The market for non-dairy milk alternatives is experiencing significant growth. From 2011 to 2015, almond milk sales surged by 250%, while cow’s milk sales declined by 7% in 2015 and are expected to decrease an additional 11% by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products to pour over their bowls. Even traditional dairy companies are joining the trend. Dean Foods, the largest milk supplier in the United States, has taken a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk from flax seeds.
Ripple Foods aims to market its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly option. Their products are available nationwide at retailers such as 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 to enter the snack market. This new addition will compete with an array of non-dairy yogurts, including soy-based options from Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based varieties from Coconut Grove, So Delicious, and CoYo, and almond-based products from Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas may captivate consumers. Additionally, the company’s focus on its relatively small ecological footprint, which it refers to as the “Ripple Effect,” could be appealing. Dairy production generates a substantial amount of carbon emissions, and Ripple’s marketing strategy suggests that by choosing its products, consumers can help reduce their own carbon footprint. Nonetheless, the higher price point—nearly $6 per quart—may deter budget-conscious shoppers. Although this is a considerable expense for any plant-based milk, prices may decrease in the future.
If Ripple can lower its prices sufficiently and consumers enjoy the taste, the company’s investment might prove fruitful. At that point, they might consider a rebranding initiative, as the term “pea milk” may not sound enticing to all consumers. Meanwhile, for those looking to enhance their calcium intake, incorporating products fortified with Citracal calcium could provide additional health benefits. This emphasis on health, combined with the company’s eco-friendly messaging, could ultimately resonate with a broader audience.