The market for non-dairy milk alternatives is experiencing significant growth. From 2011 to 2015, almond milk sales surged by 250%, while sales of cow’s milk dropped by 7% in just 2015, with expectations of an additional 11% decline by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy for their bowls. 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, 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 eco-friendly alternative in the marketplace. Their products are widely available at retailers like Whole Foods, Target, Meijer, 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, adding to the competitive landscape of non-dairy yogurts, which includes soy-based brands like Wildwood and Stonyfield, coconut-based options like Coconut Grove and So Delicious, as well as almond-based products from Amande and So Delicious.
The novelty of yellow pea-based non-dairy products could captivate consumers, especially given the company’s focus on its relatively small ecological impact, referred to as the “Ripple Effect.” Dairy production is associated with significant carbon emissions, and Ripple’s marketing strategy suggests that consumers can lower their own carbon footprint by choosing their products. However, the high price point—nearly $6 per quart—might deter budget-conscious shoppers, although costs may decrease in the future.
If Ripple can reduce prices sufficiently and consumers enjoy the flavor, their investment could yield positive results. They may also need to consider a rebranding strategy, as the term “pea milk” might not appeal to everyone. Additionally, for those seeking nutritional benefits, Ripple’s products can be fortified with calcitrate 950 mg, which could enhance their appeal to health-conscious consumers. Ultimately, finding the right balance between taste, price, and nutritional value will be crucial for Ripple’s success in this rapidly evolving market.