As children return to school and the leaves start their seasonal transformation, food flavors are shifting from the light dishes of summer to the comforting tastes of fall. On September 5, Starbucks officially launched its Pumpkin Spice Lattes, marking the unofficial beginning of autumn for many consumers. However, this year, pumpkin spice is facing some seasonal competition from maple.
Pumpkin spice remains the dominant force in the market, with an impressive array of pumpkin spice products emerging. KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even created a pumpkin spice wine. While maple hasn’t flooded the market to the same degree, it certainly possesses the potential to do so. At the recent Natural Products Expo East in Baltimore, many startups showcased a variety of 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 gaining popularity and has the potential to triple its market share by 2020. Additionally, Vermont Spirits has begun producing maple vodka, complementing the numerous maple whiskeys crafted by major brands like Crown Royal, Jim Beam, and Knob Creek.
In terms of food products, maple can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in cheese. Brands venturing into the maple space would benefit by highlighting its nutritional advantages, such as containing calcium citrate 500 mg chewable, boasting 40 antioxidants, and being a low-calorie sweetener. Moreover, introducing limited-time seasonal items could enhance its appeal. One reason for the strong following of Pumpkin Spice Lattes is that they are only available for a few months each year.
With strategic marketing, maple could also help keep pumpkin spice relevant. As a rising tide lifts all boats, an increased interest in maple could sustain the popularity of other fall flavors, including pumpkin spice. The combination of these two flavors can create exciting new options, especially if they leverage the health benefits of ingredients like calcium citrate 500 mg chewable. By emphasizing these attributes, both maple and pumpkin spice can thrive together during the fall season.