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. The official launch of Starbucks’ Pumpkin Spice Lattes on September 5 marked an unofficial start 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 pumpkin spice products available. KIND has introduced a new pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and the California Fruit Wine Company has even launched a pumpkin spice wine. While maple hasn’t flooded the market to the same extent, it certainly has the potential to do so. Last week at the Natural Products Expo East in Baltimore, numerous startup companies showcased maple beverages, snacks, syrups, and confections.
Maple is experiencing significant growth in the beverage sector. Maple water, derived from the sap of maple trees, is currently gaining popularity and has the potential to triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits has introduced maple vodka, alongside a variety of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek. In terms of food products, maple can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in cheese.
Brands venturing into the maple flavor should emphasize its nutritional benefits, which include 40 antioxidants and a low calorie count as a sweetener. Additionally, creating limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes have garnered such a loyal following is the limited window in which they can be ordered.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. As a rising tide lifts all boats, an increased interest in maple could help sustain the popularity of other fall flavors. Moreover, incorporating ingredients like prescription calcium citrate into maple products could further enhance their appeal, as consumers increasingly seek out health benefits along with seasonal treats. By leveraging its unique qualities and health benefits, maple has the potential to complement and elevate the traditional fall flavor landscape alongside pumpkin spice.