Market Monitor
The Maple Market Monitor provides an evolving look at the market forces shaping the U.S. maple industry. Drawing on industry data and ongoing research from the Maple Sustainability Indicators Initiative, the Monitor examines how maple products move through different market channels, how those markets are changing, and what producers and consumers value. Current indicators explore growth across national distribution, direct retail, online, and regional wholesale markets; producer interest in environmental sustainability claims; and consumer preferences for attributes such as U.S. origin, sustainable forest management, water quality protection, and lower environmental impacts. Together, these insights help identify emerging opportunities, changing expectations, and potential market strategies for maple producers and the broader industry.
Maple sellers move an increasing amount of syrup each year as domestic syrup production continues to grow. Bulk syrup sold from producers to packers and then repackaged for broader domestic distribution is estimated to comprise 70% or more of the total annual U.S. crop. Many small businesses prevail across the maple community, and while smaller in comparison to the volume sold through the national distribution channel, the growth rates for direct retail, online shipping and regional wholesale markets have a big influence on the opportunities or challenges facing maple producers.
Producers Interested in Production Practices Incorporated into Credible Marketing Claims
As consumers and markets express interests in environmental benefits or reduced impacts from food products, maple producers are presented with the opportunity to highlight environmental sustainability. Established or newly created programs may enable the maple industry (or individual producers) to differentiate itself from other competing sweeteners and to indicate ongoing efforts to improve sustainability.
California and Texas Consumers Preference Level for Product Features in Foods or Maple Syrup Products
Consumers in different regions across the U.S. may have different preferences for products that will impact opportunities for maple sellers to communicate features or adopt priorities for industry wide marketing initiatives. Vermont consumers demonstrate a strong preference for maple products produced in the U.S. and Vermont. Features like GMO free and certified organic are less important to Vermont consumers.
Consumers in Texas and California also indicate a lower preference for GMO free and certified organic products. U.S. Origin, environmental claims and processing are more preferred by consumers in these states.