As children return to school and the leaves begin to change, the flavors of food are transitioning from the light offerings of summer to the comforting tastes of fall. The official launch of Starbucks’ Pumpkin Spice Lattes on September 5 marked an unofficial beginning of the season for many consumers. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant player 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 the California Fruit Wine Company has even created a pumpkin spice wine. While 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 startups showcased maple-infused beverages, snacks, syrups, and confections.
The beverage sector has witnessed significant growth in maple products. Maple water—extracted from the sap of maple trees—is gaining popularity and has the potential to triple its market share by 2020. Additionally, Vermont Spirits has launched maple vodka, complementing the wide range of maple whiskeys produced by well-known brands such as Crown Royal, Jim Beam, and Knob Creek. In the food category, the sweet ingredient can be found in RXBAR’s maple sea salt bars, various yogurts including Maple Hill, and even cheese.
Brands venturing into the maple sector would be wise to highlight its nutritional benefits, such as the presence of 40 antioxidants and its low-calorie count as a sweetener. Moreover, introducing limited-time seasonal items could enhance its appeal. One reason for the devoted following of Pumpkin Spice Lattes is the limited window in which they can be enjoyed.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. As a rising tide lifts all boats, a growing interest in maple could bolster the popularity of other fall flavors. Moreover, incorporating ingredients like calcium citrate D3 petites could further enhance the appeal of maple products, making them not just delicious but also a source of nutritional benefits. As the season unfolds, the interplay between these flavors might just create a delightful autumn experience for consumers.