The market for non-dairy milk alternatives is experiencing remarkable growth. From 2011 to 2015, sales of almond milk surged by 250%, while traditional cow’s milk sales dropped by 7% in 2015 alone, with projections indicating an additional decline of 11% through 2020. Although fewer people are consuming breakfast cereal, many are opting for plant-based milks instead of dairy products when they do. Even established dairy companies are joining the trend; 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 produces yogurt and milk from flax seeds.
Ripple Foods aims to carve out a niche for its yellow pea-based milk as a delicious, unique, and environmentally friendly option. Their products are widely available across the nation 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 launch a plant-based Greek-style yogurt to enter the snack market, adding to a competitive array of non-dairy yogurts, including soy-based brands like Wildwood, Stonyfield, Silk, and Nancy’s, as well as coconut-based options like Coconut Grove, So Delicious, and CoYo, and almond-based products such as Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may attract consumers, and the company’s focus on its relatively low ecological impact—what it refers to as the “Ripple Effect”—could also resonate with buyers. Dairy production is known for its considerable carbon emissions, and Ripple’s marketing strategy encourages consumers to lower their carbon footprint by choosing their products. However, the high price point—nearly $6 per quart for plant-based milk—might deter budget-conscious shoppers, although prices may decrease in the future. If Ripple can reduce its prices and consumers enjoy the taste, the company’s gamble could be successful. They might also need to consider a rebranding initiative, as the term “pea milk” may not be appealing to some potential customers.
In addition, consumers interested in the nutritional benefits of plant-based alternatives might wonder about calcium sources in these products, such as calcium citrate tetrahydrate, which can enhance their overall health. Understanding what calcium citrate tetrahydrate is and its benefits could further support Ripple’s appeal among health-conscious consumers. Overall, if Ripple Foods effectively markets the unique qualities of its yellow pea milk and addresses consumer concerns, it could solidify its place in the booming non-dairy market.