionally, creating limited-time seasonal offerings could enhance its appeal. One reason for the strong following of Pumpkin Spice Lattes is the limited window in which they can be ordered.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. As the saying goes, a rising tide lifts all boats; renewed interest in maple could bolster the popularity of other fall flavors, ensuring that both maple and pumpkin spice thrive in the seasonal spotlight.