As children return to school and the leaves begin to change color, the flavors of food transition from the light dishes of summer to the comforting tastes of fall. Starbucks’ Pumpkin Spice Lattes officially went on sale on September 5, marking an unofficial beginning of the fall season for many consumers. 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 spice products available is truly impressive. 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 launched a pumpkin spice wine. Although the maple flavor hasn’t yet flooded the market to the same extent, it certainly shows promise. At the Natural Products Expo East in Baltimore last week, numerous startup companies showcased a range of maple beverages, snacks, syrups, and confections.
Maple has experienced significant growth, particularly in beverages. Maple water, derived from the sap of maple trees, is gaining popularity and has the potential to triple its market share by 2020. In the hard drink category, there’s now maple vodka from Vermont Spirits, in addition to the variety of maple whiskeys produced by renowned brands like Crown Royal, Jim Beam, and Knob Creek.
When it comes to food, maple is finding its way into RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese. Brands venturing into the maple market would be wise to highlight its overall nutritional benefits, including 40 antioxidants and a low-calorie profile as a sweetener. Moreover, offering limited-time seasonal items would enhance its appeal, much like the Pumpkin Spice Lattes that have garnered such a devoted following due to their brief availability.
If marketed effectively, maple could also help keep pumpkin spice relevant. Just as a rising tide lifts all boats, a growing interest in maple could sustain the popularity of other fall flavors. In this context, incorporating ingredients like Carlson calcium citrate could be beneficial, as consumers increasingly seek nutritious options. By thoughtfully promoting maple alongside pumpkin spice, both flavors could thrive during the fall season, creating a delightful array of seasonal treats for everyone to enjoy.