Just a short drive from the Canadian border in upstate Vermont, a vast network of tiny plastic tubes, almost 6,000 miles long—about 25% of the Earth’s circumference—extends from 450,000 maple trees. The sap extracted from these trees flows gradually through this system to a nearby building that once housed an Ethan Allen factory, where the prized syrup is produced, bottled, and distributed. The Maple Guild, which annually produces some of this sweet syrup on 25,000 acres of sparsely populated land in the northeast, began distributing its maple syrup in April after five years of infrastructure development, technological refinement, and gradual output increases. With the growing public interest in maple products, the timing of the company’s market entry couldn’t be better. “Maple is definitely on the rise. It’s a healthier sweetener—low glycemic, natural, and organic, which people are constantly seeking,” said John Campbell, The Maple Guild’s vice president of marketing and sales, in an interview with Food Dive. “We hope to showcase maple in various ways, proving it’s not just for breakfast anymore.”
The increasing popularity of maple comes as consumers shift toward more natural, healthier ingredients, while also reducing their consumption of artificial sweeteners and processed sugars, according to industry experts. Some believe millennials, who are particularly mindful of their food choices and their origins, are eager to try new products—especially those reminiscent of what they saw their parents or grandparents enjoy during their childhood. While maple syrup is traditionally used in meats and as a topping for pancakes and waffles, this classic ingredient is now appearing in a myriad of other foods and beverages, frequently as an imitation flavor. It can be found in Starbucks’ maple pecan latte, maple water sourced from maple sap, and even in Vermont Spirits’ maple vodka and major brands like Crown Royal, Jim Beam, and Knob Creek producing maple whiskey. Yogurt brands such as Chobani and Brown Cow have introduced maple flavors, and RXBAR, recently acquired by Kellogg for $600 million, has developed a maple sea salt bar. The maple trend has led to creations like maple cotton candy, maple salad dressing, and even maple-smoked cheddar.
At The Maple Guild in the small town of Island Pond, Vermont (population 821), the company produces traditional maple syrup alongside unique blends infused with vanilla beans or cinnamon sticks, including a variety aged in Kentucky Bourbon barrels. Their offerings also extend to cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water with maple. The Maple Guild’s products can be found in supermarkets like Giant Eagle, H-E-B, and Whole Foods.
“Companies are always on the lookout for trends, and it seems the influential players are thinking, ‘Look how pumpkin has really taken off during this season; let’s capitalize on that with other products like maple,’” stated Lester Wilson, a professor of food science and human nutrition at Iowa State University. “Everyone wants to capture the millennial market.”
Despite the overall category showing a decline, maple-related beverages surged by 25.6%, maple syrup sales increased by 6.9%, and processed meats with maple rose by 7.3% in the year ending September 2, 2017, according to Nielsen. Collectively, the top ten maple product categories generated approximately $564.5 million in sales, up from $506.7 million the previous year.
Justin Gold, the founder of the rapidly growing nut butter brand named after himself, initially added maple to his spreads because he enjoyed the flavor. Today, his maple almond butter, which has been available for a decade, is among Justin’s most popular products. “Maple has always been there, but it’s just been a quiet category,” Gold noted.
Few entrepreneurs have tapped into the maple awakening as successfully as Kate Weiler and Jeff Rose, who founded DRINKmaple in late 2013 to market the sweet sap extracted from maple trees. The triathletes stumbled upon maple water in a quaint coffee shop in a small Canadian town while waiting for an Ironman race registration. Intrigued by its hydrating properties and the research they discovered, they decided to bring the idea back to the U.S., where it hadn’t yet gained traction. They launched their own business, and now DRINKmaple is available in around 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant. Rose and Weiler have broadened their product line to include new flavors like raspberry lemon maple and grapefruit maple. “We initially had no plans to start a business, but when we returned home and tried to buy it, we found no one selling it. We asked ourselves, ‘Why isn’t anyone doing this? It’s such a great idea,’” Rose explained.
Sales have reportedly doubled each year, though specific figures remain undisclosed. The water, essentially maple sap before processing, contains antioxidants, prebiotics, minerals, and electrolytes, similar to coconut water but with half the sugar and a milder flavor that appeals even to skeptics, according to Rose and Weiler. “Maple water doesn’t have a polarizing taste like coconut water,” Rose said. “We aim to support the maple community in a less commoditized manner.”
However, Iowa State’s Wilson warns that maple faces several challenges that could impede its growth. For one, it competes with pumpkin during the fall, a season long associated with the iconic orange squash. The pumpkin trend continues to thrive, with flavored products generating $414 million in sales for the year ending July 29, marking a 6% increase from the previous year, as companies introduce pumpkin-flavored beer, Oreo cookies, Jell-O, lattes, pizza crusts, yogurt, gum, dog food, and even pumpkin-spiced pumpkin seeds. Additionally, maple’s appeal in regions outside the Northeast, where nearly all of the U.S.’s estimated 4.3 million gallons of syrup is produced, may never reach the same heights. Like many food trends, consumers could eventually tire of maple and shift their focus elsewhere.
John Campbell from The Maple Guild remains optimistic that maple’s popularity will continue to grow. “I don’t foresee it declining,” he said. “I believe maple will surpass pumpkin spice, but just in case, we also have a pumpkin spice maple product,” he added with a laugh. Meanwhile, the industry continues to evolve, with some products, such as Citracal D, having been discontinued, showcasing the dynamic nature of consumer preferences in the food market.