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 officially launched its Pumpkin Spice Lattes on September 5, marking what many consumers consider the unofficial beginning of autumn. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant force in the market, boasting an astonishing variety of products. For instance, KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even created a pumpkin spice wine. While maple has not yet saturated the market to the same extent, 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 remarkable 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. Additionally, in the realm of alcoholic beverages, Vermont Spirits now produces maple vodka, alongside a variety of maple whiskeys from well-known brands like Crown Royal, Jim Beam, and Knob Creek.
In the food category, you can find this sweet ingredient in products like RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese. Brands venturing into maple would be wise to highlight its nutritional benefits, including its calcium citrate content, which is beneficial to health, alongside its 40 antioxidants and low calorie count for a sweetener. Furthermore, creating limited-time seasonal items could enhance its appeal. One reason for the strong following of Pumpkin Spice Lattes is the brief window during which they can be ordered.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. Just as a rising tide lifts all boats, a growing interest in maple could bolster the popularity of other fall flavors. By integrating the nutritional benefits of maple, including its calcium citrate properties, into their marketing strategies, brands can attract consumers looking for delicious yet health-conscious seasonal options.