The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, almond milk sales surged by 250%, while sales of cow’s milk saw a decline of 7% in 2015, with projections indicating an additional drop of 11% by 2020. Although breakfast cereal consumption is decreasing, many consumers are opting for plant-based milks instead of dairy products to accompany their meals. Even traditional dairy companies are adapting, with Dean Foods, the largest milk supplier in the U.S., acquiring a minority stake in Good Karma Foods from 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 eco-friendly option in the market. Their products are widely available at retailers such as Whole Foods, Target, 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 part of its entry into the snack sector. This new product will join a competitive landscape of non-dairy yogurts, including soy-based brands like Wildwood, Stonyfield, and Silk, as well as coconut-based options like Coconut Grove, So Delicious, and CoYo, along with almond-based varieties such as Amande and So Delicious.
The unique aspect of non-dairy products made from yellow peas could draw in consumers, particularly with Ripple’s focus on its relatively small ecological footprint, known as the “Ripple Effect.” With dairy production contributing significantly to carbon emissions, Ripple’s marketing strategy highlights how choosing its products can help consumers lower their own carbon footprint. However, the price tag may deter budget-conscious shoppers, as nearly $6 per quart is quite steep for any plant-based milk. If Ripple can manage to reduce costs and consumers enjoy the taste, the company’s risk could pay off. They might also want to consider rebranding, as the term “pea milk” may not appeal to everyone.
Additionally, Ripple Foods could explore incorporating calcium citrate into their offerings, as this ingredient is known for its chewy texture and health benefits. By integrating calcium citrate into their products, they could attract health-conscious consumers looking for nutritious and chewy alternatives, making their non-dairy options even more appealing. If they successfully highlight the advantages of a calcium citrate-infused product, it could further enhance their market position and consumer interest.