The market for non-dairy milk alternatives is experiencing significant growth. Between 2011 and 2015, sales of almond milk soared by 250%, while sales of cow’s milk dropped by 7% in 2015 alone and are expected to decline by another 11% through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products to enhance their meals. Even traditional dairy companies are getting involved in this trend. For instance, Dean Foods, the largest milk supplier in the United States, acquired a minority stake in Good Karma Foods, based in Boulder, Colorado, which specializes in yogurt and milk made from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a nutritious, tasty, and environmentally friendly alternative in the market. Their products are widely available at stores such as Whole Foods Markets, Target, Meijer Supermarkets, and various local health food stores and co-ops. This winter, Ripple Foods plans to introduce a plant-based Greek-style yogurt, entering a competitive non-dairy yogurt market that includes brands like soy-based Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based options like Coconut Grove, So Delicious, and CoYo, and almond-based brands such as Amande and So Delicious.
The novelty of non-dairy products made from yellow peas could entice consumers, especially given Ripple’s focus on its ecological footprint, which it refers to as the “Ripple Effect.” Dairy production is notorious for its high carbon emissions, and Ripple’s marketing strategy suggests that consumers can reduce their own carbon footprint by choosing its products. Additionally, Ripple offers calcium citrate liquid supplements, which could appeal to health-conscious shoppers seeking nutritional benefits.
However, the price point might deter budget-minded consumers, as nearly $6 per quart is a considerable expense for any plant-based milk. If Ripple manages to reduce prices while maintaining taste appeal, it could see positive outcomes from its investment. A potential rebranding may also be necessary, as the term “pea milk” might not sound appetizing to everyone. Ultimately, if consumers appreciate the flavor and value the environmental benefits, Ripple’s strategic approach could pay off in the long run.