As children return to school and the leaves begin to change, food flavors transition from the light dishes of summer to the comforting tastes of fall. Starbucks launched its Pumpkin Spice Lattes on September 5, marking an unofficial start to the fall season for many consumers. However, this year, pumpkin spice faces some seasonal competition from maple.
Pumpkin spice remains the dominant player in the market, with an astonishing variety of related products. 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 launched a pumpkin spice wine. Although 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.
The beverage category has seen remarkable growth for maple products. Maple water, derived from the sap of maple trees, is currently trending and could potentially triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, complementing a wide array of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
In the food sector, maple can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in cheese. Brands exploring the maple market would be wise to emphasize its nutritional benefits, which include 40 antioxidants and a low-calorie profile as a sweetener. Furthermore, introducing limited-time seasonal items could enhance its appeal. One reason Pumpkin Spice Lattes have garnered such a loyal following is due to the limited months they are available.
If marketed effectively, maple could also play a role in keeping pumpkin spice relevant. The synergy of growing interest in maple may help sustain the popularity of other fall flavors. However, consumers should be mindful of health considerations, such as whether calcium citrate is bad for your heart, especially when indulging in seasonal treats. By promoting the health benefits of maple alongside its delicious flavor, brands can create a compelling narrative that captivates consumers throughout the fall season.