Canadians aim to make maple water the next global beverage trend

Canadian producers are setting their sights on a new global beverage trend maple water. While drinking tree sap may not sound immediately appealing, companies in Canada are hoping it will become a must-try alternative to coconut water and other plant-based hydration drinks.

Maple water is the raw sap collected from maple trees before it is boiled down into the well-known maple syrup. Unlike syrup, it is clear, contains only 2% natural sugars, and has a mild sweetness. A growing number of producers in Canada are now filtering and pasteurizing this sap to sell as a bottled or carton-packaged drink.

Yannick Leclerc, co-founder of Quebec-based maple water company Maple3, describes the experience of drinking maple water as a taste of Canada’s untouched wilderness. Supporters emphasize its pure, natural origins and delicate flavor, positioning it as a unique alternative in the plant-based beverage market, which is currently led by coconut water.

Canada, which accounts for about 80% of global maple syrup production, is the natural home for the emerging maple water industry. Leclerc believes maple water has untapped potential, explaining that until recently, most producers focused solely on boiling sap into syrup rather than marketing it for hydration purposes.

Founded in 2013, Maple3 is one of the industry pioneers. The company has seen significant growth in recent years, doubling its annual profits since 2021. Beyond Canada, Maple3 has expanded to 12 international markets, including France, Japan, Singapore, and South Korea, with 75% of its sales now coming from overseas. The brand offers both still and sparkling varieties, including flavored options with natural fruit infusions.

The maple water industry is on track for significant growth, driven by increasing consumer interest in natural and plant-based beverages. Many health-conscious individuals are turning to maple water, attracted by its perceived benefits. Health experts suggest that its rising popularity stems from its natural composition and potential health advantages. 

According to Beth Czerwony, a dietitian at the Cleveland Clinic, maple sap absorbs antioxidants as it travels through the tree, which may aid in muscle recovery and improve overall hydration.

Some proponents claim that these properties make maple water an appealing option for athletes and fitness enthusiasts looking for a natural alternative to artificially flavored sports drinks. However, scientific studies remain inconclusive. A 2019 study found that while maple water provides hydration, it does not outperform regular water in terms of rehydration benefits, according to sources. 

Despite its potential, industry experts caution that maple water’s mainstream success will depend on financial backing. Jeremy Kinsella, owner of The Soda Pop Bros in Windsor, Ontario, has observed numerous beverage trends over the years. He believes that without the marketing support of a major soft drink company, maple water may struggle to compete against well-established brands.

“It will take a larger soda manufacturer for it to really catch on,” he explains.

Another challenge is price. Currently, maple water costs significantly more than traditional soft drinks. Kinsella points out that consumers comparing a $3 can of maple water to a $1 can of Coke may try it a few times but ultimately return to the more affordable option.

While maple water’s journey to mainstream success remains uncertain, Canadian producers remain hopeful that the world will soon embrace this unique, tree-derived beverage.