The market for non-dairy milk alternatives is experiencing significant growth. Almond milk sales surged by 250% between 2011 and 2015, whereas cow’s milk sales dropped by 7% in 2015 alone and are expected to decline an additional 11% by 2020. More individuals are opting for plant-based milks over traditional dairy products, even when consuming breakfast cereals. Dairy companies are also adapting to this trend; for instance, Dean Foods, the largest milk supplier in the U.S., acquired a minority stake in Karma Foods, a Boulder, Colorado-based brand that produces yogurt and milk made from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as an appealing, flavorful, and eco-friendly option in this expanding market. Their products can be found nationwide at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, as well as local health food stores and co-ops. This winter, Ripple Foods plans to launch a plant-based Greek-style yogurt as part of its entry into the snack sector. This new product will enter a competitive landscape filled with non-dairy yogurts, including soy-based options from Wildwood, Stonyfield, and Silk, as well as coconut-based brands like Coconut Grove, So Delicious, and CoYo, and almond-based selections from Amande and So Delicious.
The uniqueness of non-dairy products derived from yellow peas may appeal to consumers, especially with Ripple’s focus on its relatively small ecological footprint, or what they refer to as the “Ripple Effect.” Dairy production contributes significantly to carbon emissions, and Ripple’s marketing strategy emphasizes that choosing their products can help consumers reduce their carbon footprint. However, the price point may deter budget-conscious shoppers, with many plant-based milk products nearing $6 per quart. This price, including alternatives fortified with calcium citrate malate and vitamin D3, could potentially decrease in the future. If Ripple can lower its prices effectively while maintaining taste appeal, their investment may yield positive results. However, the term “pea milk” might not resonate well with all consumers, suggesting that a rebranding effort could be necessary as they seek to broaden their audience.