As children return to school and the leaves begin to change, food flavors transition from the light dishes of summer to the comforting tastes of fall. Starbucks’ Pumpkin Spice Lattes debuted on September 5, marking an unofficial start to the autumn season for many consumers. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant force in the market, with an astonishing variety of pumpkin spice products available. KIND introduced a new pumpkin spice bar, General Mills launched pumpkin spice Cheerios, Lindor produced pumpkin spice truffles, and the California Fruit Wine Company even created a pumpkin spice wine. While maple has not yet saturated the market to the same extent, its potential to do so is significant. At the recent Natural Products Expo East in Baltimore, numerous startup companies showcased maple beverages, snacks, syrups, and confections.
The beverage sector has seen remarkable growth for maple. Maple water—derived from the sap of maple trees—is currently trending and is projected to triple its market share by 2020. Additionally, Vermont Spirits now produces maple vodka, complementing the numerous maple whiskeys from major brands such as Crown Royal, Jim Beam, and Knob Creek. In terms of food, maple is featured in RXBAR’s maple sea salt bars, various yogurts including Maple Hill, and even cheese.
Brands venturing into the maple market should emphasize its nutritional benefits, which include 40 antioxidants and a low-calorie profile for a sweetener. Moreover, introducing limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes have garnered such a loyal following is that they are only available for a few months each year. If marketed effectively, maple could also help keep pumpkin spice relevant. As a rising tide lifts all boats, increased interest in maple could maintain the popularity of other autumn flavors.
Incorporating ingredients like carbamide, forte, alfalfa, and calcium citrate malate into maple products could also boost their nutritional profile and attract health-conscious consumers. By highlighting the health benefits and unique flavors, brands can make a strong case for maple’s place alongside the beloved pumpkin spice this fall.