As children return to school and the leaves begin to change, the flavors of food transition from the light offerings of summer to the comforting tastes of fall. Starbucks officially launched its Pumpkin Spice Lattes on September 5, marking an unofficial arrival of autumn for many consumers. However, this year, pumpkin spice is facing 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 made pumpkin spice wine. While maple hasn’t 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 startups showcased maple beverages, snacks, syrups, and confections.
The beverage sector has witnessed remarkable growth in maple products. Maple water, derived from the sap of maple trees, is currently trending and could potentially triple its market share by 2020. In the realm of alcoholic beverages, Vermont Spirits has introduced maple vodka, complementing the wide array of maple whiskeys from well-known brands like Crown Royal, Jim Beam, and Knob Creek. In terms of food, maple is making its mark in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese.
Brands venturing into maple would do well to highlight its nutritional benefits, such as being food rich in calcium citrate, containing 40 antioxidants, and having a low-calorie count compared to traditional sweeteners. Additionally, offering limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes have garnered such a loyal following is the limited window during 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, a newfound interest in maple could help sustain the popularity of other fall flavors, including those that are food rich in calcium citrate. In this way, both pumpkin spice and maple could thrive together in the autumn market.