谁在押注HPP冷萃茶？盒马、胖东来、Olé入场

Core Insights - HPP cold brew tea is emerging as a new product category in refrigerated shelves, traditionally dominated by milk, yogurt, and juice, leveraging high-pressure processing (HPP) technology to extend shelf life to 90 days while maintaining freshness [1][5][20] - The product has gained significant consumer acceptance, with high ratings on platforms like Hema and Pupu, indicating a strong market demand [1][3] - The cold brew tea market is projected to see explosive growth, with sales expected to increase by 261% and volume by 68% from 2024 to 2025 [3][20] Product Characteristics - HPP cold brew tea combines visible tea leaves with a filter to prevent ingestion, and its ingredient list is minimal, consisting only of water and tea leaves, which appeals to health-conscious consumers [1][10] - The product requires refrigeration at 0-8°C and has a shelf life of 90 days, contrasting with traditional teas that often have longer shelf lives [1][10] - HPP technology effectively eliminates harmful microorganisms, allowing the tea to be marketed as safe for consumption even after extended periods [5][7] Market Dynamics - Major retailers like Hema, Pupu, and others are introducing their own HPP cold brew tea products, indicating a growing trend in the beverage industry [12][16] - The pricing strategy positions HPP cold brew tea as a premium product, with prices ranging from 5 to 9 yuan per bottle, which is significantly higher than traditional unsweetened teas [10][23] - The target demographic for HPP cold brew tea is primarily Gen Z consumers, who are more open to trying innovative products [25][26] Challenges and Opportunities - The HPP cold brew tea segment faces challenges such as high production costs and the need for a fully industrialized production process, which currently involves manual labor [21][23] - Despite the challenges, the product represents a shift towards fresher, more natural beverage options, aligning with consumer trends favoring quality and health [26]