The market for non-dairy milk alternatives is experiencing significant growth. Sales of almond milk surged by 250% from 2011 to 2015, while sales of cow’s milk dipped by 7% in just 2015 and are expected to decline another 11% by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy to pour over it. Even traditional dairy companies are getting involved. Dean Foods, the largest supplier of milk in the United States, has taken a minority stake in Good Karma Foods, a company based in Boulder, Colorado, that produces yogurt and milk from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinctive, flavorful, and eco-friendly option in the market. The company’s products are widely available at 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, marking its entry into the snack sector. This new product will join a competitive array of non-dairy yogurts, including soy-based brands like Wildwood and Stonyfield, coconut-based options like So Delicious and CoYo, and almond-based varieties such as Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas might attract consumers, particularly those interested in the relatively low ecological footprint that Ripple emphasizes, referred to as the “Ripple Effect.” With dairy production contributing significantly to carbon emissions, one of Ripple’s marketing strategies is to encourage consumers to lower their own carbon footprint by choosing its products. However, the price could be a deterrent for budget-conscious shoppers; nearly $6 per quart is steep for any plant-based milk product, although prices might decrease in the near future.
If Ripple can sufficiently lower its prices and consumers find the flavor appealing, the company’s venture could be successful. In that case, a rebranding effort might be warranted, as the term “pea milk” may not sound enticing to all consumers. Additionally, incorporating calcium citrate doses into their products could enhance their nutritional value and appeal to health-conscious buyers seeking alternatives that provide adequate calcium without dairy. By emphasizing both taste and health benefits, including the potential for calcium citrate doses, Ripple could capture a larger share of the market.