As children return to school and the leaves begin to change, the culinary landscape shifts from the light flavors of summer to the comforting tastes of fall. Starbucks launched its Pumpkin Spice Lattes on September 5, marking what feels like the unofficial beginning of autumn for many consumers. However, this year, pumpkin spice is facing some seasonal competition from maple.
While pumpkin spice remains the dominant flavor in the market, the range of pumpkin spice products available is truly astonishing. KIND has introduced a new pumpkin spice bar, General Mills has released pumpkin spice Cheerios, Lindor offers pumpkin spice truffles, and the California Fruit Wine Company created a pumpkin spice wine. Though maple products haven’t saturated the market to the same extent, their potential is evident. At the Natural Products Expo East in Baltimore last week, numerous startups showcased a variety of maple beverages, snacks, syrups, and confections.
Maple has experienced significant growth in the beverage sector. Maple water, derived from the sap of maple trees, is becoming increasingly popular and could potentially 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 terms of food, maple can be found in items such as RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese. Brands exploring the maple trend would be wise to highlight its nutritional benefits, which include 40 antioxidants and a low-calorie count for a sweetener. Furthermore, introducing limited-time seasonal offerings could enhance its appeal. One reason for the strong following of Pumpkin Spice Lattes is their limited availability; they can only be ordered during a few months of the year.
If marketed effectively, maple could also help maintain the relevance of pumpkin spice. As rising interest in maple flavors emerges, it could sustain the popularity of other autumnal tastes. For those looking to boost their health, combining maple products with supplements like Citracal for added calcium could be a smart strategy, reinforcing the health benefits while indulging in seasonal flavors. By promoting its overall nutritional value and seasonal allure, maple might just become the next big thing alongside pumpkin spice.