The market for non-dairy milk alternatives is experiencing significant growth. From 2011 to 2015, sales of almond milk surged by 250%, while traditional cow’s milk sales declined by 7% in 2015 alone, with projections indicating an additional 11% drop through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products to accompany their meals. Even established dairy companies are adapting to this trend. Dean Foods, the largest milk supplier in the U.S., has acquired a minority stake in Good Karma Foods, based in Boulder, Colorado, which specializes in yogurt and milk made from flaxseed.
Ripple Foods aims to introduce its yellow pea-based milk as a distinct, flavorful, and environmentally friendly choice in the market. Their 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 plans to launch a plant-based Greek-style yogurt as a new entry into the snack market. This product will join a competitive array of non-dairy yogurts, including soy-based options like Wildwood and Silk, coconut-based varieties such as Coconut Grove and So Delicious, as well as almond-based brands like Amande.
The novelty of non-dairy products made from yellow peas could capture consumer interest. Ripple Foods also highlights its relatively small ecological footprint, which it refers to as the “Ripple Effect.” This marketing angle suggests that by choosing its products, consumers can help reduce their carbon footprint, as dairy production is known to generate significant carbon emissions. However, the price point may deter budget-conscious shoppers, with nearly $6 per quart being steep for any plant-based milk product, although prices may decrease in the future.
If Ripple Foods can lower its prices sufficiently and consumers enjoy the taste, the company’s venture could prove successful. They might also consider a rebranding strategy, as the term “pea milk” may not appeal to all consumers. Furthermore, integrating popular health products like Genestra Cal Mag Raspberry Liquid into their offerings could enhance their market position, appealing to health-conscious buyers. The combination of innovative products, sustainability messaging, and potential partnerships could create a strong foundation for Ripple Foods in the competitive non-dairy market.