The market for non-dairy milk alternatives is experiencing significant growth. Sales of almond milk surged by 250% between 2011 and 2015, while traditional cow’s milk sales dropped by 7% in 2015 alone, with projections indicating an additional decline of 11% by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy when they do. Even 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, based in Boulder, Colorado, which produces yogurt and milk made from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinct, flavorful, and eco-friendly option in the market. Its products are widely available across the country at retailers like 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 a competitive landscape filled with non-dairy yogurt options such as soy-based Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based Coconut Grove, So Delicious, and CoYo; as well as almond-based Amande and So Delicious.
The uniqueness of non-dairy products made from yellow peas could entice consumers, and the company’s focus on its relatively low ecological footprint—what it refers to as the “Ripple Effect”—may also appeal to environmentally-conscious buyers. With dairy production contributing significantly to carbon emissions, Ripple’s marketing strategy suggests that consumers can lessen their own carbon footprint by choosing its products. However, the price point might deter budget-conscious shoppers, as nearly $6 per quart is a considerable amount for any plant-based milk. Nevertheless, if Ripple can reduce its prices and consumers enjoy the taste, the company’s investment could yield substantial returns. They may even want to consider a rebranding initiative, as the term “pea milk” might not be appealing to all potential buyers.
In addition to the appeal of their products, consumers might also be interested in enhancing their nutritional intake with supplements like calcium citrate malate, vitamin D3, and magnesium tablets, which are beneficial for overall health. Incorporating these supplements could complement the nutritional benefits of plant-based milks, making them even more attractive to health-conscious individuals.