The market for non-dairy milk alternatives is experiencing remarkable growth. From 2011 to 2015, almond milk sales surged by 250%, while cow’s milk sales dropped by 7% in 2015 alone, with further projections indicating an 11% decline by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy when they do. Even traditional dairy companies are adapting to this trend; for instance, Dean Foods, the largest milk supplier in the U.S., has acquired a minority stake in Good Karma Foods in Boulder, Colorado, which specializes in yogurt and milk derived from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinct, flavorful, and eco-friendly option in the marketplace. The company’s 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 as its foray into the snack sector. This new offering will compete in a saturated market of non-dairy yogurts, including soy-based options like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based alternatives such as Coconut Grove, So Delicious, and CoYo; as well as almond-based brands like Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas may attract consumers, especially those who are health-conscious and familiar with supplements like Citracal without vitamin D. Ripple Foods also highlights its relatively small ecological footprint, which it refers to as the “Ripple Effect,” to appeal to environmentally aware consumers. As dairy production contributes significantly to carbon emissions, one of Ripple’s marketing strategies is to encourage consumers to lower their carbon footprint by choosing its products.
However, the high price point—nearly $6 per quart—could deter budget-conscious shoppers. While this cost may decrease in the future, if the company can effectively lower prices and consumers enjoy the flavor, Ripple’s venture could succeed. In that case, a rebranding might be worth considering, as the term “pea milk” might not sound appealing to everyone. Nevertheless, with the rising interest in alternatives like Citracal without vitamin D, the potential for growth in this sector remains significant.