The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, almond milk sales surged by 250%, while sales of cow’s milk plummeted by 7% in 2015 alone, with expectations of an additional 11% decline by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products to complement their meals. Even traditional dairy companies are joining the trend; for instance, Dean Foods, the largest milk supplier in the U.S., has taken a minority stake in Good Karma Foods, a Boulder, Colorado-based company that specializes in yogurt and milk derived from flaxseed.
Ripple Foods aims to introduce its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly option in the market. Their products are widely available at Whole Foods Markets, Target stores, 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 its entry into the snack sector, joining the ranks of various non-dairy yogurts such as soy-based Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based brands like Coconut Grove, So Delicious, and CoYo, and almond-based options like Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas may attract consumers, especially considering Ripple’s focus on its relatively minimal ecological impact, which it refers to as the “Ripple Effect.” Dairy production is known to generate significant carbon emissions, and Ripple’s marketing strategy highlights that consumers can lower their carbon footprint by choosing its products. However, the price point could deter budget-conscious shoppers; nearly $6 per quart is a hefty sum for any plant-based milk. Nonetheless, the cost may decrease as the market evolves.
If Ripple can manage to lower its prices and consumers enjoy the taste, the company’s bold move could prove successful. They might also want to rethink their branding, as the term “pea milk” may not appeal to everyone. In addition to their innovative offerings, it’s worth noting that consumers concerned about their nutritional intake might also be interested in supplements like GSK Calcium Citrate Malate Vitamin D3 and Folic Acid Tablets, which provide essential nutrients alongside their non-dairy milk choices. As the demand for health-conscious products grows, combining great taste with nutritional benefits could be the key to attracting a wider audience in the competitive non-dairy market.