Maple water, derived from the sap of maple trees, has quietly existed within the beverage industry for nearly a century. However, only in the last decade has it emerged as a commercial product with global aspirations. Canadian producers have been striving to position maple water as the next must-try soft drink worldwide. They aim to capitalize on its unique characteristics and perceived health benefits to capture a significant share of the beverage market.
Over the past four years, a Canadian brand called Sap Sucker has been at the forefront of selling this intriguing product. Maple water contains only 2% natural sugars, presenting itself as a low-sugar alternative to other popular drinks. Additionally, it is available in various forms, including still, sparkling, and fizzy versions with natural fruit flavorings. These attributes have contributed to its growing popularity, despite a medical study in 2019 finding that it was "not superior in rehydration" compared to normal water.
The province of Quebec stands as the epicenter of this burgeoning industry, producing 90% of Canada's maple syrup. This regional dominance extends to maple water production as well. The global sales of maple water reached an impressive $506 million in 2024 and are projected to soar to $2.6 billion by 2033. This rapid growth underscores the potential of maple water to become a prominent player in the soft drink market, despite its current higher price point, which poses a challenge for widespread consumer acceptance.
Maple3, a pioneer in the maple water sector, has successfully doubled its annual profits since 2021. The brand embodies the potential success story that Canadian producers envision for maple water. "It has perks that a normal sparkling water doesn't have," states Mr. Leclerc, reflecting on the unique features that set maple water apart from conventional beverages.
The global appeal of maple water is evidenced by its presence in 12 countries, including France, Japan, Singapore, and South Korea. As Mr. Leclerc notes, "It's more than just a local product at this point." This expansion is driven by the product's perceived health benefits and its status as a refreshing alternative to sugary drinks. Beth Czerwony highlights that when the sap is "filtered through the tree, it ends up absorbing a bunch of antioxidants," potentially offering consumers enhanced performance and faster workout recovery.
The challenge remains in making maple water more accessible and appealing to a broader demographic. With its current high price tag, many consumers may hesitate to embrace it fully. Jeremy Kinsella suggests that "it will take a larger soda manufacturer for it to really catch on," emphasizing the need for significant investment and marketing efforts to propel maple water into mainstream consciousness.