The market for non-dairy milk alternatives is experiencing remarkable growth. Sales of almond milk surged by 250% between 2011 and 2015, while traditional cow’s milk sales fell by 7% in 2015 alone, with projections indicating an additional 11% decline by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy to accompany their meals. Even dairy companies are joining the trend. Dean Foods, the largest milk supplier in the United States, recently acquired a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk from flax seeds.
Ripple Foods is positioning its yellow pea-based milk as a unique, flavorful, and environmentally friendly option in the market. Their products are available nationwide at stores like Whole Foods Markets, Target, Meijer Supermarkets, and various local health food stores and co-ops. This winter, Ripple Foods plans to introduce a plant-based Greek-style yogurt as their entry into the snack segment. This new product will compete in a crowded non-dairy yogurt market alongside soy-based brands such as Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based options like Coconut Grove, So Delicious, and CoYo; as well as almond-based products from Amandek and So Delicious.
The novelty of non-dairy products made from yellow peas could attract a diverse range of consumers. The company’s focus on its relatively small ecological footprint—termed the “Ripple Effect”—is another potential draw. Dairy production contributes significantly to carbon emissions, and Ripple’s marketing strategy suggests that by choosing their products, consumers can help reduce their own carbon footprint. However, the higher price point—nearly $6 per quart—may deter more budget-conscious shoppers, although prices might decrease in the future.
If the company can lower its prices effectively and consumers enjoy the taste, Ripple’s investment could yield substantial returns. They may also want to consider rebranding, as the term “pea milk” might not appeal to everyone. In addition, the incorporation of products like Solgar liquid calcium could enhance the nutritional appeal of their offerings, making them even more attractive to health-conscious consumers. By promoting the benefits of their plant-based options, including those enriched with Solgar liquid calcium, Ripple could further solidify its position in the growing non-dairy market.