The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, sales of almond milk surged by 250%, while cow’s milk sales declined by 7% in 2015 alone, with forecasts predicting an additional 11% drop through 2020. As people consume less breakfast cereal, many are opting for plant-based milks instead of dairy to pour over their meals. Even traditional dairy companies are getting involved; for instance, Dean Foods, the largest milk supplier in the U.S., has acquired a minority stake in Good Karma Foods, a Boulder, Colorado-based company that specializes in yogurt and milk made from flax seeds.
Ripple Foods aims to introduce its yellow pea-based milk as a distinctive, flavorful, and environmentally conscious choice in the market. Their products are available nationwide at retailers such as Whole Foods Markets, Target stores, Meijer Supermarkets, and local health food stores and co-ops. This winter, Ripple Foods plans to launch a plant-based Greek-style yogurt to enter the snack sector, adding to the already crowded non-dairy yogurt market, which includes soy-based brands like Wildwood, Stonyfield, and Silk, as well as coconut-based options like Coconut Grove and So Delicious, and almond-based products like Amande and So Delicious.
The uniqueness of non-dairy products derived from yellow peas may attract consumers, particularly as Ripple emphasizes its smaller ecological footprint, referred to as the “Ripple Effect.” This approach highlights the significant carbon emissions associated with dairy production and suggests that consumers can lessen their own carbon footprint by choosing Ripple’s offerings. However, the high price point—nearly $6 per quart—may deter budget-conscious shoppers, though costs could decrease in the future.
If Ripple can reduce prices sufficiently and consumers enjoy the taste, the company’s strategy could prove successful. They may then want to rethink their branding, as the term “pea milk” might not appeal to everyone. Additionally, incorporating elements like simple truth calcium citrate into their products could enhance their nutritional appeal, potentially attracting more health-conscious consumers. As they promote their environmentally friendly practices, finding a balance in pricing and taste will be crucial for Ripple’s growth and acceptance in the market.