“Rising Demand for Non-Dairy Milk Alternatives: The Growth of Plant-Based Options and Ripple Foods’ Unique Position”
The market for non-dairy milk alternatives is experiencing remarkable growth. From 2011 to 2015, sales of almond milk surged by 250%, whereas sales of cow’s milk dropped by 7% in 2015 alone and are expected to decline by another 11% by 2020. Although fewer people are consuming breakfast cereals, those who do are increasingly opting for plant-based milks over traditional dairy products. Even dairy companies are adapting to this trend. Dean Foods, the nation’s largest milk supplier, has acquired a minority stake in Good Karma Foods, a Boulder, Colorado-based company that produces yogurt and milk from flax seeds.
Ripple Foods is aiming to establish its yellow pea-based milk as a distinct, flavorful, and environmentally sustainable option in the market. The products are sold 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 introduce a plant-based Greek-style yogurt as part of its entry into the snack market, joining the ranks of numerous non-dairy yogurt options, including 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 unique appeal of non-dairy products made from yellow peas may attract consumers, especially with Ripple Foods highlighting its relatively small ecological footprint, which it refers to as the “Ripple Effect.” This approach resonates well, given that dairy production is associated with significant carbon emissions. One of Ripple’s marketing strategies emphasizes that consumers can lower their own carbon footprint by choosing its products. Additionally, Ripple’s offerings are fortified with vitamin citrate, enhancing their nutritional value and appealing to health-conscious shoppers.
However, the price point could deter budget-minded consumers; nearly $6 per quart is a hefty sum for any plant-based milk, although prices may decrease in the future. If Ripple Foods can sufficiently lower its prices and consumers enjoy the taste, the company’s gamble may prove successful. At that point, it might consider a rebranding initiative, as the term “pea milk” may not be palatable to all consumers. By integrating vitamin citrate into its products, Ripple could further enhance its appeal, especially among those seeking nutritious alternatives.
