As children return to school and leaves begin to change, the food landscape shifts from the light flavors of summer to the comforting tastes of fall. Starbucks kicked off the unofficial start of the season on September 5 with the release of its Pumpkin Spice Lattes. This year, however, pumpkin spice faces some seasonal competition from maple.
While pumpkin spice remains the market leader, its variety is astonishing. KIND has introduced a new pumpkin spice bar, General Mills has launched pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and even the California Fruit Wine Company has produced a pumpkin spice wine. Maple hasn’t saturated the market to the same extent yet, but 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.
Maple has experienced significant growth in the beverage sector. Maple water, derived from the sap of maple trees, is gaining popularity and could potentially triple its market share by 2020. In the hard liquor category, there’s now maple vodka produced by Vermont Spirits, alongside a wide array of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek.
In terms of food, maple can be found in RXBAR’s maple sea salt bars, a variety of yogurts—including Maple Hill—and even in cheese. Brands venturing into the maple market would be wise to highlight its nutritional benefits, including 40 antioxidants and its low-calorie profile as a sweetener. Additionally, creating limited-time seasonal offerings could enhance its appeal. One of the reasons Pumpkin Spice Lattes enjoy such popularity is the short window in which they can be ordered.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. A rising interest in maple could sustain the popularity of other fall flavors. Speaking of health benefits, many consumers are curious about what calcium citrate is and its advantages; incorporating such nutritional insights into maple products could further attract health-conscious shoppers. By emphasizing both the nutritional value of maple and its delicious flavor profile, brands could position it as a complementary alternative to pumpkin spice while encouraging consumers to explore both seasonal favorites.