The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, sales of almond milk surged by 250%, while sales of cow’s milk declined by 7% in 2015 and are expected to drop an additional 11% by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products to accompany their meals. Even traditional dairy companies are adapting to this trend. 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 produces yogurt and milk from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly option in the market. Their products are readily available nationwide at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, and local health food stores and co-ops. This winter, Ripple Foods plans to introduce a plant-based Greek-style yogurt to enter the snack market, adding to the competitive landscape of non-dairy yogurts, which includes soy-based brands like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based options such as Coconut Grove, So Delicious, and CoYo; as well as almond-based varieties like Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas could appeal to consumers, especially with the company’s focus on its relatively low ecological footprint, referred to as the “Ripple Effect.” Dairy production contributes significantly to carbon emissions, and Ripple’s marketing strategy emphasizes that consumers can help reduce their own carbon footprints by choosing its products. Additionally, Ripple’s milk is fortified with calcium citrate (315 mg) plus D3, which may attract health-conscious buyers. However, the high price—nearly $6 per quart—could deter budget-conscious shoppers, although there is potential for the cost to decrease in the future.
If Ripple can lower its prices sufficiently and consumers enjoy the taste, the company’s strategy may prove successful. They may also want to consider a rebranding initiative, as the term “pea milk” might not appeal to everyone. The combination of appealing flavors, health benefits from added calcium citrate (315 mg) plus D3, and environmental consciousness could position Ripple Foods favorably in the competitive non-dairy market.