The market 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 saw a 7% decline in 2015 alone, with projections indicating an additional 11% drop through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks rather than traditional dairy products to pour over their cereal. Even companies in the dairy sector are getting involved. Dean Foods, the largest milk supplier in the United States, has acquired a minority stake in Good Karma Foods, based in Boulder, Colorado, which specializes in yogurt and milk made from flaxseed.
Ripple Foods aims to introduce its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly option in the market. Their products are readily available nationwide at Whole Foods Markets, Target stores, Meijer Supermarkets, and various local health food stores and co-ops. This winter, Ripple Foods plans to launch a plant-based Greek-style yogurt as its entry into the snack market, joining a competitive landscape of non-dairy yogurts, including soy-based brands like Wildwood and Stonyfield, coconut-based options like Coconut Grove and So Delicious, and almond-based products like Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas may attract consumers, and the company’s focus on its relatively small ecological footprint, referred to as the “Ripple Effect,” could further appeal to eco-conscious buyers. Traditional dairy production generates significant carbon emissions, and Ripple’s marketing strategy suggests that consumers can lessen their own carbon footprint by choosing its products. However, the high price point—nearly $6 per quart—might deter budget-conscious shoppers, despite the potential for costs to decrease in the future.
If Ripple can effectively lower prices and consumers enjoy the taste, the company’s strategy could prove successful. They may also want to consider rebranding, as the term “pea milk” might not be appealing to everyone. Additionally, the incorporation of nutrients such as calcium citrate 300 mg in their products could enhance their appeal to health-focused consumers, further solidifying their position in the growing non-dairy market. With a focus on taste and health benefits like calcium citrate 300 mg, Ripple could potentially draw in a wider audience looking for alternatives to traditional dairy products.