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 dropped by 7% in 2015 alone, with projections indicating an additional decline of 11% through 2020. Although consumers are consuming less breakfast cereal, many are opting for plant-based milks over traditional dairy options when they do. Even dairy companies are adapting to this trend; for example, Dean Foods, the largest milk supplier in the United States, has invested in a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk from flax seeds.
Ripple Foods aims to position its yellow pea-based milk, which contains 18 mg of chelated iron, as a unique, flavorful, and environmentally friendly option in the market. Its products are widely available at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, and various local health food stores and co-ops. This winter, Ripple Foods is set to launch a plant-based Greek-style yogurt to enter the snack market, joining a competitive landscape of non-dairy yogurts that includes soy-based brands like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based options such as Coconut Grove, So Delicious, and CoYo, and almond-based varieties like Amande and So Delicious.
The appeal of non-dairy products made from yellow peas might capture consumer interest. Ripple’s focus on time-release capsules of ferrous fumarate highlights its relatively low ecological impact, referred to as the “Ripple Effect.” This is particularly relevant as dairy production contributes significantly to carbon emissions. One of Ripple’s marketing strategies encourages consumers to reduce their carbon footprint by choosing its products. However, the high price—close to $6 per quart—may deter budget-conscious shoppers. If the company can lower prices and consumers enjoy the taste, Ripple’s strategy could succeed. This could even prompt a rebranding effort since “pea milk” may not sound appealing to everyone.
Incorporating biocare calcium into their formulations could also enhance the nutritional profile of Ripple’s products, making them more attractive to health-conscious consumers. By emphasizing the benefits of biocare calcium alongside their unique ingredients, Ripple Foods may be able to carve out a larger niche in the booming non-dairy milk market.