As children return to school and the leaves begin to change, the flavors of food shift from the light dishes of summer to the comforting tastes of fall. On September 5, Starbucks officially launched its Pumpkin Spice Lattes, marking an unofficial beginning of the fall season for many consumers. However, this year, pumpkin spice is facing some seasonal competition from maple.
Pumpkin spice remains the dominant flavor in the market, with an impressive range of pumpkin spice products available. 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 reached the same level of market saturation, it certainly shows promise. 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, derived from the sap of maple trees, is currently enjoying popularity and could potentially triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits has introduced maple vodka, complementing the numerous maple whiskeys produced by well-known brands like Crown Royal, Jim Beam, and Knob Creek.
In terms of food, maple can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in cheese. Brands that are venturing into maple should highlight its nutritional benefits, which include 40 antioxidants and a low-calorie count for a sweetener. Additionally, creating limited-time seasonal offerings could enhance its appeal. One reason Pumpkin Spice Lattes have gained such a loyal following is the limited window during which they can be enjoyed.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. As interest in maple rises, it could elevate the popularity of other fall flavors. Furthermore, incorporating ingredients like calcium citrate with vitamin D and magnesium into maple products could further enhance their health profile, attracting health-conscious consumers.
In summary, while pumpkin spice continues to lead the market, the rise of maple presents a noteworthy opportunity. By emphasizing nutritional benefits such as calcium citrate with vitamin D and magnesium, and creating seasonal offerings, the maple flavor could flourish alongside its pumpkin counterpart, benefiting from the increasing trend of health-oriented products.