Preventive Capabilities Against Microbial Infections in a Range of Food and Beverage Products is a Key Factor Driving Non Thermal Pasteurization Market Growth

 

Non-thermal pasteurization process, also known as cold pasteurization, is a technique for treating and converting raw food products that are suitable for human consumption. Non-thermal pasteurization process is an alternative food processing technology and remains a preferred technique among manufacturers as it is an efficient and sustainable solution. The use of non-thermal pasteurization process does not require food products to be exposed to extreme temperature conditions, which helps in retaining organoleptic properties, nutrition, and taste. Leading companies are increasingly using non thermal pasteurization processes, such as Pulse Electric Field, High-Pressure Processing (HPP), and Microwave Volumetric Heating (MVH), to remove pathogens and offer high-quality food products.

Consumers are becoming health-conscious and prefer buying clean label food products that provide health-enriching properties. The use of non-thermal pasteurization processes helps in preventing and removing harmful bacteria that cause foodborne illnesses. Key market players are using non thermal pasteurization technology solutions to prevent microbial infections in a range of food and beverage products. Government organizations, such as U.S. Food and Drug Administration (FDA), in various countries are introducing stringent regulations pertaining to food quality. Leading companies are using non thermal pasteurization techniques to ensure that their food products align with the government food quality requirements. The use of non-thermal pasteurization process enables companies to include transparent labels on products, such as pathogen-free and clean products. However, the use of various pasteurization process results in the loss of various health-benefits and minerals in food products. Loss of essential health-benefitting properties can adversely impact health of consumers. These factors are expected to hamper adoption of non-thermal pasteurization solutions in various sectors.

Key non-thermal pasteurization market players are undertaking various strategies in order to sustain their position in the market. Prominent companies are adopting marketing strategies such as product development and differentiation, product launch and innovation, technology development, collaborations, and partnerships. On 23 June 2022, Hiperbaric announced its agreement with Calavo Growers Inc. for installing 300^th High Pressure Processing (HPP) machine. Through this strategy, the company focuses on strengthening its market presence and position.