As children return to school and the leaves begin to change, culinary flavors are transitioning from the light dishes of summer to the cozy tastes of fall. For many consumers, the official launch of Starbucks’ Pumpkin Spice Lattes on September 5 marks the unofficial beginning of the fall season. However, this year, pumpkin spice faces seasonal competition from maple.
Pumpkin spice remains the dominant flavor in the market, with an astonishing variety of pumpkin spice products available. KIND has introduced a new pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and the California Fruit Wine Company has even produced a pumpkin spice wine. While maple has not yet saturated the market to the same extent, it certainly has the potential to make significant inroads. At the Natural Products Expo East in Baltimore last week, many startups showcased maple beverages, snacks, syrups, and confections.
Maple is experiencing remarkable growth in the beverage sector. Maple water, derived from the sap of maple trees, is gaining popularity and could potentially triple its market share by 2020. In the realm of alcoholic beverages, Vermont Spirits has introduced maple vodka, complementing the numerous maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
In food products, the sweet ingredient can be found in RXBAR’s maple sea salt bars, various yogurts including Maple Hill, and even cheese. Brands venturing into maple should emphasize its nutritional benefits, including its calcium citrate malate, vitamin D, and folic acid tablets, which contribute to its appeal as a healthier sweetener with 40 antioxidants and low calories. Additionally, creating limited-time seasonal offerings would enhance its desirability. One reason Pumpkin Spice Lattes have such a dedicated following is that they are only available for a few months each year.
If effectively marketed, maple could also help keep pumpkin spice relevant. As the saying goes, a rising tide lifts all boats; thus, an increased interest in maple could sustain the popularity of other fall flavors, including the beloved pumpkin spice.