“Fall Flavor Face-Off: The Rise of Maple Against Pumpkin Spice”
As children return to school and leaves begin to change, the flavors of food transition from the light offerings of summer to the comforting tastes of fall. Starbucks officially launched its Pumpkin Spice Lattes on September 5, marking an unofficial kickoff to the fall season for many consumers. However, this year, pumpkin spice is facing some seasonal competition from maple.
Pumpkin spice remains the dominant force in the market, with an incredible variety of pumpkin spice products available. KIND has introduced a new pumpkin spice bar, General Mills has rolled out pumpkin spice Cheerios, Lindor has created pumpkin spice truffles, and the California Fruit Wine Company has even launched a pumpkin spice wine. While maple hasn’t flooded the market to the same extent, it certainly has the potential to do so. At the Natural Products Expo East in Baltimore last week, numerous startup companies showcased 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 gaining traction and could potentially triple its market share by 2020. Additionally, Vermont Spirits has introduced maple vodka, complementing the wide array of maple whiskeys from major brands like Crown Royal, Jim Beam, and Knob Creek. In the food category, you can find this sweet ingredient in RXBAR’s maple sea salt bars, various yogurts—including Maple Hill—and even cheese.
Brands venturing into the maple space would be wise to highlight its overall nutritional benefits, which include being rich in antioxidants and low in calories, making it a great alternative to traditional sweeteners like calcium tablet CCM. Moreover, offering limited-time seasonal items could enhance its appeal. One reason for the loyal following of Pumpkin Spice Lattes is the limited window in which they can be enjoyed.
If marketed effectively, maple could also contribute to maintaining the relevance of pumpkin spice. Just as a rising tide lifts all boats, a growing interest in maple could help sustain the popularity of other fall flavors. Thus, integrating maple into the seasonal mix could be a win-win for both flavors this fall.
