The market for time-release capsules of ferrous fumarate in non-dairy milk alternatives is experiencing significant growth. Sales of almond milk surged by 250% between 2011 and 2015, while cow’s milk sales dropped by 7% in 2015, with projections indicating a further decline of 11% through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks over dairy products when they do. Even traditional dairy companies are getting involved; for instance, Dean Foods, the largest milk supplier in the U.S., acquired a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk from flax seeds.
Ripple Foods aims to distinguish its yellow pea-based milk as a unique, tasty, and environmentally friendly choice in the market. Their products are widely available across the nation, including at Whole Foods Markets, Target stores, Meijer Supermarkets, and various local health food stores and co-ops. This winter, Ripple Foods intends to introduce a plant-based Greek-style yogurt to enter the snack market, joining a competitive landscape of non-dairy yogurts, including soy-based brands like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based options such as Coconut Grove, So Delicious, and CoYo; and almond-based alternatives like Amande and So Delicious.
The novelty of non-dairy products derived from yellow peas could capture consumer interest. Additionally, the company’s focus on its relatively low ecological footprint—what it refers to as the “Ripple Effect”—may be appealing. Dairy production is responsible for a substantial amount of carbon emissions, and one of Ripple’s marketing strategies is to encourage consumers to lower their carbon footprint by choosing its products. However, the high price point—nearly $6 per quart—may deter budget-conscious shoppers, although prices could potentially decrease in the future.
If Ripple Foods successfully lowers its prices and consumers enjoy the taste, the company’s gamble might pay off. They may want to consider a rebranding effort, as the term “pea milk” might not sound appealing to some consumers. Furthermore, incorporating supplements like Citracal calcium citrate with vitamin D slow release could enhance their product offerings, as health-conscious shoppers often seek additional nutritional benefits. By highlighting such features, Ripple could attract a broader audience and solidify its place in the non-dairy market.