One of Canada’s oldest traditions could hold the key to the beverage industry’s next big hit.
Driving the news: Maple water, the raw liquid sap that comes from maple trees — boiled down, it makes the maple syrup we drizzle over our pancakes — is gaining popularity around the world as producers start marketing it as a new flavoured low-calorie beverage.
- For every 40 gallons of maple water that’s taken from a tree, producers make a gallon of syrup. That process leads to thousands of gallons of often wasted water.
By the numbers: The global market for maple water hit US$653 million last year and is expected to pass $3 billion by 2031. Québec producer Maple 3 told the BBC its profits have doubled since 2021 and that sales are up in Canada, Japan, France, and 10 other countries.
Why it’s happening: Maple 3 and rival brands like Sapsucker and Drink Simple have marketed their drinks as healthier alternatives to sugary workout beverages with hydration benefits similar to coconut water — a claim one 2019 medical study disputed.
Why it matters: In Canada, low-calorie non-alcoholic beverages make up 58% of the beverage market, surpassing full-calorie drinks like pop. With Canada already home to 80% of the world’s maple syrup, producers could reap the rewards if maple water takes off.—LA