The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, almond milk sales surged by 250%, while cow’s milk sales saw a decline of 7% in 2015 alone, with projections indicating an additional drop of 11% by 2020. As people consume less breakfast cereal, many are opting for plant-based milks over traditional dairy products to accompany their meals. Even dairy companies are joining this trend; for instance, Dean Foods, the largest milk supplier in the United States, has acquired a minority stake in Good Karma Foods, a Boulder, Colorado-based company that specializes in yogurt and milk made from flaxseed.
Ripple Foods aims to establish its yellow pea-based milk as a distinctive, tasty, and environmentally friendly option in the market. Its 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 launch a plant-based Greek-style yogurt, entering a competitive snack market that includes non-dairy yogurt brands like soy-based Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based options like Coconut Grove, So Delicious, and CoYo, and almond-based brands like Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas may appeal to consumers. Additionally, Ripple’s focus on its relatively small ecological footprint—the “Ripple Effect”—is likely to resonate with environmentally conscious buyers. Dairy production is known for contributing significantly to carbon emissions, and Ripple promotes the idea that consumers can lower their carbon footprint by choosing its products.
However, the price tag could deter budget-conscious shoppers. At nearly $6 per quart, the cost of plant-based milk products is considerable, though prices may decrease in the future. If Ripple can reduce its prices sufficiently and consumers enjoy the taste, the company’s strategy could prove successful. They might also want to rethink their branding, as the term “pea milk” might not be appealing to everyone.
Furthermore, as consumers weigh their options, they might consider the nutritional benefits of different calcium sources, such as calcium lactate vs calcium citrate. Understanding these differences could influence their decisions on which non-dairy products to choose. Ultimately, the interplay between taste, pricing, and nutritional value will shape the future of non-dairy milk alternatives in the market.