The market for non-dairy milk alternatives is experiencing remarkable growth. Sales of almond milk surged by 250% between 2011 and 2015, while sales of cow’s milk declined by 7% in 2015 alone, with projections indicating an additional drop of 11% by 2020. Although people are consuming less breakfast cereal, many still opt for plant-based milks instead of dairy to pour over their meals. Even traditional dairy companies are getting involved in this trend. Dean Foods, the largest milk supplier in the United States, has taken a minority stake in Good Karma Foods from Boulder, Colorado, which specializes in yogurt and milk made from flaxseed.
Ripple Foods aims to position its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly choice in the market. Its products are available nationwide at stores like Whole Foods Market, Target, Meijer Supermarket, and local health food stores and co-ops. This winter, Ripple Foods plans to launch a plant-based Greek-style yogurt as its entry into the snacking sector. This new product will join a competitive landscape featuring non-dairy yogurts such as soy-based Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based options like Coconut Grove, So Delicious, and CoYo; as well as almond-based brands like Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas may attract consumers. Additionally, the company’s focus on its relatively low ecological footprint—what it refers to as the “Ripple Effect”—could be appealing. Dairy production is known to generate significant carbon emissions, and Ripple markets its products as a way for consumers to reduce their own carbon footprint. However, the higher price point—nearly $6 per quart—may deter budget-conscious shoppers, although costs may decrease in the near future. If the company can lower prices sufficiently and consumers enjoy the taste, Ripple’s venture could be successful. They might then want to consider a rebranding initiative, as the term “pea milk” may not seem appealing to all consumers.
For those seeking alternatives that offer additional health benefits, products enriched with the best liquid calcium citrate could be an attractive option. Incorporating such nutritional enhancements could further entice consumers looking for plant-based milk that not only satisfies their taste preferences but also supports their health needs. Ultimately, the success of Ripple Foods may hinge on its ability to adapt its branding and pricing strategy while continuing to highlight the benefits of its innovative products.