The market for non-dairy milk alternatives is experiencing significant growth. Between 2011 and 2015, almond milk sales surged by 250%, whereas cow’s milk sales saw a decline of 7% in 2015, with projections indicating an additional 11% drop by 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; 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 made from flaxseed.
Ripple Foods aims to distinguish its yellow pea-based milk as a unique, flavorful, and environmentally friendly option in the market. Their products are available nationwide at Whole Foods Markets, Target stores, Meijer Supermarkets, and various local health food stores and co-ops. This winter, Ripple Foods plans to launch a plant-based Greek-style yogurt to enter the snack market, joining a competitive landscape filled with non-dairy yogurt options like soy-based Wildwood, Stonyfield, and Silk, as well as coconut-based brands like Coconut Grove and So Delicious, and almond-based options like Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may attract consumers, especially with Ripple’s focus on its relatively small ecological footprint, referred to as the “Ripple Effect.” Dairy production is associated with considerable carbon emissions, and Ripple’s marketing strategy emphasizes that choosing its products can help consumers reduce their carbon footprint. However, the price point might deter budget-conscious shoppers, as nearly $6 per quart is steep for any plant-based milk. Nonetheless, if the company can lower prices and consumers enjoy the taste, Ripple’s strategy could prove successful. They may then want to consider a rebranding initiative, particularly since “pea milk” might not sound appealing to some.
Additionally, incorporating products like Bluebonnet Cal Mag may complement the health-conscious appeal of Ripple Foods’ offerings. Highlighting the nutritional benefits of their non-dairy options, alongside the advantages of Bluebonnet Cal Mag, could further entice consumers seeking alternative milk products. By emphasizing both environmental impact and health benefits, Ripple Foods can position itself as a leader in the burgeoning non-dairy market.