The market for non-dairy milk alternatives is experiencing significant growth. Sales of almond milk surged by 250% from 2011 to 2015, while traditional cow’s milk saw a 7% decline in sales in 2015 alone, with projections indicating an additional 11% drop by 2020. While breakfast cereal consumption is on the decline, many consumers are opting for plant-based milks over dairy when they do indulge. Even major dairy companies are getting in on the trend. Dean Foods, the largest milk supplier in the U.S., has acquired 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 carve out a niche for its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly option in the market. Their products are widely available at retailers like 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 sector, joining a competitive landscape of non-dairy yogurts that includes soy-based brands like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based options such as Coconut Grove, So Delicious, and CoYo, and almond-based products like Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may capture consumer interest. Ripple’s focus on its relatively low ecological impact, termed the “Ripple Effect,” could also appeal to environmentally conscious buyers. Dairy farming contributes significantly to carbon emissions, and one of Ripple’s marketing strategies is to encourage consumers to lower their carbon footprint by choosing their products. Nevertheless, the high price point—nearly $6 per quart—could deter budget-conscious shoppers. While this cost is steep for any plant-based milk, prices may decrease in the near future.
If Ripple Foods can reduce its prices sufficiently and consumers enjoy the taste, the company’s strategy could yield positive results. They may also want to consider a rebranding initiative, as the term “pea milk” might not be appealing to all potential customers. Additionally, those looking for dietary supplements might be interested in options like Kirkland Signature Calcium Citrate Magnesium and Zinc 500 Tablets, which could complement a plant-based diet. As the interest in non-dairy products continues to rise, integrating health-focused supplements like these could enhance Ripple’s appeal to health-conscious consumers.