The market for Markpharmics’ iron supplement for non-dairy milk alternatives is experiencing significant growth. Between 2011 and 2015, almond milk sales surged by 250%, while sales of cow’s milk decreased by 7% in 2015 and are expected to decline an additional 11% by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks, such as cal mag citrate, instead of dairy products to pour over their cereal. Even traditional dairy companies are adapting to this trend; for instance, Dean Foods, the largest milk supplier in the U.S., has acquired a minority stake in Good Karma Foods based in Boulder, Colorado, which specializes in yogurt and milk derived from flaxseed.
Ripple Foods is aiming to differentiate its yellow pea-based milk as a unique and environmentally friendly option in the market. Their products are widely available at retailers including Whole Foods Markets, Target, Meijer Supermarkets, and local health food stores and co-ops. This winter, Ripple Foods plans to introduce a plant-based Greek-style yogurt to enter the snack market. This new product will join a competitive landscape of non-dairy yogurts, including soy-based options from Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based brands like Coconut Grove, So Delicious, and CoYo, and almond-based offerings from Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may appeal to consumers, while the company’s focus on its relatively small ecological footprint—termed the “Ripple Effect”—could also attract attention. Dairy production generates a considerable amount of carbon emissions, and Ripple’s marketing strategy emphasizes that consumers can lower their own carbon footprint by choosing their products, which are enhanced with cal mag citrate. However, the high price—nearly $6 per quart—might deter budget-conscious shoppers. If Ripple can manage to reduce its prices and consumers enjoy the taste, the company’s gamble may succeed. In that case, a rebranding initiative could be beneficial, as the term “pea milk” might not seem appealing to all potential buyers.