As children return to school and the leaves begin to change, the flavors of food transition from the light dishes of summer to the comforting tastes of fall. On September 5, Starbucks officially launched their Pumpkin Spice Lattes, marking an unofficial kickoff to the fall season for many consumers. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant flavor in the market, with an astonishing variety of products available. KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has produced pumpkin spice truffles, and the California Fruit Wine Company even offers a pumpkin spice wine. While maple has not flooded the market to the same extent yet, it certainly shows promise. At the recent Natural Products Expo East in Baltimore, numerous startup companies showcased various maple beverages, snacks, syrups, and confections.
The beverage sector has seen remarkable growth for maple products. Maple water, derived from the sap of maple trees, is currently enjoying popularity and has the potential to triple its market share by 2020. In the realm of alcoholic beverages, Vermont Spirits has begun producing maple vodka, alongside a wide array of maple whiskeys from established brands like Crown Royal, Jim Beam, and Knob Creek.
In the food category, maple can be found in RXBAR’s maple sea salt bars, several yogurts—including Maple Hill—and even in cheese. Brands venturing into the maple market should emphasize its nutritional benefits, such as being rich in 40 antioxidants and low in calories for a sweetener. Additionally, creating limited-time seasonal offerings could enhance its appeal. One reason why Pumpkin Spice Lattes have garnered such a dedicated following is the limited window in which they can be enjoyed.
If marketed effectively, maple could also help pumpkin spice maintain its relevance. As new interest in maple rises, it could support the continued popularity of other fall flavors. Furthermore, incorporating ingredients like calcium citrate and vitamin D into maple products could enhance their health appeal, making them even more attractive to consumers. By emphasizing these benefits and the unique flavor of maple in conjunction with pumpkin spice, brands can create a compelling narrative that resonates with fall enthusiasts, ensuring that both flavors thrive in the seasonal market.