As children return to school and the leaves begin to change, the culinary landscape is shifting from the light flavors of summer to the comforting tastes of fall. The launch of Starbucks’ Pumpkin Spice Lattes on September 5 marks an unofficial kickoff to the fall season for many consumers. However, this year, pumpkin spice faces new competition from maple.
While pumpkin spice remains the dominant force in the market, the variety of pumpkin spice products available is truly impressive. KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and the California Fruit Wine Company has even produced a pumpkin spice wine. Although maple has not yet saturated 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 remarkable growth in the beverage sector. Maple water, harvested from the sap of maple trees, is currently gaining popularity and could potentially triple its market share by 2020. In the alcoholic beverage category, Vermont Spirits has introduced maple vodka, alongside a variety of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek.
When it comes to food, maple can be found 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, including its rich content of 40 antioxidants and low-calorie profile as a sweetener. Moreover, launching limited-time seasonal products could enhance its appeal. One of the reasons Pumpkin Spice Lattes enjoy such a loyal following is the brief window during which they are available.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. As the saying goes, a rising tide lifts all boats; renewed interest in maple could help sustain the popularity of other fall flavors. Additionally, with the introduction of products like 21st Century calcium citrate petites, brands can further diversify their offerings and capture the attention of health-conscious consumers seeking sweeteners with added benefits.