Sector Trend Analysis - Maple products in the United Kingdom
January 2018
- Canadian dollar (CAD$)
Executive summary
The goal of this report is to explore the opportunities of maple products in the U.K., and to identify the products and categories that are driving consumer trends.
With the current mega-trend of health awareness, maple syrup has a window of opportunity to become the next preferred substitute of sugar. This also signals an opportunity for Canadian suppliers of maple products, as Canada is the number-one exporter of maple products in the U.K., representing 78.6% of the market for exports.
The U.K. imported CAD $16,584,166 of maple products from Canada in 2016 which represents an 11.8% increase in the compound annual growth rate between 2012 and 2016.
In the family of maple product and ingredients, there is a growing interest toward natural and environmentally friendly products in the U.K., as well as a search for novelty products which may present many opportunities to Canadian processors in the value-added sector.
Contents
- Market overview
- New maple products in the British market
- Distribution channels
- New product examples
- Opportunities for Canada
- For more information
- Resources
Market overview
The recent health and wellness trend has been a key factor for the maple sector. Spreads have been under the scrutiny of sugar-wary and quality-seeking consumers, which pushed some producers into innovating unique audience-specific products. Another interesting trend is the premium appeal: British spread consumers are looking for high flavor payoff and taste-centered experiences even though, in general, the public is watching its consumption of sugar and salt. Their consumption of jam and yeast-based spreads is then reduced. However, ideal candidates are honey and maple products, which are seen as naturally healthy and naturally sweet.
There is then an opportunity for producers who want to cater to the needs of health-conscious sweet-toothed consumers in search of sugar substitutes. Furthermore, according to a survey on preferred substitutes for sugar conducted by Mintel, 41% of people were most appealed by honey. Syrups, including maple syrup, scored 19%. Although not as popular as honey, which has been around for much longer, maple syrup could win the hearts of consumers if its health halo is marketed to the same extent as honey.

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Honey | 41 |
---|---|
Plant-derived sweeteners (e.g. stevia, xylitol, mok fruit) | 24 |
Fruit puree/fruit juice concentrate | 22 |
Dried fruit (e.g. dried dates) | 22 |
Unrefined/raw sugar (e.g. golden caster) | 21 |
Syrups (e.g. agave ryrup, maple syrup) | 19 |
Coconut sugar/coconut nectar | 18 |
Zero-calorie artificial sweeteners (e.g. aspartame) | 17 |
Molasses | 9 |
Barley malt extract | 6 |
None of these | 23 |
Source: Mintel, 2017
# | Country | Exports to the UK in 2016 (US$ millions) | Market share (%) | 2012-16 CAGR* (%) |
---|---|---|---|---|
World | 19.279 | 100.00 | 9.31 | |
1 | Canada | 15.085 | 78.65 | 6.45 |
2 | Ireland | 1.107 | 5.77 | 186.21 |
3 | Denmark | 0.848 | 4.42 | 57.39 |
4 | United States | 0.747 | 3.90 | 1.26 |
5 | Germany | 0.455 | 2.37 | 37.40 |
Source: Global Trade Tracker, 2017. Code used: 170220 *CAGR: Compound Annual Growth rate. |
In 2016, The United Kingdom imported about US$19.279 million worth of maple products worldwide. Overall, the world’s exports to the UK have been growing at a high rate of 9.31%. Canada remained the leader in maple product imports in 2016 with a 78.65% market share, despite its slower growth and progressive loss of market share due to expanding markets like Ireland, with a 4-year compound annual growth rate of 186.21%.
New maple products in the British market

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New formulation | Relaunch | New product | New variety-range extension | New packaging | |
---|---|---|---|---|---|
2016 | 1 | 4 | 13 | 31 | 12 |
2015 | 3 | 5 | 14 | 21 | 7 |
2014 | 0 | 0 | 13 | 11 | 1 |
2013 | 3 | 1 | 11 | 10 | 5 |
2012 | 0 | 1 | 5 | 9 | 2 |
Source: Mintel, 2017
Among the 61 new products launched in 2016, half were new variety/range extension launches. Maple products are increasingly being used as a flavoring agent, rather than syrup. This is in line with the novelty trend in the UK, where consumers are looking for new, fresh products and flavors instead of their traditional foods.
Sub-Category | 2012 | 2013 | 2014 | 2015 | 2016 | Total Sample |
---|---|---|---|---|---|---|
Meat products | 2 | 3 | 2 | 5 | 7 | 19 |
Snack/cereal/energy bars | 0 | 0 | 1 | 2 | 7 | 10 |
Pastry dishes | 4 | 3 | 3 | 5 | 5 | 20 |
Cold cereals | 1 | 2 | 2 | 8 | 3 | 16 |
Syrups | 2 | 5 | 2 | 6 | 0 | 15 |
Total sample | 17 | 30 | 25 | 50 | 61 | 183 |
Source: Mintel, 2017 |
From 2012 to 2016, 183 products containing maple were launched in the United Kingdom. From 2012 to 2016, the subcategory with the most launches was Pastry Dishes with 20 products. However, from 2012 to 2015, maple syrup figured in the most popular launched products. However, in 2016, there were no syrup launches. In fact, meat products and snacks/cereals/energy bars dominated the 2016 launches, each representing 11.5% of all launches. The rise of the on-the-go lifestyle might explain the sudden jump of snack products, which went from two launches in 2015 to seven in 2016. Over the years, maple has been increasingly used as a flavoring agent to dress up a meat product or to sweeten snacks while adding a meaningful health claim. The shift in the popular form of maple can be explained by both the health awareness trend and the new flavor-seeking trend.

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Meals and meal centers | Snacks | Processed fish, meat and egg products | Breakfast cereals | Sweet spreads | |
---|---|---|---|---|---|
2016 | 13 | 20 | 12 | 3 | 1 |
2015 | 8 | 6 | 8 | 8 | 6 |
2014 | 6 | 4 | 4 | 3 | 3 |
2013 | 6 | 3 | 5 | 3 | 5 |
2012 | 5 | 1 | 3 | 1 | 2 |
Source: Mintel, 2017
The change in leading category is very interesting. From 2012 to 2015, the leading category was “meals & meal centers”. However, there was a phenomenal jump in 2016 for the snacks category, which went from 6 launches to 20, in one year. The universalization of the “on-the-go” lifestyle is apparent in the distribution of the launches: fewer breakfast cereals and spreads were launched as consumers are less attracted to the idea of a sit-down breakfast, and prefer portable food options like snacks. The challenge in the sweets spreads category is that currently, honey is leading with its extremely strong health appeal, particularly amongst older, more experienced cooks. Also, it is used in most “wet” desserts, like cake and pies. However, since maple syrup has a similar texture, it could be promoted as an alternative to honey.
Furthermore, the worldwide snacking trend made a massive breakthrough this past year. Paired with the health awareness mega-trend, maple is the ideal “fresh” sugar substitute. The free-from market has been growing at an impressive rate, and is expected to keep rising. This is good news for maple, as its recent introduction into the market also attracts new flavor-seeking consumers. Adventurous consumers will appreciate the distinct flavor of maple, and this is an advantage maple has over honey, whose taste is known to all.
Claim | 2012 | 2013 | 2014 | 2015 | 2016 | Total Sample |
---|---|---|---|---|---|---|
Ethical - environmentally friendly package | 7 | 11 | 10 | 25 | 27 | 80 |
Vegetarian | 4 | 8 | 7 | 17 | 25 | 61 |
No additives/preservatives | 3 | 12 | 9 | 13 | 20 | 57 |
Low/no/reduced allergen | 0 | 6 | 7 | 4 | 15 | 32 |
Gluten-free | 0 | 6 | 7 | 4 | 14 | 31 |
Ease of use | 2 | 5 | 5 | 6 | 11 | 29 |
Social media | 0 | 2 | 5 | 6 | 13 | 26 |
Premium | 3 | 4 | 2 | 7 | 10 | 26 |
Low/no/reduced transfat | 2 | 5 | 4 | 4 | 6 | 21 |
Ethical - animal | 3 | 3 | 1 | 7 | 4 | 18 |
Products launched | 17 | 30 | 25 | 50 | 61 | 183 |
Source: Mintel, 2017 |
Claims are becoming a huge selling tactic for manufacturers. A report on sweet spreads by Mintel estimates that “one in four global chocolate spread launches bears one or more natural claims.” Furthermore, the report indicates an increased number of launches bearing an eco-friendly certification. In fact, the environmental awareness trend is also very present in the United Kingdom, as British people feel that such issues are becoming a progressively more urgent matter. The top declining claims for products containing maple are believed to be “Low/No/Reduced Fat”, “On-the-Go”, “High Protein” and “Premium” with a decline of -100% along with Vegetarian, with a drop of -28.6%.
Company | # Product launches | Market share |
---|---|---|
Marks & Spencer | 19 | 10.4 |
Asda | 18 | 9.8 |
Tesco | 15 | 8.2 |
Waitrose | 15 | 8.2 |
Sainsbury's | 11 | 6.0 |
Total products launched | 183 | 100.0 |
Source: Mintel, 2017 |
All the companies featured in the top five are domestic companies. Together, they occupy about 42.6% of the market in terms of launches in 2016. The top launching companies all had one thing in common: their most popular claim was “ethical – environmentally friendly package”. Also, in general, “fair trade and eco-friendly products are increasingly present in Europe.”
Distribution channels
The vast majority of new maple products launches between 2012 and 2016 were located in supermarket, with a market share of 43% of all maple products launches. Mass merchandisers/hypermarkets follow with 14% and natural/health foods occupied 12%. Department stores, convenience stores and other distributors shared the remaining 31% of total launches.

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Branded | Private label | Total sample | |
---|---|---|---|
Supermarket | 767 | 329 | 1096 |
Mass merchandiser/hypermarket | 290 | 71 | 361 |
Natural/health food store | 298 | 10 | 308 |
Department store | 65 | 85 | 150 |
Convenience store | 65 | 72 | 137 |
The most popular package type from 2012 to 2016 was “flexible”, representing 32.8% of all launches. The most popular price was US$3.99, however only 0.47% of launches using a flexible package priced their product at US$3.99. Overall, the price distribution is very scattered, with no price representing more than 2.27% of all launches.
Price in US Dollars | Flexible | Bottle | Flexible stand-up pouch | Tub | Tray | Total number of products |
---|---|---|---|---|---|---|
3.99 USD | 0.47% | 0.12% | 0.47% | 0.39% | 0.08% | 2.27% |
4.99 USD | 0.74% | 0.27% | 0.55% | 0.04% | 0.12% | 2.19% |
6.99 USD | 0.08% | 0.23% | 0.51% | 0.39% | 0.12% | 1.80% |
2.99 USD | 0.39% | 0.35% | 0.27% | 0.20% | 0.08% | 1.68% |
9.99 USD | 0.12% | 0.12% | 0.67% | 0.12% | 0.08% | 1.53% |
Total number of products | 32.8% | 14.2% | 11.4% | 9.9% | 6.9% | 100.0% |
Source: Mintel, 2017 |
New product examples
Mega Maple & Pecan Clusters
Company | Brand | Category | Launch Type | Price | Pack Size | Date Published | Claims |
---|---|---|---|---|---|---|---|
Morrisons, UK | Morrisons (Private Label) | Breakfast Cereals > Cold Cereals | Relaunch | $2.27 | 500.00g | Dec 2016 | Ethical - Environmentally Friendly Package, No Additives/Preservatives, Vegetarian |

Morrisons Mega Maple & Pecan Clusters have been relaunched, formerly under the M brand. The product comprises clusters of oats, crisped rice and wheat flakes with pecan nut pieces and maple syrup. It is suitable for vegetarians, contains no artificial colours or flavours, is a source of fibre, and retails in a 500g partly recyclable pack.
Maple, Toasted Rice & Pink Salt Organic Dark Chocolate
Company | Brand | Category | Launch Type | Price | Pack Size | Date Published | Claims |
---|---|---|---|---|---|---|---|
Doisy & Dam, UK | Doisy & Dam | Chocolate Confectionery > Chocolate Tablets | New Variety/Range Extension | $1.99 | 40.00g | Oct 2016 | Digestive (Functional), Gluten-Free, Low/No/Reduced Allergen, No Animal Ingredients, Organic, Vegan |

Doisy & Dam Maple, Toasted Rice & Pink Salt Organic Dark Chocolate with 74% Dominican cocoa is made with Himalayan pink salt, which contains 84 minerals to help detoxify the body. This gluten-free handmade chocolate is suitable for vegans, said to be delicious, and retails in a 40g pack featuring the EU Green Leaf logo.
Maple Caramelised Nuts
Company | Brand | Category | Launch Type | Price | Pack Size | Date Published | Claims |
---|---|---|---|---|---|---|---|
Waitrose, UK | Waitrose Christmas (Private Label) | Snacks > Nuts | New Variety/Range Extension | $6.16 | 175.00g | Nov 2016 | Seasonal |

Waitrose Christmas Maple Caramelised Nuts have been launched for Christmas 2016. The product comprises cashew nuts coated with maple syrup, sesame seeds and chia seeds, and retails in a 175g pack.
Maple Bacon & Gruyere Quiche
Company | Brand | Category | Launch Type | Price | Pack Size | Date Published | Claims |
---|---|---|---|---|---|---|---|
Aldi, UK | Specially Selected (Private Label) | Meals & Meal Centers > Pastry Dishes | New Packaging | $2.64 | 420.00g | Sep 2016 | Ethical - Animal, Ethical - Environmentally Friendly Package, No Additives/Preservatives, Premium |

Specially Selected Maple Bacon & Gruyere Quiche has been repackaged. The product comprises maple cured bacon and Gruyere cheese baked in a double cream and free range egg custard, in a butter enriched shortcrust pastry case. It contains no artificial colours or flavourings and retails in a 420g partly recyclable pack featuring the Grocer Food & Drink Finalist award.
Maple Peanuts with Caramel Fudge & Vine Fruits
Company | Brand | Category | Launch Type | Price | Pack Size | Date Published | Claims |
---|---|---|---|---|---|---|---|
Aldi, UK | Clancy's (Private Label) | Snacks > Snack Mixes | New Variety/Range Extension | $4.00 | 400.00g | Oct 2016 | No Additives/Preservatives, Seasonal, Vegetarian |

Clancy's Maple Peanuts with Caramel Fudge & Vine Fruits are now available for the festive season of 2016. This vegetarian product is a source of fibre, contains no artificial colours or flavourings, is said to be great to share, and retails in a 400g pack.
Turkey & Maple Syrup Hand Cooked Crisps
Company | Brand | Category | Launch Type | Price | Pack Size | Date Published | Claims |
---|---|---|---|---|---|---|---|
Marks & Spencer, UK | M&S Christmas (Private Label) | Snacks > Potato Snacks | New Product | $2.49 | 150.00g | Oct 2016 | Gluten-Free, Low/No/Reduced Allergen, Seasonal |

M&S Christmas Turkey & Maple Syrup Hand Cooked Crisps are made using specially selected British potatoes, thinly sliced with their skins on and hand cooked in small batches to give a delicious and crispy snack. The gluten-free product retails in a 150g pack.
Opportunities for Canada
Canada-European Union Comprehensive Economic and Trade Agreement (CETA) – Opportunity for Canada
CETA will help provide opportunities for Canadian producers, processors and exporters to reach the EU's 510 million consumers.
It can support you by:
- Reducing or eliminating tariffs on products imported into the EU
- Improving and expanding market access for Canadian products
- Providing a competitive advantage with preferential access to EU markets
Find more details: CETA for agri-food exporters.
For more information
International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.
For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International Market Intelligence page.
For additional information on AGUNA 2017, please contact:
Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and Agri-Food Canada
ben.berry@canada.ca
Resources
- Global Trade Tracker, 2017.
- Mintel Global New Products Database 2017.
- Mintel report - Sweet categories: overview of sweet spreads and sugar confectionery, 2017.
Sector Trend Analysis - Maple Products in the UK
Global Analysis Report
Prepared by: Amina Qacha, Market Analyst (Co-op Student)
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