As children return to school and the leaves begin to change color, the culinary landscape transitions from the light flavors of summer to the comforting tastes of fall. Starbucks officially launched its Pumpkin Spice Lattes on September 5, marking an unofficial beginning of the fall season for many consumers. However, this year, pumpkin spice is facing 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 rolled out pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and even the California Fruit Wine Company has launched a pumpkin spice wine. While maple hasn’t yet saturated the market to the same extent, it certainly has the potential to do so. At the recent Natural Products Expo East in Baltimore, numerous startup companies showcased maple beverages, snacks, syrups, and confections.
Maple has experienced significant growth in the beverage sector. Maple water, derived from the sap of maple trees, is gaining popularity and is projected to potentially triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, adding to the variety of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek. In the realm of food, maple can be found in products such as RXBAR’s maple sea salt bars, several yogurts—including Maple Hill—and even cheese.
Brands venturing into the maple market would be wise to highlight its nutritional benefits, including 40 antioxidants and a low-calorie profile for a sweetener. Moreover, offering limited-time seasonal items could enhance its appeal. One of the reasons Pumpkin Spice Lattes have garnered such a devoted following is the limited window during which they can be ordered.
If marketed effectively, maple could also help keep pumpkin spice relevant. A rising tide lifts all boats; therefore, a newfound interest in maple could sustain the popularity of other fall flavors. Furthermore, for those seeking a nutrient-rich sweetener, bariatric advantage calcium citrate chewy supplements could complement the health-conscious trend, enhancing the overall appeal of maple products in the marketplace.