The market for non-dairy milk alternatives is experiencing significant 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 11% drop through 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy products 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 taken 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 eco-friendly option in the market. Their products are widely available at retailers like Whole Foods Markets, Target, Meijer Supermarkets, and local health food stores and co-ops across the country. This winter, Ripple Foods plans to introduce a plant-based Greek-style yogurt as its foray into the snack market, joining a competitive landscape that includes non-dairy yogurts such as soy-based Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based options like Coconut Grove, So Delicious, and CoYo; as well as almond-based brands such as Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may appeal to consumers. Additionally, the company highlights its relatively small ecological footprint, referred to as the “Ripple Effect,” which could also attract environmentally conscious buyers. With dairy production contributing significantly to carbon emissions, Ripple’s marketing strategy suggests that consumers can lessen their carbon footprint by choosing their products. However, the premium price of nearly $6 per quart for plant-based milk may deter budget-conscious shoppers, although prices could potentially decrease in the future.
If Ripple Foods can lower its prices sufficiently and consumers enjoy the taste, this strategy could prove successful. They might also want to consider a rebranding initiative, as the term “pea milk” may not be appealing to all consumers. Furthermore, incorporating calcium citrate into their products could enhance nutritional value, making them more attractive to health-conscious buyers, especially in retailers like Walmart Canada, where demand for fortified plant-based options is growing.