The market for non-dairy milk alternatives is experiencing significant growth. Between 2011 and 2015, sales of almond milk surged by 250%, while sales of cow’s milk declined by 7% in 2015, with projections indicating an additional 11% drop by 2020. Although breakfast cereal consumption is decreasing, many consumers are still opting for plant-based milks instead of dairy products to top their cereals. 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 from flax seeds.
Ripple Foods aims to establish its yellow pea-based milk as a distinctive, flavorful, and environmentally sustainable option in the marketplace. Their products are widely available across the country at retailers such as Whole Foods Markets, Target, Meijer Supermarkets, and local health food stores and co-ops. This winter, Ripple Foods plans to introduce a plant-based Greek-style yogurt, expanding its presence in the snack market. This new offering will join a competitive array of non-dairy yogurts, including soy-based options like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s, as well as coconut-based brands such as Coconut Grove, So Delicious, and CoYo, and almond-based choices like Amande and So Delicious.
The novelty of non-dairy products made from yellow peas may capture consumer interest. Furthermore, the company’s focus on its relatively small ecological footprint, referred to as the “Ripple Effect,” is likely to resonate with environmentally conscious shoppers. Dairy production is associated with high carbon emissions, and Ripple effectively markets the idea that choosing its products can help consumers reduce their own carbon footprints. However, price sensitivity might deter budget-conscious shoppers, as nearly $6 per quart is quite steep for any plant-based milk. Nevertheless, if Ripple can lower its prices and consumers enjoy the taste, the company’s strategy could prove successful.
Additionally, Ripple Foods could also highlight the nutritional benefits of its products, particularly the presence of calcium citrate and magnesium glycinate, which may appeal to health-focused consumers. If the company can effectively communicate these benefits while also considering a rebranding effort—since the term “pea milk” might not sound appetizing to everyone—it could enhance its market appeal.