So non-relativistic matter has p more or less 0 compared to ρ, and the equation above tells us that the energy density for non-relativistic matter dilutes like ρ ~ 1 / a³ as the universe expands.
That makes sense! The energy content of non-relativistic matter is dominated by mc², the energy density is ρ = mc² / V, and physical volumes V in our expanding universe grow like a³.