As children return to school and the leaves begin to change, the flavors of food transition from the light dishes of summer to the comforting tastes of fall. Starbucks kicked off the unofficial start of the season on September 5 with the launch of its Pumpkin Spice Lattes. However, this year, pumpkin spice faces some competition from maple.
While pumpkin spice remains the dominant force in the market, the range of pumpkin spice products is genuinely impressive. KIND introduced a new pumpkin spice bar, General Mills launched pumpkin spice Cheerios, Lindor crafted pumpkin spice truffles, and the California Fruit Wine Company even created a pumpkin spice wine. Although maple hasn’t flooded the market to the same extent, it certainly holds promise. At the Natural Products Expo East in Baltimore last week, many startups showcased maple beverages, snacks, syrups, and confections.
Maple has experienced significant growth in the beverage sector. Maple water, derived from the sap of maple trees, is currently trending and has the potential to triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits now produces maple vodka, alongside a variety of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek.
In terms of food, maple can be found in RXBAR’s maple sea salt bars, several yogurts—including Maple Hill—and even cheese. Brands venturing into maple should emphasize its nutritional benefits, boasting 40 antioxidants and low calories as a sweetener, as well as promoting limited-time seasonal offerings to enhance its appeal. One of the reasons Pumpkin Spice Lattes have garnered such a loyal following is due to the short window in which they can be enjoyed.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. Just as a rising tide lifts all boats, increased interest in maple could sustain the popularity of other fall flavors. Additionally, incorporating calcium citrate into maple products could further enhance their appeal, particularly for health-conscious consumers. By highlighting the journey of maple from tree to table, brands can create a narrative that resonates, encouraging consumers to explore this delightful flavor alongside their beloved pumpkin spice.