The market for non-dairy milk alternatives is experiencing significant growth. Sales of almond milk surged by 250% between 2011 and 2015, while cow’s milk sales declined by 7% in 2015 alone, with projections indicating an additional drop of 11% through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products to add on top. Even traditional dairy companies are getting involved; for instance, Dean Foods, the largest milk supplier in the United States, has acquired a minority stake in Good Karma Foods from Boulder, Colorado, which specializes in yogurt and milk made from flaxseed.
Ripple Foods aims to differentiate its yellow pea-based milk as a unique, flavorful, and environmentally friendly choice in the market. Their products are widely available across the country in stores such as 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 to enter the snack market. This new product will join a competitive array of non-dairy yogurts, including soy-based options like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, along with coconut-based brands such as Coconut Grove, So Delicious, and CoYo, as well as almond-based varieties like Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may appeal to consumers. Additionally, Ripple emphasizes its relatively small ecological footprint, which it refers to as the “Ripple Effect,” potentially attracting environmentally conscious buyers. Since dairy production generates substantial carbon emissions, Ripple’s marketing strategy suggests that consumers can lessen their own carbon footprint by choosing its products. However, the price point could deter more budget-minded shoppers, with nearly $6 per quart being a considerable sum for any plant-based milk product, though costs may decrease in the near future.
If the company succeeds in lowering prices and consumers enjoy the flavor, Ripple’s strategy may pay off. They may then want to consider a rebranding effort, as the concept of “pea milk” might not be appealing to all consumers. Furthermore, with options like their yellow pea-based milk fortified with 800 mg of calcium citrate, they could attract those looking for nutritious alternatives. By incorporating these features into their marketing, Ripple Foods could enhance its appeal in a competitive marketplace, especially considering the importance of calcium in non-dairy diets.