---
title: "The Surprisingly Huge Potential of the Premium NFC Juice Market!"
description: "As the Chinese New Year approaches, consumers heading to supermarkets and convenience stores to buy juice may find it harder to make a quick decision. Brands like FSJUICE, Zero Degree Fruit Workshop, 17.5°, Ji Ziran, Unifresh, Fresh Squeeze Workshop, and Wei Shike have taken over the refrigerated shelves. In recent years, a new type of juice drink has appeared in the chilled sections of supermarkets and convenience stores. These products are pricey yet popular, require stricter cold chain management, and have shorter shelf lives compared to traditional juice drinks."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2017-01-21"
language: "en"
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# The Surprisingly Huge Potential of the Premium NFC Juice Market!

> As the Chinese New Year approaches, consumers heading to supermarkets and convenience stores to buy juice may find it harder to make a quick decision. Brands like FSJUICE, Zero Degree Fruit Workshop, 17.5°, Ji Ziran, Unifresh, Fresh Squeeze Workshop, and Wei Shike have taken over the refrigerated shelves. In recent years, a new type of juice drink has appeared in the chilled sections of supermarkets and convenience stores. These products are pricey yet popular, require stricter cold chain management, and have shorter shelf lives compared to traditional juice drinks.

As the Chinese New Year approaches, when you go to a supermarket or convenience store to buy a bottle of juice, you may suddenly find that you can no longer make a quick decision.
FSJUICE, Zero Degree Fruit Workshop, 17.5°, Ji Ziran, Unifresh, Fresh Squeeze Workshop, Wei Shike, and others have already occupied the refrigerated shelves in supermarkets and convenience stores.
In recent years, have we noticed that whether in supermarkets or convenience stores, a new type of juice drink has appeared in the refrigerated section? They are pricey but not lacking in admirers. Compared with traditional juice drinks, they seem to have stricter cold chain requirements, and their shelf life is also shorter than similar drinks. These are NFC juices.
At some point, people lost interest in carbonated drinks. The reason is that carbonated drinks offer no benefits other than a momentary pleasure. Especially in recent years, as people place increasing importance on health, natural drinks have become more popular among consumers. NFC juice products meet people's pursuit of consumption upgrades and health.
What exactly is NFC juice?
NFC juice is the abbreviation for Not From Concentrate juice. It is made by washing fresh fruits, pressing out the juice, sterilizing it with precision equipment, and then directly filling, packaging, and selling it. In 2011, Zero Degree Fruit Workshop, as a market cultivator, brought NFC juice to Chinese consumers. Subsequently, this niche market became a hot spot for beverage companies to compete. Nowadays, in the beverage refrigerators of supermarkets, NFC juice products have occupied most of the shelves.
In recent years, many domestic NFC juice brands have emerged, and NFC juice has become a hot topic in the beverage industry. In September 2015, Huiyuan launched the "Fresh Squeeze Workshop" series of NFC juices; in January 2016, Nongfu Spring's "17.5°" NFC juice entered the market strongly, and in June it followed up with a room-temperature version of Nongfu Spring brand NFC juice. Of course, brands like Zero Degree Fruit Workshop, Senmei, Frutco, Paisen Bai, Heyjuice, and Fruiti Guo are also quite popular among consumers.
A few years ago, NFC juices were rarely seen on convenience store shelves, but this year they have sprung up like bamboo shoots after rain. This is because food and beverage manufacturers are paying more and more attention to the convenience store channel, and convenience stores have basically become a barometer for new product trends.
Why do shelf lives vary?
Compared with traditional juices, NFC juice products generally require low-temperature refrigeration, and their shelf life is generally shorter than room-temperature products. For example, kellyone has a shelf life of only 7 days; HeyJuice has 10 days; Zero Degree Fruit Workshop and Huiyuan Fresh Squeeze Workshop have 28 days. Longer ones include Paisen Bai with 60 days, Senmei with 90 days, and Nongfu Spring 17.5° with up to 120 days.
NFC juice is made by washing fresh fruits, pressing out the juice, sterilizing it, and then directly filling it. During processing, no sugar, water, preservatives, or any flavoring agents are added. The shelf life of NFC juice products is determined by factors such as the quality of the fruit raw materials, production process, and packaging. Depending on the different fruit raw materials, processes, and packaging, there will be different shelf lives and transportation conditions.
Pricey but popular
In the market, NFC juices are relatively expensive due to their fashionability and technical barriers. Small bottles typically range from 12 to 28 yuan, and some high-end customized products sell for 28 to 48 yuan per bottle. However, this does not affect consumers' purchasing enthusiasm. Most white-collar workers who pursue a healthy and quality lifestyle prefer such drinks. Data shows that NFC juice consumption in China accounts for only 2% of the total 100% juice consumption structure. In the United States, NFC juice consumption accounts for 60% of the 100% juice consumption structure. It is predicted that the domestic NFC juice market will reach 1.2 billion yuan this year, and by 2020, the NFC market will reach 12 billion yuan.
Is refrigerated juice necessarily NFC juice?
In the impression of most consumers, NFC juice is "pure juice that needs refrigeration." However, are all juices that meet these two conditions NFC juice? It is understood that the juice products currently on the market mainly include NFC juice, concentrated reduced juice, juice drinks, and fruit drinks. Except for fruit-flavored drinks and fruit drinks, the other types of juices can be seen in supermarket refrigerators. In addition, some non-concentrated reduced juice products will be labeled with the NFC logo on the outer packaging, but some products only indicate the production process. As a consumer, the simplest way to judge NFC juice is to look at the ingredient list. If the ingredient list contains no other ingredients besides juice, it is NFC juice. If the ingredient list includes concentrated juice, water, or other food additives, it is not NFC juice.
With consumption upgrades, consumers continue to pursue healthy consumption methods and have an increasing brand awareness. It is believed that in 2017, NFC juice will set off a trend storm in the Chinese market, and more manufacturers will join the research and development of NFC juice products.
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