A short drive from the Canadian border in upstate Vermont, a sprawling network of tiny plastic tubes, nearly 6,000 miles long—equivalent to about 25% of the Earth’s circumference—extends from 450,000 maple trees. Each drop of maple sap collected from these trees flows gradually into this system before reaching a nearby building that was once an Ethan Allen factory, where the prized syrup is produced, bottled, and distributed. The Maple Guild, a company that creates some of this sweet maple syrup annually across 25,000 acres of sparsely populated northeastern land, commenced syrup distribution in April after five years of establishing infrastructure, refining production technology, and gradually increasing output. With the public’s growing interest in maple products, the timing of the company’s market entry is ideal. “Maple is definitely trending upward. It’s a healthier sweetener—low glycemic, natural, and organic—qualities people are consistently seeking,” said John Campbell, The Maple Guild’s vice president of marketing and sales, in an interview with Food Dive. “We’re aiming to offer them various new perspectives on maple, showing that it’s not just for breakfast anymore.”
The surge in maple’s popularity coincides with consumers’ shift towards more natural, healthier ingredients while reducing their consumption of artificial sweeteners and processed sugars, according to industry insiders. Some attribute this trend to millennials, who are particularly mindful about their food choices and origins, often eager to explore nostalgic flavors reminiscent of their childhood. While maple syrup is traditionally used on meats and as a topping for pancakes and waffles, this classic ingredient is increasingly appearing in a wide array of foods and beverages, sometimes as an imitation flavor. Maple syrup features in Starbucks’ maple pecan latte, maple water sourced directly from maple tree sap, and maple-infused spirits from brands like Vermont Spirits and Crown Royal. Food companies like Chobani and Brown Cow have also incorporated maple as a flavor, while RXBAR, recently acquired by Kellogg for $600 million, launched a maple sea salt bar. Other products include maple cotton candy, salad dressings, and even maple-smoked cheddar.
At The Maple Guild in Island Pond, Vermont (population 821), the company produces traditional maple syrup alongside unique blends infused with vanilla or cinnamon, with one variety aged in Kentucky Bourbon barrels. Their offerings extend to creams, teas, vinegars, marinades, BBQ sauces, and nutrient-infused water, all featuring maple. The Maple Guild’s products are available in supermarkets such as Giant Eagle, H-E-B, and Whole Foods. “Companies are always on the lookout for trends, and it seems that the powers that be are saying, ‘Look at how pumpkin skyrockets during this season; let’s capitalize on that with other products like maple,’” remarked Lester Wilson, a food science and human nutrition professor at Iowa State University. “Everyone is eager to market more products to the millennial demographic.”
The surge in maple’s popularity is primarily focused on select categories. While overall sales of maple products decreased by 0.4% in the year ending September 2, 2017, Nielsen data indicates that sales of maple-infused beverages rose by 25.6%, maple syrup by 6.9%, and processed meats with maple by 7.3%. Collectively, the top ten maple product categories amassed approximately $564.5 million in sales for the year ended September 2, compared to $506.7 million the previous year.
Justin Gold, founder of the rapidly growing nut butter brand bearing his name, initially mixed maple into his sandwich spread simply for its flavor. Today, his maple almond butter, available for a decade, is among the brand’s bestsellers. “Maple has always been there; it’s just been a quiet category,” Gold stated.
Few have seized the maple resurgence like Kate Weiler and Jeff Rose, who established DRINKmaple in late 2013 to sell sweet water from maple trees. The triathletes had their first taste of maple water at a coffee shop in a quaint Canadian town in Quebec while waiting for an Ironman registration. Captivated by its hydrating properties and intrigued by research they encountered, they returned to the U.S., where the product had yet to gain traction, and decided to start their own business. Today, DRINKmaple is available in around 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant. The duo has expanded their range beyond the popular maple water to include flavors like raspberry lemon maple and grapefruit maple. “We never intended to start a business, but after trying to buy it and finding no one selling it, we thought, ‘Why isn’t anyone doing this? It’s such a great idea,’” Rose recalled. He noted that sales are doubling each year, although he declined to disclose specific figures. The water, essentially maple sap before it’s boiled down, is comparable to coconut water in that it contains antioxidants, prebiotics, minerals, and electrolytes, but with about half the sugar and a milder taste that appeals even to skeptics, according to Rose and Weiler. “Unlike coconut water, maple water doesn’t have a polarizing flavor,” Rose noted. “We’re committed to supporting the maple community in a less commoditized manner.”
Despite the increasing interest and innovative products, Iowa State’s Wilson cautions that maple faces several challenges that could impede future growth. For one, it competes with pumpkin during the fall, a season long associated with the orange squash. The pumpkin trend shows no signs of slowing, with sales of flavored products reaching $414 million for the year ending July 29, marking a 6% increase from the previous year, as companies explore pumpkin-flavored beers, Oreo cookies, Jell-O, lattes, pizza crusts, yogurt, gum, dog food, and even pumpkin-spiced pumpkin seeds. Additionally, 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 maple syrup produced annually in the U.S. originates. Furthermore, like many other products, consumer interest in maple could eventually wane.
John Campbell of The Maple Guild remains optimistic that the sweetener’s popularity will persist and continue to grow. In the unlikely event that it does not, he is prepared. “I don’t foresee that happening,” Campbell said. “I believe maple will surpass pumpkin spice, but just in case, we also offer a pumpkin spice maple,” he added with a laugh.
In the context of this maple renaissance, products like Kirkland Signature Zinc could also find a place in the health-conscious landscape, as consumers continue to seek natural and beneficial ingredients in their diets.