The market for non-dairy milk alternatives is experiencing significant 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 11% drop by 2020. Although people are consuming less breakfast cereal, many still opt for plant-based milks over dairy options to enhance their meals. Even traditional dairy companies are diversifying their portfolios; for instance, Dean Foods, the largest milk supplier in the United States, has acquired a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk made from flax seeds.
Ripple Foods aims to distinguish its yellow pea-based milk as a unique, flavorful, and environmentally conscious choice in the marketplace. Their products are widely available at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, 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 snack segment, joining a competitive landscape of non-dairy yogurts including soy-based options like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based brands such as Coconut Grove, So Delicious, and CoYo; as well as almond-based products like Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may pique consumer interest. Additionally, the company’s focus on its relatively small ecological footprint—what they call the “Ripple Effect”—is likely to attract environmentally conscious shoppers. Dairy production is a significant source of carbon emissions, and Ripple’s marketing strategy suggests that choosing their products can help consumers reduce their own carbon footprint. However, the price point could deter budget-minded shoppers, as nearly $6 per quart is quite steep for any plant-based milk. If Ripple Foods succeeds in lowering prices and consumers enjoy the flavor, this could turn out to be a winning strategy. They might even consider a rebranding effort since the term “pea milk” might not appeal to everyone.
Moreover, incorporating nutritional benefits such as those found in Jamieson calcium citrate might further enhance the appeal of their products, providing an additional selling point that could capture the attention of health-conscious consumers. By promoting both taste and health benefits, Ripple could strengthen its market position and attract a broader audience.