Core Insights - HPP juice has gained significant popularity, with sales of HPP red heart apple juice at Hema increasing by 400% year-on-year in 2024, marking it as a top-selling product for three consecutive years [1][5] - The HPP (High Pressure Processing) technology represents a revolutionary advancement in the juice industry, allowing for better preservation of nutrients and flavors compared to traditional pasteurization methods [2][3] Industry Trends - The juice industry has evolved through various sterilization technologies, with HPP being the latest innovation that maintains the nutritional integrity of the juice while extending shelf life [2][3] - HPP juice has seen a 60% increase in product diversity over the past three years, with over 15 new SKUs introduced in 2024, catering to consumer demand for unique flavors [4] Market Dynamics - The rise of HPP juice is attributed to multiple factors, including health-conscious consumer trends, supply chain optimization, and changes in retail channels [13][15] - A survey indicated that 73.5% of consumers are willing to pay a premium for "natural and additive-free" beverages, positioning HPP juice as a leading choice in the health drink segment [13] Competitive Landscape - Brands like "If Juice," "North Ice Ocean," and "Weike Fresh" are actively launching new HPP juice products, contributing to the category's growth and popularity on e-commerce platforms [8][10] - Retailers such as Sam's Club and Pupu Supermarket are also entering the HPP juice market, with products like HPP kale juice achieving significant sales [12] Future Outlook - The global HPP juice market is projected to grow at a compound annual growth rate (CAGR) of 9.5% over the next five years, with the Chinese market expected to grow even faster [17] - The potential for HPP juice to replicate the success of sugar-free tea beverages is noted, with similar health-driven consumer trends and technological advancements driving market growth [19]