Recent years have seen with an increasing awareness of healthy conception and the improvement of consumption level in national consumers. And there is a huge consumption demand for fruit juice drinks. To keep in step with consumption upgrading, fruit juice market is gradually moving towards diversification, and domestic fruit juice beverage enterprises are also doubling their efforts on industrial production and marketing layout for flavors and raw material optimization.
Nongfu Spring, a leading giant in the beverage industry, is also making constant efforts in fruit juice drink space as its business scope continues to grow. With eight years of experience in breeding oranges and ten years of exploration, Nongfu Spring debuted 17.5° low-temperature NFC juice in 2016, and in the same year, normal temperature NFC juice unveiled new launches prolonging shelf life to 120 days. In June 2019, Nongfu Spring launched four new products adding to its low-temperature NFC fruit juice range, which is now available in four flavors, including apple juice, orange juice, mango mixed juice and blueberry grape mixed juice. After that, Nongfu Spring strives to differentiate its NFC fruit juice products and powers up its presence in the low-temperature fruit juice market. Currently Nongfu Spring has three types of fruit juice drinks in NFC fruit juice sector, and is going all in on creating the FMCG + agriculture model, which indicates that the crossover strategy of Nongfu Spring has finally achieved positive results after ten years of exploration and has entered a new development stage in fresh fruit and cold pressed fruit juice space. Nongfu Spring high concentration fruit juice has established a product matrix including three series and multiple flavors, and its medium concentration fruit juice continues to innovate and upgrade, thus enabling a stronger fruit juice layout.
Nongfu Spring has undertaken an aggressive spate of new product launches since the start of this year. It unveils a slew of new products in low-temperature NFC fruit juice space to build a more complete product system, and at the same time increases the fruit juice concentration of the newly launched Farmer’s Orchard from 30% to 50% and strives for product serialization. Currently China's low concentration fruit juice (fruit juice content ≤ 25%) accounts for nearly 80% of the market share. But with the upgrading of consumption concepts, medium and high concentration fruit juice (fruit juice content > 25%) is ushering in a wide market space. Since the big monopoly has not formed in the medium and high concentration fruit juice sector, this move of Farmer’s Orchard fits in with the times and is well-received by young people.
At the moment both the high concentration fruit juice and medium concentration fruit juice show a good momentum of development, and the fruit juice market is facing structural upgrading. The innovation and upgrading of Nongfu Spring fruit juice products is conducive to fast increasing market share as expected.