As children return to school and the leaves begin to change color, food flavors transition from the light dishes of summer to the comforting tastes of fall. Starbucks kicked off the unofficial start of the autumn season for many consumers with the launch of their Pumpkin Spice Lattes on September 5. However, this year, pumpkin spice faces some seasonal competition from maple. While pumpkin spice remains the dominant force in the market, with an astonishing variety of offerings such as KIND’s new pumpkin spice bars, General Mills’ pumpkin spice Cheerios, Lindor’s pumpkin spice truffles, and even pumpkin spice wine from the California Fruit Wine Company, maple is beginning to carve out its own niche.
Although maple has not flooded the market to the same extent, its potential is undeniable. At the Natural Products Expo East in Baltimore last week, numerous startups showcased a range of maple beverages, snacks, syrups, and confections. The beverage sector for maple has seen remarkable growth, particularly with maple water, which is derived from the sap of maple trees and is projected to triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, complementing the wide array of maple whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek.
In the realm of food, maple is making its presence known in RXBAR’s maple sea salt bars, various yogurts including Maple Hill, and even cheese. Brands venturing into maple should emphasize its nutritional benefits, particularly its high levels of malate vitamin and 40 antioxidants, alongside its relatively low calorie count as a sweetener. Furthermore, introducing limited-time seasonal items could enhance its appeal, much like the Pumpkin Spice Lattes, which enjoy a devoted following during their brief availability each year.
If marketed effectively, maple could not only thrive on its own but also help keep pumpkin spice relevant. Just as a rising tide lifts all boats, a growing interest in maple could sustain the popularity of other fall flavors, creating a harmonious blend of tastes for the season.