Consumers' sensory assessments of bigleaf maple (Acer macrophyllum) syrup give way to a promising artisan industry

Background

Most pure maple syrup produced in North America is produced from the sap of sugar maple trees (Acer saccharum). Interest is growing to utilize other maple species in different regions of North America outside the native range of sugar maple. This research assesses a maple syrup produced in one of these regions, bigleaf maple (Acer macrophyllum) from the Pacific Northwest. Two blind-coded consumer-sensory evaluations, which took place in May 2022 and 2023, were conducted with 411 participants to assess overall sensory hedonics and descriptors, quality ratings, purchase intent, and perceptions of the syrup category with 13 unique samples of bigleaf maple, sugar maple (A. saccharum), and imitation maple syrup.

Results

Two bigleaf maple syrups were rated highest in overall liking. Of the syrups tested, several of the bigleaf maple syrups were rated as having the most complex flavor profile. When consumers were segmented on overall liking, flavor complexity intensity was positively correlated (p < 0.05) with perceived quality, purchase intent, and overall liking for the larger cluster of consumers (n = 154), though there seems to be an optimum level over which the syrup can then be penalized for being too complex. A correspondence analysis (CA) showed the syrups that were most well-liked exhibited qualities “maple,” “sweet,” “caramel,” “nutty,” “honey,” “vanilla,” and “fragrant.”

Conclusion

This research demonstrates that quality bigleaf maple syrup is a well-liked product of interest and has high potential for commercial success.