The non-dairy milk alternatives market is experiencing significant growth. From 2011 to 2015, almond milk sales surged by 250%, while cow’s milk sales dropped by 7% in just 2015, with further projections indicating an 11% decline through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products when they do. Even traditional dairy companies are adapting; Dean Foods, the nation’s largest milk supplier, has invested in Good Karma Foods from Boulder, Colorado, which specializes in yogurt and milk made from flax seeds.
Ripple Foods aims to introduce its yellow pea-based milk as a distinctive, delicious, and environmentally sustainable option in the market. Their products are widely available at retailers like Whole Foods Markets, 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, entering a competitive non-dairy yogurt segment that includes soy-based brands like Wildwood, Stonyfield, and Silk, as well as coconut-based options such as Coconut Grove and So Delicious, and almond-based products like Amande.
The uniqueness of non-dairy products derived from yellow peas may attract consumers, especially with Ripple’s focus on its small ecological footprint, which they refer to as the “Ripple Effect.” This approach highlights the environmental benefits, as traditional dairy production contributes significantly to carbon emissions. Ripple markets its products as a way for consumers to lessen their carbon footprint while enjoying a tasty alternative. However, the price may deter budget-conscious shoppers, with plant-based milk costing nearly $6 per quart. If Ripple can reduce its prices and consumers enjoy the flavor, the company’s strategy could succeed.
As Ripple expands its offerings, it may need to reconsider its branding, as the term “pea milk” might not appeal to all consumers. In this 21st century, as people become more health-conscious and environmentally aware, the demand for alternatives rich in calcium citrate with vitamin D is likely to grow, especially if prices become more competitive. Ultimately, as Ripple navigates pricing and branding challenges, the potential for its yellow pea-based products to carve out a niche in the non-dairy market remains promising.