万物皆可HPP？HPP果汁扎堆，水果快不够用了

Core Viewpoint - The article discusses the rising popularity and pricing of HPP (High Pressure Processing) juice, particularly the red heart apple juice, which has become a trendy product in urban markets, leading to concerns about authenticity and marketing practices [1][2][13]. Group 1: HPP Juice Market Dynamics - HPP juice has gained significant traction, with prices soaring; a bottle can sell for 20 to 30 yuan, indicating a shift from premium to more accessible products [2][12]. - The global HPP juice market surpassed $5 billion by the end of 2022, while the overall juice market is projected to approach $400 billion by 2025, highlighting HPP juice as a niche segment [29]. - The production of HPP juice is limited by high-pressure processing equipment, which is expensive and restricts scalability, making it challenging to lower prices [37]. Group 2: Authenticity and Consumer Perception - There are concerns about the authenticity of red heart apple juice, with some products marketed as HPP but produced using different methods, leading to consumer skepticism [4][38]. - The article emphasizes that many consumers are willing to pay a premium for what they believe to be high-quality, authentic products, but may end up with subpar alternatives [14][46]. - The marketing of "0 additives" has become a selling point, but the article questions the validity of such claims, suggesting that safety and taste should not be overshadowed by marketing gimmicks [19][20]. Group 3: Production Challenges - Red heart apples are difficult to cultivate, requiring a long growth period, which limits the availability of authentic products in the market [12][10]. - The article notes that many manufacturers resort to sourcing concentrated juice from abroad to meet rising demand, which may compromise the perceived quality of the product [13][38]. - The production process for HPP juice is complex, requiring careful handling and transportation to maintain freshness, which adds to the challenges faced by producers [37][41].