20 14- 12-23 global short message

NFC juice products originated in Europe and America and rose in the late 1990s. Around 2007, NFC juice began to enter the domestic market, mainly products from Australia and Germany, and first entered domestic first-tier cities such as North, Shanghai, Guangzhou and Shenzhen. At present, NFC juice includes three camps, one is imported NFC juice, the other is several major domestic producers, and the third is small manual workshops with certain regional resource advantages.

The market size of the whole juice industry is about 30 billion yuan, but the annual growth rate of juice consumption is declining, and the market needs to tap new growth points. Just as milk products are gradually moving towards the high-end route, NFC juice also represents the high-end trend in the juice field.

Compared with the market capacity of 100% juice of 2 billion yuan, the current market scale of NFC juice is not large, but the industry trend it represents cannot be underestimated. "We can compare with foreign markets. At present, the consumption ratio of fruit juice and fresh fruit in the American market is 78: 22. They have a mature consumption habit of using fruit juice as breakfast drink, but in China it is 65,438+00: 90. The market of this healthy and nutritious fruit juice product needs to be developed in the future.

In addition to foreign consumption habits, there are two important reasons for the development of NFC juice. First, with the continuous enrichment of low-temperature yogurt, pasteurized milk, low-temperature lactic acid bacteria and other products, the tentacles of cold chain logistics have been continuously extended, and the cold chain shelves in Shang Chao are also expanding in a large area. Second, the disposable income of domestic consumers has become higher, the affluent class is younger, and the acceptance of products is higher.

However, consumers' cognition of NFC juice is very vague at present. NFC is non-concentrated recycled juice, not ordinary 100% juice, which is difficult for ordinary consumers to distinguish, and its price is twice as high as that of ordinary juice, which makes some consumers flinch. At present, consumers still only look at the date of production and have not learned to look at the ingredient list. The biggest feature of NFC juice is that it realizes zero addition of food under the condition of extremely short shelf life.

The difference between NFC juice and 100% juice: "10 tons of fresh orange 1 ton of concentrated juice, 9 tons of water reduced to 100% orange juice, while NFC juice is made of 2.5 tons of fresh orange, the ratio is about 2.5: 1. However, at present,

The most critical issue is consumer education. Because the current sales volume of this product is small, neither manufacturers nor countries will vigorously promote it. Although a large number of people in China began to pay attention to NFC juice because of the pursuit of low sugar, health and freshness, it has not yet entered household consumption. This category will eventually return to the family, because fruit juice is generally a family and dining meal abroad, and you can sit down and drink it, but the fruit juice consumed in China is a ready-to-drink drink, and it will eventually be served on the table when it matures in the future. "

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