As children return to school and the leaves begin to change, the culinary landscape shifts from the light, refreshing tastes of summer to the warm, comforting flavors of fall. For many consumers, the arrival of Starbucks’ Pumpkin Spice Lattes on September 5 marked the unofficial beginning of the autumn season. However, this year, pumpkin spice faces some seasonal competition from the rising star of maple.
While pumpkin spice remains the dominant force in the market, the array of pumpkin spice products is truly impressive. KIND has introduced a new pumpkin spice bar, General Mills has launched pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even created a pumpkin spice wine. In contrast, maple has yet to saturate the market to the same extent, but it certainly possesses the potential to do so. At the recent Natural Products Expo East in Baltimore, numerous startup companies showcased a variety of maple beverages, snacks, syrups, and confections.
The beverage sector has witnessed remarkable growth for maple products. Maple water, derived from the sap of maple trees, is gaining popularity and could potentially triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, complementing the range of maple whiskeys offered by major brands like Crown Royal, Jim Beam, and Knob Creek.
In the realm of food, maple is making its mark in RXBAR’s maple sea salt bars, various yogurts—including those from Maple Hill—and even cheese. Brands venturing into the maple market would be wise to emphasize its nutritional benefits, which include 40 antioxidants and a low-calorie count as a sweetener. Moreover, creating limited-time seasonal offerings could enhance maple’s appeal. The reason Pumpkin Spice Lattes have such a devoted following is that they are only available for a limited few months.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. Just as a rising tide lifts all boats, a growing interest in maple could bolster the popularity of other autumn flavors. Additionally, while exploring the benefits of maple, consumers should be cautious of the side effects of calcium citrate as they enjoy these seasonal treats. By integrating these elements into their marketing strategies, brands can create a thriving marketplace for both maple and pumpkin spice.