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’ Pumpkin Spice Lattes officially launched on September 5, marking an unofficial start to the autumn season for many consumers. However, this year, pumpkin spice is facing some seasonal competition from maple. While pumpkin spice remains the dominant force in the market, the variety of pumpkin spice products available is truly astonishing. KIND has introduced a new pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even created a pumpkin spice wine. Although 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 startup companies showcased their 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 currently trending and could potentially triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, complementing the wide range of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
In the food category, maple can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in certain cheeses. Brands expanding into maple should emphasize its overall nutritional benefits, which include wellness properties such as 40 antioxidants and a low-calorie profile for a sweetener. Moreover, offering limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes enjoy such a devoted following is the brief window in which they can be ordered.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. Just as a rising tide lifts all boats, a growing interest in maple could sustain the popularity of other fall flavors. With its wellness attributes, including calcium citrate, maple could further enrich the seasonal offerings, creating a harmonious blend of flavors that delights consumers throughout the autumn months.