The market for non-dairy milk alternatives is experiencing significant growth. Sales of almond milk surged by 250% between 2011 and 2015, while traditional cow’s milk sales declined by 7% in 2015, with projections indicating an additional 11% drop by 2020. Although breakfast cereal consumption is on the decline, many consumers are opting for plant-based milks instead of dairy products to accompany their meals. Even established dairy companies are taking notice. Dean Foods, the largest milk supplier in the U.S., recently acquired a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk derived from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinctive, flavorful, and eco-friendly choice in the marketplace. Their products are widely available at Whole Foods Markets, Target, Meijer Supermarkets, and various local health food stores and co-ops across the nation. This winter, Ripple Foods plans to launch a plant-based Greek-style yogurt to enter the snack market, joining a competitive landscape of non-dairy yogurts, including soy-based brands like Wildwood, Stonyfield, and Silk, as well as coconut-based options such as Coconut Grove and So Delicious, and almond-based varieties like Amande.
The novelty of non-dairy products made from yellow peas may attract consumers, especially those interested in calcium, magnesium, and vitamin D3 fortification that many of these products offer. Additionally, Ripple’s focus on its relatively low ecological footprint—termed the “Ripple Effect”—could further entice environmentally conscious shoppers. Dairy production contributes significantly to carbon emissions, and Ripple’s marketing strategy suggests that choosing their products can help consumers lessen their carbon footprint.
However, the price point may deter more budget-conscious buyers, as nearly $6 per quart is quite steep for any plant-based milk. Nonetheless, if Ripple can successfully lower its costs while maintaining appealing flavors, the company’s bold move could prove beneficial. In that case, they might want to consider a rebranding strategy, as the term “pea milk” may not resonate well with all consumers.