Hiperbaric takes a step further on its way to gain more presence in China and will attend SIAL Shanghai 2024, the leading international food and beverage trade fair. This is intended to put the focus a little more on the Chinese consumer and bring HPP technology closer to Chinese society, which would undoubtedly benefit greatly from the advantages offered by this technology.
Hiperbaric at SIAL Shanghai 2024
Hiperbaric takes a step further in its new journey through China, and will attend SIAL Shanghai 2024, which is undoubtedly one of the most important food and beverage fairs in Asia. This year it will be held from May 28 to 30 and will take place at the SNIEC (Shanghai New International Expo Center), a fairground that has about 200,000 square meters. This year’s edition is expected to attract around 5,000 exhibitors from more than 70 countries and more than 180,000 professionals from over 110 countries. All of them related to the nine thematic categories into which the fair has been divided: meat, poultry and sausages, seafood, organic and wellness, food, soft drinks, alcoholic beverages, pulses and cereals, and dairy products.
There is no doubt that this is a unique opportunity to get in touch with the local Chinese and Asian market as well as with companies and professionals from all over the world.
Chinese consumer and new trends
Of course, if you want to enter the Chinese market, it is necessary to know the behavior of Chinese consumers today, and Hiperbaric is making great efforts to not only know, but also understand these customs and ways of thinking, in order to adapt to the trends of the Eastern market.
The Covid-19 pandemic had a strong impact on Chinese society, not only economically but also behaviorally. Following the post-covid reopening and return to full normality in China, which was barely a year ago, there has been a clear rebound in the market and consumer spending, and new studies have pointed to a clear increase in the country’s affluent middle class, estimated to increase by 80 million by 2030. This will account for around 40% of the total Chinese population and will undoubtedly be a vital long-term segment of the Chinese consumer market.
The generations that make up this large segment are currently Generation X and Generation Y, responsible for more than 60% of the total income that makes up social wealth. On the other hand, in recent years companies have given a lot of importance to the young Generation Z, because although they are still in the initial phase of their professional career, they will represent a very important part of the market in the not too distant future.
If there is one thing these three generations have in common, it is that they are adopting more rational spending and a certain financial prudence, reducing consumption on unnecessary expenses. The value and quality of a product are beginning to influence the purchase decision more than price, and there is an increased desire to pay for more premium products because of their quality.
Health has also taken on special importance, and they are adopting a clear trend towards natural and fresh products, and are increasingly conscious of consuming organic and sustainable food. So much so that consumers are willing to pay up to 20% more on average for ESG-related products.
HPP technology in China
All this, together with the concern for food safety that is also evident, makes China an ideal scenario for HPP technology. Thanks to high-pressure processing (up to 6,000 bar), it is possible to inactivate microorganisms and pathogens that would otherwise be impossible to eliminate without the application of high temperatures. As a result, the organoleptic and nutritional properties of the food remain intact, as well as its flavor and texture. This process ensures food safety and extends the shelf life of products for several weeks or even months.
Although HPP technology is gradually gaining notoriety in China, especially in applications such as ready meals, beverages, fruit juices and meat products, there is still a long way to go, and it is unknown to most of the population, which implies great growth potential for the future if we combine it with the clear trends that we have been pointing out. Therefore, the presence at an event like SIAl Shanghai will undoubtedly be a great step for Hiperbaric on its way to gaining a foothold in the Asian giant.
