“Rising Demand for Non-Dairy Milk Alternatives: The Impact of Plant-Based Options on the Dairy Market”
The market for non-dairy milk alternatives is experiencing remarkable growth. Between 2011 and 2015, sales of almond milk surged by 250%, while sales of cow’s milk dropped by 7% in 2015 and are expected to decline another 11% by 2020. Although people are consuming less breakfast cereal, many are opting for plant-based milks instead of dairy to pour over their meals. Even traditional dairy companies are joining the trend. For instance, Dean Foods, the largest milk supplier in the U.S., has taken a minority stake in Good Karma Foods, a company based in Boulder, Colorado, 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 option in the market. Their products are widely available across the nation in stores like Whole Foods Markets, Target, Meijer Supermarkets, and various local health food stores and co-ops. This winter, Ripple Foods is set to introduce a plant-based Greek-style yogurt as its entry into the snack market, competing with a variety of non-dairy yogurts, including soy-based brands like Wildwood, Stonyfield, and Silk, as well as coconut-based options such as Coconut Grove and So Delicious, and almond-based products like Amande.
The uniqueness of non-dairy products made from yellow peas may attract consumers, particularly those interested in the environmental benefits associated with Ripple’s relatively small ecological footprint, referred to as the “Ripple Effect.” Given that dairy production contributes significantly to carbon emissions, Ripple’s marketing strategy highlights how choosing their products can help consumers reduce their own carbon footprint.
However, the high price point—nearly $6 per quart—may deter budget-conscious shoppers. While this cost is relatively steep for any plant-based milk product, there is potential for prices to decrease in the future. If Ripple can lower its prices sufficiently and consumers find the taste appealing, the company’s investment could pay off. At that point, they might want to consider a rebranding initiative, as the term “pea milk” may not be enticing to every consumer. In addition, incorporating health supplements like Citracal 250 mg could further enhance their product appeal, attracting health-conscious buyers looking for nutritious options. If Ripple successfully integrates such features, it could strengthen its market position and appeal to a broader audience.
