With the rise of consumption level, people are more and more particular about diet and have more and more requirements. NFC juice is a product invented under such a general trend. It is the juice squeezed out after fresh original fruit is washed, instantly sterilized and directly filled.
NFC juice is very popular in Europe, America, Japan, South Korea and other countries and regions, and people have fixed consumption habits. In the United States, Japan and Europe, the share of NFC juice is about 50%, and that of Britain is as high as 70%. However, the domestic market share of NFC juice is much lower, only 1%, far lower than that of Europe and America.
Second, why is the domestic share of NFC juice so low?
NFC juice is famous for its freshness, health and nutrition, and it is developing rapidly in the international market. However, its market share in China has never increased. Why?
1, the price is higher.
In China, fruits and Chinese fruits have long occupied a large market share in the juice industry. Compared with the higher-priced NFC juice, the retail price of low fruit is relatively low, which is easy for consumers to accept. Most China fruits are mainly packaged in Zhong Da, which is cost-effective. After the appearance of NFC juice, consumers just regard it as a higher-end juice drink. Many people think that it is better to buy a bag of fruit than to spend more than ten dollars to buy a small bottle of juice.
2. Differences in eating habits
Consumers in China don't have the habit of drinking juice with meals. They mainly drink tea, wine and drinks. This is because in foreign countries, fruit juice is used as a dietary supplement in the absence of fresh fruits, while in China, vegetables and fruits are very abundant, and eating fruits after meals has become our daily habit.
3. awkward consumption scene
The best-selling channels of NFC juice are cafes, western restaurants and high-end clubs, which are often consumed as fast food and meal replacement partners, but the scene is very small. In the consumption of Chinese restaurants and daily convenience stores, consumers will not give priority to NFC juice in the face of a variety of drinks. In other consumption scenarios, the probability of NFC juice appearing is even smaller. After all, the price is there. It can be seen that NFC juice is not a necessity in the consumption scene, and it does not have more fans like fat house pistachio water and milk tea.
4. Taste defects
The taste of NFC juice also has some disadvantages, especially citrus flavor. After juicing, sterilization and other processing, bitter substances such as limonin cause taste variation, which makes many freshly squeezed orange juice slightly bitter than fresh orange. It is difficult for consumers who are used to drinking low-concentration juice to accept the taste of NFC juice.
5, the shelf life is short
NFC juice lacking additives is destined to have a short shelf life, usually around 45 days. Not only that, NFC juice needs cold chain in the whole transportation and sales process; The shelf life is short and the whole cold chain needs a more complicated supply chain system. At the same time, the physical radius of cold chain logistics distribution is generally 300 to 500 kilometers, which means that NFC juice centered on factories can not go to a broader market, and the short shelf life also determines that products need faster turnover speed, otherwise the shelf life will only reach consumers for ten days, which also limits the development of NFC juice.
To sum up, it is normal that NFC juice is not popular in China. In order to occupy a higher market share, we need to find a correct development path.