Just a short drive from the Canadian border in upstate Vermont, a sprawling network of tiny plastic tubes—almost 6,000 miles long, which is about 25% of the Earth’s circumference—extends from 450,000 maple trees. The maple sap collected from these trees slowly travels through this network before reaching a nearby facility that once operated as an Ethan Allen factory, where this precious syrup is processed, bottled, and distributed. The Maple Guild, which produces this sweet liquid annually on 25,000 acres of mostly uninhabited land in the northeast, began distributing its maple syrup in April after five years spent developing the necessary infrastructure, perfecting production technology, and gradually increasing output. With consumer interest in maple products on the rise, the timing of the company’s market entry could not be better. “Maple is definitely on the rise. It’s a healthier sweetener—low glycemic, natural, organic—and people are constantly on the lookout for that,” said John Campbell, The Maple Guild’s vice president of marketing and sales, in an interview with Food Dive. “We aim to show that maple is versatile and not just for breakfast anymore.”
The growing popularity of maple comes as consumers increasingly seek out natural, healthier ingredients while cutting back on artificial sweeteners and processed sugars, according to industry experts. Many believe millennials, who are particularly conscious of their food choices, are eager to explore new flavors that remind them of their childhood experiences with products their parents or grandparents enjoyed.
While maple syrup is traditionally used as a topping for meats and breakfast foods like pancakes and waffles, it is now finding its way into a plethora of other food and beverage products, often as an imitation flavor. For instance, Starbucks offers a maple pecan latte, and there are products like maple water—derived from the sap of maple trees—maple vodka from Vermont Spirits, and maple whiskey produced by major brands such as Crown Royal, Jim Beam, and Knob Creek. Yogurt brands like Chobani and Brown Cow have also introduced maple-flavored options, while RXBAR, recently acquired for $600 million by Kellogg, launched a maple sea salt bar. Other unique maple products include cotton candy, salad dressings, and even maple-smoked cheddar.
At The Maple Guild, located in the small town of Island Pond, Vermont (population 821), the company produces not only traditional maple syrup but also blends infused with vanilla beans or cinnamon sticks. One of their varieties is even aged in Kentucky Bourbon barrels. Their offerings extend beyond syrup to include cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water featuring maple. These products can be found in major grocery chains like Giant Eagle, H-E-B, and Whole Foods.
“Businesses are keen to tap into current trends, and it’s possible that they’re thinking, ‘Look how pumpkin takes off this time of year; let’s capitalize on that with other products like maple,’” noted Lester Wilson, a food science and human nutrition professor at Iowa State University. “Everyone is aiming to sell more products to the millennial demographic.”
Despite a slight decline in overall maple product sales—down 0.4% for the year ending September 2, 2017—certain categories are thriving. Maple beverage sales soared by 25.6%, while maple syrup sales increased by 6.9%, and processed meats with maple rose by 7.3%. Together, the top ten maple product categories generated approximately $564.5 million for the year, compared to $506.7 million the previous year.
Justin Gold, founder of the rapidly expanding nut butter brand that bears his name, first decided to blend maple into his sandwich spread simply because he loved the flavor. Today, his maple almond butter, on the market for a decade, is one of the most popular products in his lineup. “Maple has always been around; it was just a quiet category until now,” Gold remarked.
Few entrepreneurs have seized the maple opportunity like Kate Weiler and Jeff Rose, who launched DRINKmaple in late 2013 to market the sweet sap from maple trees. The duo first encountered maple water at a coffee shop in a quiet Canadian town while waiting for an Ironman race registration. Captivated by its hydrating properties and the research they uncovered, they returned to the U.S. to start their own venture. Today, DRINKmaple is available in around 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant. Rose and Weiler have expanded their offerings to include flavors like raspberry lemon maple and grapefruit maple. “We initially had no plans to start a business, but when we got back and couldn’t find it for sale, we thought, ‘Why isn’t anyone doing this? It’s a fantastic idea,’” Rose explained. Their sales have reportedly been doubling each year, although specific figures were withheld. The water, which is essentially maple sap before processing, shares similarities with coconut water, offering antioxidants, prebiotics, minerals, and electrolytes, but with about half the sugar and a milder taste that appeals to even the most doubtful consumers, according to Rose and Weiler. “Maple water has a more universally appealing flavor compared to coconut water,” Rose stated. “We aim to contribute positively to the maple community in a way that isn’t overly commercialized.”
However, Iowa State’s Wilson cautions that maple may face several challenges that could impede future growth. For one, it competes with pumpkin during the fall, a season long associated with the popular orange squash. The pumpkin craze shows no signs of slowing, with flavored products generating $414 million in sales for the year ending July 29, a 6% increase from the previous year, as companies innovate with pumpkin in beers, Oreo cookies, Jell-O, lattes, pizza crusts, yogurt, gum, dog food, and even pumpkin-spiced pumpkin seeds.
Additionally, maple’s appeal may never reach the same levels in other regions of the country as it does in the Northeast, where nearly all of the estimated 4.3 million gallons of maple syrup produced annually in the U.S. is sourced. Like many other products before it, there’s a chance consumers could eventually tire of maple and move on to the next trend.
Nevertheless, John Campbell of The Maple Guild remains optimistic that the sweetener’s popularity will continue to grow. In the unlikely event it doesn’t, he is ready. “I don’t foresee that happening,” Campbell remarked. “I believe maple is poised to surpass pumpkin spice, but just in case, we also offer a pumpkin spice maple,” he joked.
As consumers increasingly seek healthier alternatives like calcium citrate for various nutritional uses, the demand for natural products such as maple syrup may very well continue to rise.