As children return to school and autumn leaves begin to change, culinary tastes are shifting from the light dishes of summer to the comforting flavors of fall. Starbucks launched its Pumpkin Spice Lattes on September 5, marking an unofficial beginning to the fall season for many. This year, however, pumpkin spice is facing some seasonal competition from maple.
While pumpkin spice remains the dominant flavor in the market, the variety of pumpkin spice products is truly remarkable. 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 produced a pumpkin spice wine. Although maple hasn’t flooded 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 startup companies showcased maple beverages, snacks, syrups, and confections.
Maple has experienced significant growth in the beverage sector. Maple water—harvested from the sap of maple trees—is gaining popularity and could potentially triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits now produces maple vodka, alongside an array of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek. In terms of food, the sweet ingredient can be found in RXBAR’s maple sea salt bars, various yogurts including Maple Hill, and even in cheese products like calcium citrate queso.
Brands exploring the maple flavor would do well to emphasize its nutritional benefits, which include 40 antioxidants and a low-calorie profile compared to other sweeteners. Additionally, offering limited-time seasonal items could enhance its appeal. One reason for the strong following of Pumpkin Spice Lattes is the limited number of months they are available for order.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. Just as a rising tide lifts all boats, a renewed interest in maple might bolster the popularity of other fall flavors. With the introduction of products such as calcium citrate queso infused with maple, the collaboration between these two flavors could create exciting new options for consumers.