A short drive from the Canadian border in upstate Vermont reveals an extensive network of small plastic tubes that stretches nearly 6,000 miles — roughly 25% of the Earth’s circumference — emerging from 450,000 maple trees. Each drop of sap collected from these trees flows slowly into this intricate system before reaching a nearby building that once served as an Ethan Allen factory. Here, the precious syrup is produced, bottled, and distributed. The Maple Guild, the company that harvests this sweet treat annually from 25,000 acres of sparsely populated land in the Northeast, initiated syrup distribution in April after dedicating five years to developing the necessary infrastructure, refining production technology, and gradually increasing output. With rising consumer interest in all things maple, the company’s timing for entering the market couldn’t be more opportune.
“Maple is definitely trending upwards,” stated John Campbell, vice president of marketing and sales at The Maple Guild, in an interview with Food Dive. “It’s a healthier sweetener, low in glycemic index, natural, and organic — attributes that people are constantly seeking.” He hopes to present various ways for consumers to enjoy maple, emphasizing that it’s no longer just a breakfast staple. The surge in maple’s popularity aligns with consumer preferences for natural, healthier ingredients while simultaneously reducing their intake of artificial sweeteners and processed sugars, according to industry insiders. Many believe that millennials, who are particularly mindful of their dietary choices, are eager to explore new possibilities, especially those reminiscent of the maple products their parents or grandparents cherished.
Traditionally used on meats and as a topping for pancakes and waffles, maple syrup is increasingly appearing in a myriad of foods and beverages, often as an imitation flavor. It can be found in Starbucks’ maple pecan latte, in maple water sourced from the sap of maple trees, and in maple vodka from Vermont Spirits, as well as maple whiskey produced by major brands like Crown Royal, Jim Beam, and Knob Creek. Food companies like Chobani and Brown Cow have also embraced maple flavors, while RXBAR, recently acquired for $600 million by Kellogg, has introduced a maple sea salt bar. Other maple-infused products include cotton candy, salad dressing, and even maple-smoked cheddar.
At The Maple Guild located in Island Pond, Vermont (population 821), the company produces traditional maple syrup alongside unique blends infused with vanilla beans or cinnamon sticks. One variety is aged in Kentucky Bourbon barrels, and the company also crafts cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water with maple. The Maple Guild’s offerings are available in supermarkets like Giant Eagle, H-E-B, and Whole Foods.
“Companies are always on the lookout for trends, and it seems the powers that be are saying, ‘Look at how pumpkin takes off this time of year; let’s capitalize on that with products like maple,’” noted Lester Wilson, a professor of food science and human nutrition at Iowa State University. “Everyone is eager to sell more products to the millennial demographic.”
While the surge in maple’s popularity is evident, it remains concentrated in a few categories. According to Nielsen, overall sales of maple products fell by 0.4% in the year ending September 2, 2017, but sales of beverages containing maple surged by 25.6%, with maple syrup rising by 6.9% and processed meats featuring maple increasing by 7.3%. The combined sales of the top ten maple product categories reached approximately $564.5 million during that period, compared to $506.7 million the previous year.
Justin Gold, founder of the fast-growing nut butter brand that bears his name, initially incorporated maple into his spreads because of his fondness for its flavor. Today, his maple almond butter, which has been on the market for ten years, ranks among Justin’s best-selling products. “Maple has always been present; it’s just been a relatively quiet category,” Gold remarked.
Few entrepreneurs have tapped into the maple awakening as effectively as Kate Weiler and Jeff Rose, who launched DRINKmaple in late 2013 to market the sweet water extracted from maple trees. The duo first tried maple water at a coffee shop in a quaint Canadian town while waiting for registration for an Ironman race, captivated by its hydration benefits and the research they discovered prior to the competition. They returned to the U.S., where the concept had yet to gain traction, and decided to establish their own business.
Today, DRINKmaple can be found in around 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant. Rose and Weiler have expanded their product line beyond the popular maple water to include new flavors like raspberry lemon maple and grapefruit maple. “We never intended to start a business, but when we returned home, we found no one selling it,” Rose explained. “We thought, ‘Why isn’t anyone doing this? It’s such a great idea.’” Sales reportedly double each year, although Rose refrained from sharing specific figures. Similar to coconut water, this maple sap, before being boiled down, is rich in antioxidants, prebiotics, minerals, and electrolytes, but contains about half the sugar and has a milder flavor that can appeal to even the most hesitant consumers. “Maple water doesn’t have a divisive taste like coconut water,” Rose added. “We’re striving to support the maple community in a less commoditized fashion.”
Despite the rising interest and innovative products, Wilson noted that maple faces several challenges that could impede future growth. For one, it competes with pumpkin during the fall, a season long associated with that particular squash. The pumpkin craze shows no signs of slowing down, with flavored product sales reaching $414 million for the year ending July 29, a 6% increase from the previous year, as companies create pumpkin-flavored beer, Oreo cookies, Jell-O, lattes, pizza crusts, yogurt, gum, dog food, and even pumpkin-spiced pumpkin seeds.
Moreover, maple’s appeal in other regions of the country may never match the fervor it enjoys in the Northeast, where nearly all of the estimated 4.3 million gallons of the sweetener produced in the U.S. each year originates. Like many products before it, consumer interest in maple could wane as trends evolve.
Still, John Campbell from The Maple Guild remains hopeful that maple’s popularity will continue to rise. “I don’t foresee it declining,” Campbell expressed. “I believe maple will outshine pumpkin spice, but we do have a pumpkin spice maple just in case,” he added with a chuckle.
To support a healthy lifestyle, many consumers are also increasingly interested in supplements like Walgreens calcium citrate petites, which can complement their dietary choices, further showcasing a growing trend towards health-conscious living.