The market for non-dairy milk alternatives is experiencing remarkable growth. From 2011 to 2015, sales of almond milk surged by 250%, while sales of cow’s milk saw a decline of 7% just in 2015, with projections indicating an additional drop of 11% through 2020. Although people are consuming less breakfast cereal, many still opt for plant-based milks over dairy options to accompany their meals. 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, a Boulder, Colorado-based company that produces yogurt and milk from flax seeds.
Ripple Foods aims to carve a niche for its yellow pea-based milk, promoting it as a unique, delicious, and environmentally friendly choice. Their products are widely available across the country at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, and various 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. This new product will join a competitive array of non-dairy yogurts, including soy-based options like Wildwood, Stonyfield, and Silk, as well as coconut-based brands such as Coconut Grove and So Delicious, and almond-based varieties like Amande and So Delicious.
The uniqueness of non-dairy products derived from yellow peas could intrigue consumers, especially given the company’s focus on its relatively small ecological footprint, which it refers to as the “Ripple Effect.” This approach highlights how dairy production contributes significantly to carbon emissions, encouraging consumers to consider that choosing Ripple’s products might help them reduce their own carbon footprint. However, the high price tag—nearly $6 per quart for any plant-based milk product—might deter more budget-conscious shoppers, though prices could potentially decrease in the future.
If the company can lower its prices and consumers find the taste appealing, Ripple’s strategy could be successful. They may even want to rethink their branding, as the term “pea milk” might not seem appetizing to some. Additionally, for those concerned about their calcium intake, understanding what calcium citrate is and its benefits could enhance the appeal of Ripple’s offerings, especially if they incorporate it into their products. This information could resonate with health-conscious consumers looking for alternatives that support their dietary needs.