The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, sales of almond milk surged by an impressive 250%, while, in contrast, cow’s milk sales experienced a decline of 7% in 2015 alone, with further projections indicating an additional drop of 11% through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of traditional dairy products to complement their meals. Even established dairy companies are getting involved in this trend. Dean Foods, the largest milk supplier in the United States, has invested in a minority stake in Good Karma Foods, based in Boulder, Colorado, which specializes in yogurt and milk derived from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly option in the marketplace. Their products are available nationwide 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 introduce a plant-based Greek-style yogurt to tap into the snack market. This new offering will join a competitive landscape of non-dairy yogurts, which includes soy-based options like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based brands like Coconut Grove, So Delicious, and CoYo; as well as almond-based choices like Amande and So Delicious.
The novelty of yellow pea-based non-dairy products may attract consumers, especially with the company’s focus on its relatively small ecological footprint, which they refer to as the “Ripple Effect.” Dairy production is known for generating significant carbon emissions, and one of Ripple’s marketing strategies is to encourage consumers to reduce their own carbon footprint by choosing their products. However, the price point could deter budget-conscious shoppers, as nearly $6 per quart for any plant-based milk product may seem steep, though costs could potentially decrease in the future.
If Ripple Foods can lower the price sufficiently and consumers find the taste appealing, their strategy could succeed. In that case, they may want to consider a rebranding initiative since the term “pea milk” may not be enticing to all consumers. Additionally, these non-dairy options can also fortify the diet with essential nutrients, such as calcium, which is crucial for bone health. Solgar offers a range of supplements that can complement these alternative milks, ensuring consumers meet their daily calcium requirements while enjoying the benefits of plant-based nutrition.