The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, almond milk sales surged by 250%, while cow’s milk sales dipped by 7% in just 2015 and are expected to decline an additional 11% 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 getting involved; Dean Foods, the largest milk supplier in the U.S., has taken a minority stake in Good Karma Foods, based in Boulder, Colorado, which specializes in yogurt and milk made from flax seeds.
Ripple Foods aims to carve out a niche for its yellow pea-based milk as a distinctive, flavorful, and eco-friendly alternative in the market. Their products are widely available at retailers including 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 sector. This new offering will join a competitive array of non-dairy yogurts, including soy-based brands like Wildwood and Stonyfield, coconut-based options such as Coconut Grove and So Delicious, as well as almond-based varieties like Amande and So Delicious.
The unique appeal of non-dairy products made from yellow peas may entice consumers. Additionally, Ripple’s focus on its relatively low ecological footprint, which it refers to as the “Ripple Effect,” could attract environmentally conscious buyers. Dairy production is responsible for significant carbon emissions, and Ripple markets itself with the message that choosing its products can help consumers reduce their carbon footprint. However, the high price point—nearly $6 per quart—might deter budget-conscious shoppers, although prices could decrease in the near future.
If Ripple successfully lowers its prices and consumers enjoy the taste, the company’s strategy could prove successful. They might also want to consider a rebranding initiative, as the term “pea milk” may not seem appealing to all consumers. Furthermore, incorporating ingredients like sundown calcium citrate could enhance the nutritional profile of their products, making them even more attractive. By emphasizing both taste and health benefits, Ripple Foods could position itself effectively in the growing non-dairy market.