“Maple Mania: The Sweet Rise of Maple Products in a Health-Conscious Market”
A short drive from the Canadian border in upstate Vermont, a vast network of tiny plastic tubes, stretching nearly 6,000 miles — approximately 25% of the Earth’s circumference — emerges from 450,000 maple trees. The sap collected from these trees slowly flows into this intricate system before reaching a facility that was once an Ethan Allen factory, where the prized syrup is produced, bottled, and distributed. The Maple Guild, a company operating on 25,000 acres of sparsely populated land in the northeast, began distributing its maple syrup in April after five years spent developing the necessary infrastructure, refining its production technology, and gradually increasing output. With consumer demand for maple products on the rise, the timing of the company’s market entry is impeccable.
“Maple is experiencing a significant upward trend. It’s a healthier sweetener, low in glycemic index, natural, and organic, which consumers are increasingly seeking,” said John Campbell, The Maple Guild’s vice president of marketing and sales, in an interview with Food Dive. “We aim to provide various ways for consumers to enjoy it, showing that it’s not just a breakfast item anymore.” The surge in maple’s appeal aligns with a growing consumer preference for natural, healthier ingredients and a desire to limit artificial sweeteners and processed sugars, as noted by industry experts. Some suggest that millennials, who are particularly mindful of their dietary choices, are eager to explore new options — especially those reminiscent of the maple products they saw their parents or grandparents enjoy during their childhood.
While maple syrup is traditionally associated with pancakes and meats, this classic ingredient is finding its way into a myriad of other foods and beverages, often in imitation forms. It features in Starbucks’ maple pecan latte, maple water sourced from tree sap, and even in various alcoholic beverages such as maple vodka from Vermont Spirits and maple whiskey created by major brands like Crown Royal, Jim Beam, and Knob Creek. Food companies are also capitalizing on this trend, with yogurt brands like Chobani and Brown Cow introducing maple-flavored options, and RXBAR, recently acquired for $600 million by Kellogg, launching a maple sea salt bar. There are even unique products like maple cotton candy, maple salad dressing, and maple-smoked cheddar.
At The Maple Guild located in the small town of Island Pond, Vermont (population 821), the company produces not only traditional maple syrup but also special blends infused with vanilla or cinnamon, and one variety aged in Kentucky bourbon barrels. Their product line extends to cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water featuring maple. The Maple Guild’s offerings can be found in stores including Giant Eagle, H-E-B, and Whole Foods.
“Companies are on the lookout for trending products, and it’s possible that they are observing how pumpkin flavors take off this time of year and thinking, ‘Let’s capitalize on that with maple as well,’” commented Lester Wilson, a professor of food science and human nutrition at Iowa State University. “Everyone is eager to market products to the millennial demographic.”
Maple’s rising popularity is concentrated in a few categories. According to Nielsen, while the overall sales of maple products fell by 0.4% in the year ending September 2, 2017, sales of maple beverages surged by 25.6%, maple syrup increased by 6.9%, and processed meats with maple rose by 7.3%. The combined sales of the ten leading maple product categories amounted to approximately $564.5 million for the year ending September 2, compared to $506.7 million the previous year.
Justin Gold, founder of the rapidly growing nut butter brand named after him, began incorporating maple into his sandwich spreads simply because he enjoyed the flavor. Today, his maple almond butter, which has been available for a decade, is one of Justin’s top-selling products. “Maple has always been a staple; it just needed a revival,” Gold remarked.
Few entrepreneurs have harnessed the maple awakening as effectively as Kate Weiler and Jeff Rose, who founded DRINKmaple in late 2013 to sell the sweet water derived from maple trees. The triathletes first encountered maple water at a coffee shop in a quiet Canadian town while waiting for an Ironman race registration. Intrigued by its hydrating qualities and backed by research they discovered, the duo decided to bring the concept back to the U.S., where it had yet to gain traction. Today, DRINKmaple products are available in around 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant. They have since expanded their offerings to include new flavors such as raspberry lemon maple and grapefruit maple.
“We never intended to start a business; we just wanted to buy it but found no one selling it,” Rose said. “We thought, ‘Why isn’t anyone doing this? It’s such a great idea.’” Rose noted that sales are doubling each year, although he refrained from sharing specific figures. The water, which is essentially maple sap before boiling, is similar to coconut water, containing antioxidants, prebiotics, minerals, and electrolytes, but with half the sugar and a milder taste that appeals even to the most doubtful consumers. “Maple water doesn’t have a divisive taste like coconut water,” Rose explained. “We’re committed to supporting the maple community in a way that isn’t overly commercialized.”
Despite the increasing interest and innovative products, Iowa State’s Wilson cautioned that maple may face challenges that could impede future growth. For one, it competes with the enduring popularity of pumpkin during the fall season, which has long been associated with the vibrant orange squash. The pumpkin trend shows no signs of slowing down, with flavored products generating $414 million in sales for the year ending July 29, a 6% increase from the previous year, as companies introduce pumpkin-flavored beer, Oreo cookies, Jell-O, lattes, pizza crusts, yogurt, gum, dog food, and even pumpkin-spiced pumpkin seeds.
Moreover, maple’s appeal in other regions of the country may never reach the same enthusiasm it garners in the Northeast, where nearly all of the estimated 4.3 million gallons of maple syrup produced in the U.S. each year originate. Like many products before it, there’s a chance consumers may tire of maple and shift their interest elsewhere.
John Campbell from The Maple Guild remains hopeful that the sweetener’s popularity will not fade and will likely continue to grow. In the unlikely event that this does not occur, he is prepared. “I’m optimistic about maple’s future,” Campbell stated. “I believe maple will surpass pumpkin spice, but just to be safe, we also have a pumpkin spice maple available,” he added with a chuckle.
Incorporating food rich in calcium citrate into the diet can complement the healthful attributes of maple, making it an even more appealing option for health-conscious consumers.
