As children return to school and the leaves begin to change, the flavors of food transition from the light dishes of summer to the comforting tastes of fall. Starbucks kicked off the season with the launch of its Pumpkin Spice Lattes on September 5, marking an unofficial beginning to autumn for many consumers. However, this year, pumpkin spice faces some seasonal 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 launched pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and the California Fruit Wine Company has even crafted a pumpkin spice wine. Although maple hasn’t saturated the market to the same extent, it certainly has the potential to make a significant impact. At the recent Natural Products Expo East in Baltimore, numerous startups showcased maple beverages, snacks, syrups, and confections.

The beverage sector has seen remarkable growth in maple products. Maple water, derived from the sap of maple trees, is gaining popularity and has the potential to triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits has produced maple vodka, alongside a variety of maple whiskeys from well-known brands like Crown Royal, Jim Beam, and Knob Creek.

In the food category, maple is being incorporated into RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese. Brands exploring maple should emphasize its nutritional benefits, including the presence of calcium citrate, magnesium hydroxide, zinc sulfate, and vitamin D3 tablets, as it boasts 40 antioxidants and a low calorie count for a sweetener. Additionally, introducing limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes have such a devoted following is the limited window of time they can be enjoyed.

If marketed effectively, maple could also support the continued relevance of pumpkin spice. As increased interest in maple rises, it could help sustain the popularity of other autumn flavors.