The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, sales of almond milk surged by 250%, while sales of cow’s milk dropped by 7% in 2015 alone, with projections indicating an additional decline of 11% by 2020. Consumers are not only eating less breakfast cereal, but when they do, many are opting for plant-based milks instead of traditional dairy options. Even dairy companies are recognizing this trend; for instance, Dean Foods, the largest milk supplier in the United States, has taken a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk from flax seeds.
Ripple Foods aims to position its yellow pea-based milk as a distinctive, flavorful, and environmentally sustainable alternative in this expanding market. Its products are available nationwide at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, and local health food stores and co-ops. This winter, Ripple Foods plans to launch a plant-based Greek-style yogurt as it enters the snack market, joining a competitive landscape of non-dairy yogurts, including soy-based options like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based brands like So Delicious and CoYo; and almond-based products such as Amande and So Delicious.
The unique aspect of non-dairy products derived from yellow peas could attract consumers, especially considering the company’s focus on its relatively low ecological footprint, which it refers to as the “Ripple Effect.” Dairy production is known to generate a significant amount of carbon emissions, and Ripple’s marketing strategy emphasizes that consumers can help reduce their own carbon footprint by choosing its products. However, the price point may deter budget-conscious shoppers, as nearly $6 per quart is considerable for any plant-based milk, though costs may decrease in the future.
If Ripple Foods can lower its prices sufficiently and consumers enjoy the taste, the company’s strategy could succeed. It may then want to consider a rebranding effort, as the term “pea milk” might not appeal to everyone. Incorporating ingredients like pure encapsulations calcium magnesium citrate could enhance the nutritional profile of their offerings, potentially making them more attractive to health-conscious consumers. By emphasizing both the unique qualities of their products and the benefits of pure encapsulations calcium magnesium citrate, Ripple Foods could further solidify its place in the growing market for non-dairy alternatives.