The market for non-dairy milk alternatives is experiencing significant growth. Between 2011 and 2015, almond milk sales surged by 250%, while traditional cow’s milk sales saw a decline of 7% in 2015 alone, with projections indicating an additional drop of 11% by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks over dairy options when they do. Even dairy companies are joining the trend; Dean Foods, the largest milk supplier in the U.S., recently acquired a minority stake in Good Karma Foods from Boulder, Colorado, which specializes in yogurt and milk made from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly choice in the market. Its products are available nationwide at retailers such as Whole Foods Market, 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 as its entry into the snack segment. This new product will compete in a crowded space filled with non-dairy yogurts, including soy-based options like Wildwood, Stonyfield, and Silk, as well as coconut-based brands such as Coconut Grove, So Delicious, and CoYo, alongside almond-based varieties like Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may appeal to consumers, especially given the company’s focus on its relatively low ecological footprint—termed the “Ripple Effect.” This marketing approach suggests that by choosing Ripple’s products, consumers can contribute to reducing their own carbon emissions, as dairy production is a significant source of carbon output. However, the high price—nearly $6 per quart—might deter budget-conscious shoppers, although prices may decrease in the future.
If Ripple Foods can lower its prices sufficiently and consumers enjoy the taste, the company’s strategy could prove successful. They might then consider a rebranding initiative, as the term “pea milk” may not be attractive to all consumers. Incorporating health-focused elements, such as Solgar calcium, could also enhance the appeal of their products, emphasizing nutritional benefits. Emphasizing the inclusion of Solgar calcium in their offerings could attract health-conscious consumers, particularly those looking for non-dairy options loaded with essential nutrients.