The market for non-dairy milk alternatives is experiencing rapid growth. Between 2011 and 2015, almond milk sales surged by 250%, while traditional cow’s milk sales declined by 7% in 2015 alone, with an anticipated further drop of 11% by 2020. Although people are consuming less breakfast cereal, those who do are increasingly opting for plant-based milks rather than dairy options to pour over their meals. Even 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 from Boulder, Colorado, known for its yogurt and milk made from flax seeds.
Ripple Foods is aiming to introduce its yellow pea-based milk as a distinctive, flavorful, and environmentally friendly option in the market. Their products are available nationwide 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 launch a plant-based Greek-style yogurt to enter the snack market, joining an array of non-dairy yogurts, including soy-based brands like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based options like Coconut Grove, So Delicious, and CoYo, and almond-based products like Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas could intrigue consumers, particularly as the company highlights its relatively small ecological footprint, referred to as the “Ripple Effect.” Dairy production is known for significant carbon emissions, and one of Ripple’s marketing strategies is to encourage consumers to lower their carbon footprint by choosing their products. However, the price point may deter budget-conscious shoppers, with plant-based milk costing nearly $6 per quart, although prices may decrease in the future.
If Ripple can reduce its prices sufficiently and consumers enjoy the taste, the company’s gamble could pay off. They might also consider a rebranding initiative, as the term “pea milk” may not appeal to everyone. It’s worth noting that products like Ripple’s yellow pea milk can offer a source of calcium citrate, which is considered safe for consumption, further enhancing its appeal to health-conscious consumers.