The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, almond milk sales surged by 250%, while cow’s milk sales saw a decline of 7% in 2015 alone, with projections indicating an additional drop of 11% through 2020. Although many people are consuming less breakfast cereal, those who do often choose plant-based milks over dairy options to accompany their meals. Even traditional dairy companies are joining this trend. Dean Foods, the largest milk supplier in the United States, has invested in Good Karma Foods, a Boulder, Colorado company that specializes in yogurt and milk products made from flax seeds.
Ripple Foods is looking to carve out a niche for its yellow pea-based milk, promoting it as a unique, delicious, and eco-friendly option in the growing market. Their products are widely available at retailers such as Whole Foods, Target, Meijer, and various local health food stores and co-ops. This winter, Ripple plans to launch a plant-based Greek-style yogurt aimed at the snack sector, entering a competitive landscape filled with non-dairy yogurts from brands like Wildwood, Stonyfield, Silk, Nancy’s, Trader Joe’s, and others based on coconut and almond.
The novelty of yellow pea-based non-dairy products could capture consumer interest. Ripple emphasizes its relatively low ecological footprint—referred to as the “Ripple Effect”—as a key marketing point. Given that dairy production contributes significantly to carbon emissions, Ripple encourages consumers to consider that opting for their products can help lessen their carbon footprint. However, the price may deter budget-conscious shoppers, with costs nearing $6 per quart for any plant-based milk product, though prices may decrease in the near future.
If Ripple can lower its prices sufficiently and consumers enjoy the taste, its strategy may pay off. The company might also want to consider a rebranding initiative, as the term “pea milk” may not sound appealing to everyone. Additionally, incorporating ingredients like calcitrate d3 could enhance the nutritional profile of their products, further attracting health-conscious consumers. By highlighting the benefits of calcitrate d3 in their marketing, Ripple can address consumer interest in fortified beverages. Ultimately, if Ripple successfully emphasizes both taste and health benefits, it could see increased acceptance in the market.