As children return to school and leaves begin to change color, the flavors of food transition from the light dishes of summer to the comforting tastes of fall. Starbucks officially launched its Pumpkin Spice Lattes on September 5, marking the unofficial beginning of fall for many consumers. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant force in the market, with an astonishing array of pumpkin spice products available. KIND has introduced a new pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and the California Fruit Wine Company has even produced a pumpkin spice wine. While maple has not saturated the market to the same extent, it certainly possesses the potential to do so. At the Natural Products Expo East in Baltimore last week, numerous startup companies showcased maple beverages, snacks, syrups, and confections.
The beverage sector has seen significant growth for maple products. Maple water, derived from the sap of maple trees, is gaining popularity and could potentially triple its market share by 2020. Vermont Spirits has introduced maple vodka, in addition to the wide variety of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek. In terms of food, the sweet ingredient can be found in RXBAR’s maple sea salt bars, various yogurts, including Maple Hill, and even cheese.
Brands venturing into the maple market should emphasize its overall nutritional value, boasting 40 antioxidants and a low-calorie count as a sweetener. Additionally, offering limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes have garnered such a devoted following is that they are only available for a few months each year. If marketed effectively, maple could also help maintain the relevance of pumpkin spice. As a rising tide lifts all boats, increased interest in maple could support the continued popularity of other fall flavors.
Incorporating products enriched with citrate calcium with vitamin D could also provide an added health benefit, making them more enticing to health-conscious consumers. By highlighting the nutritional aspects of these maple offerings, brands can attract a wider audience while ensuring that both maple and pumpkin spice thrive in the seasonal market.