As children return to school and the leaves begin to change, the flavors of food transition from the light offerings of summer to the comforting tastes of fall. On September 5, Starbucks officially launched its Pumpkin Spice Lattes, marking an unofficial beginning of fall for many. However, this year, pumpkin spice is facing some seasonal competition from maple.
While pumpkin spice remains the dominant player in the market, the variety of pumpkin spice products is truly impressive. KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has crafted pumpkin spice truffles, and even the California Fruit Wine Company has created a pumpkin spice wine. Although maple hasn’t flooded the market to the same extent, it certainly shows promise. At the recent Natural Products Expo East in Baltimore, numerous startups showcased maple beverages, snacks, syrups, and confections.
Maple is experiencing significant growth in the beverage sector. Maple water, derived from the sap of maple trees, is currently trending and has the potential to triple its market share by 2020. In the realm of alcoholic drinks, Vermont Spirits has introduced maple vodka, adding to the array of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
In terms of food, this sweet ingredient can be found in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even in certain cheeses. Brands venturing into maple should emphasize its nutritional benefits, including 40 antioxidants and a low-calorie count compared to other sweeteners. Additionally, offering limited-time seasonal products could enhance its appeal. One reason for the dedicated following of Pumpkin Spice Lattes is the short window during which they are available for order.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. As the saying goes, a rising tide lifts all boats; a renewed interest in maple could bolster the popularity of other fall flavors. Moreover, incorporating products like Swisse Calcium Citrate into maple-flavored items could further enhance their health appeal, making them even more attractive to consumers looking for nutritious options this fall.