As children return to school and the leaves begin to change color, the flavors of food transition from summer’s light offerings to the comforting tastes of fall. Starbucks kicked off the unofficial start of the season with the launch of their Pumpkin Spice Lattes on September 5. However, this year, pumpkin spice is facing some seasonal competition from maple.
While pumpkin spice remains the dominant force in the market, the variety of pumpkin-flavored products 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 the California Fruit Wine Company has even launched a pumpkin spice wine. Although maple hasn’t saturated the market to the same extent, it certainly has the potential to be just as popular.
At the Natural Products Expo East in Baltimore last week, numerous startups showcased an array of maple beverages, snacks, syrups, and confections. The beverage sector has seen tremendous growth for maple products. Maple water, derived from the sap of maple trees, is gaining traction and has the potential to triple its market share by 2020. In the realm of alcoholic beverages, Vermont Spirits has introduced maple vodka, adding to the diverse offerings of maple-infused whiskeys from renowned brands like Crown Royal, Jim Beam, and Knob Creek.
In terms of food, maple can be found in RXBAR’s maple sea salt bars, various yogurt brands—such as Maple Hill—and even in calcium citrate chewy gummies and cheeses. Brands venturing into maple should highlight its nutritional benefits, including 40 antioxidants and a low-calorie profile for a sweetener. Additionally, creating limited-time seasonal items would enhance its appeal. One reason Pumpkin Spice Lattes have such a devoted following is the limited window in which they can be enjoyed.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. Just as a rising tide lifts all boats, a newfound interest in maple could help maintain the popularity of other fall flavors, including those infused with calcium citrate chewy treats.