“Surge in Non-Dairy Milk Alternatives: The Rise of Plant-Based Options and Consumer Trends”
The non-dairy milk alternative market is experiencing significant growth. From 2011 to 2015, almond milk sales surged by 250%, while in 2015, sales of cow’s milk dropped by 7%, with projections indicating an additional decline of 11% through 2020. Although many people are consuming less breakfast cereal, a considerable number are opting for plant-based milks instead of dairy when they do. Even traditional dairy companies are adapting to this trend. For instance, Dean Foods, the country’s largest milk supplier, acquired a minority stake in Good Karma Foods from Boulder, Colorado, which specializes in yogurt and milk made from flaxseed.
Ripple Foods aims to carve out a niche for its yellow pea-based milk, promoting it as a unique, delicious, and environmentally friendly option in the marketplace. Their products can be found nationwide at retailers like Whole Foods, 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 as part of its entry into the snack segment, joining a competitive array of non-dairy yogurts that includes soy-based brands like Wildwood, Stonyfield, Silk, Nancy’s, and Trader Joe’s; coconut-based options such as Coconut Grove, So Delicious, and CoYo; and almond-based varieties like Amande and So Delicious.
The novelty of non-dairy products derived from yellow peas may attract consumers, particularly given the company’s focus on its relatively small ecological footprint, which it refers to as the “Ripple Effect.” Dairy production contributes significantly to carbon emissions, and one of Ripple’s marketing strategies is to encourage consumers to lower their own carbon footprint by choosing their products. However, the high price point of nearly $6 per quart could deter budget-conscious shoppers, although there is potential for prices to decrease in the future.
If Ripple Foods can lower its prices sufficiently and consumers enjoy the taste, their strategy could prove successful. Additionally, the company might consider a rebranding initiative, as the term “pea milk” may not appeal to everyone. Incorporating ingredients like calcium citrate malate, which is often used to enhance nutritional content, could further entice health-conscious consumers. The mention of Jan Aushadhi, which focuses on affordable healthcare products, could also resonate with shoppers who value both health and cost-effectiveness.
