Not Just A Pancake Topper

Pure maple syrup is great on its own, but it also is becoming a sought-after healthful ingredient in other food products.

Pure maple syrup not only is a delicious indulgence, but also might offer health benefits. Really. In 2010 and 2011 studies, University of Rhode Island researchers identified 54 beneficial compounds — including those with antioxidant and anti-inflammatory properties — in pure maple syrup from Quebec. And research conducted this year at the University of Tokyo suggests that pure maple syrup promotes liver health.

Even excluding its potential health benefits, pure maple syrup and products made from it are perceived as premium items and worth retailers' consideration for store brand development.

Trends with traction

Thom Blischok, global president, innovation and strategy for Chicago-based SymphonyIRI Group, said he expects maple syrup in both standalone and ingredient formats to enjoy "slow to slightly moderate growth" in the year to come, driven by unique packaging and localization.

Retailers also could boost growth within the store brand space by taking aim at other current consumer trends, including the trend toward health and wellness. For example, consumer interest in oatmeal continues to rise, so retailers could play up the dual health benefits of oatmeal topped with pure maple syrup, notes Kara Nielsen, trendologist with the Center for Culinary Development, San Francisco.

Luc Bergeron, founder and co-owner of L.B. Maple Treat Corp., Granby, Quebec, notes that products such as his company's maple cookies, made with pure maple syrup, not only give consumers the sweetness and flavor they desire, but also have functional benefits and give folks the on-trend feeling of nostalgia and tradition.

Nielsen adds that real maple syrup is a hot ingredient right now, partly because climate change continues to shift maple harvests farther north.

Trends on the horizon

Perhaps the biggest "trend" to come centers on proposed grade changes that will impact labeling in 2013, Bergeron says.

"The industry has proposed that all syrup sold at retail be relabeled Grade A and then sorted into four colors: Golden, Amber, Dark and Very Dark," he explains. "No longer will the weakest syrup be assigned a higher mark for approaching the perfect purity of 'utter blandness,' or the most intensely flavored syrup get graded down for daring to taste like maple."

Also expected to become popular are maple butter and pure maple sugar, the latter of which Bergeron says could be perfect for consumers who love to bake but want to replace sugar with a more healthful alternative. And new blended table syrups that contain between 15 percent and 40 percent pure maple syrup are expected to be a hit with consumers who cannot afford pure maple syrup.

"Maple-infused syrups will be making their way into specialty stores and grocery retailers," he adds, noting that his company partnered with top flavor and aroma experts to develop a great-tasting Maple Table Syrup and Flavored Maple Table Syrup. "In 2012, we will offer the opportunity to have exclusive blends for controlled labels with a short development cycle, ensuring the table syrup meets our retailers' [shoppers'] taste palate."

And when it comes to the use of maple syrup as an ingredient, retailers also might want to look to foodservice for inspiration.

"As an ingredient, pure maple syrup is becoming more prevalent in desserts and entrées, thanks to its natural positioning as a substitute for sugar to sweeten dishes," notes Laura McGuire, editorial manager for Technomic Inc., Chicago. — K. Canning PGSB