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Search At this year’s CGF China Day, The Consumer Goods Forum (CGF) officially launched the 2025 edition of CGF China Green Consumer Goods Selection Guide 2025, a new framework designed to support the growth of a credible, consistent, and scalable green consumption ecosystem in China.
Developed with support from the Ant Forest Foundation and technical guidance from the China Environmental United Certification Center, the Guide is the result of close collaboration between CGF China and leading retailers, e-commerce platforms, manufacturers, and expert organisations. Participating CGF member companies include Taobao & Tmall Group, Ant Group, Bright Dairy, Danone China, Ele.me, Haitian Group, Haleon China, Lee Kum Kee, Lianhua Supermarket, Mars China, Master Kong, MDL Commerce Group, Mengniu Group, Shanghai M&G Stationery, Mondelēz China, Nestlé China, OATLY China, P&G China, Shiseido China, TCI, Want Want Group, Wumart, and ZHONG RUN CHANG JIANG.
A Unified Industry Framework
The Guide sets out a shared methodology for identifying and selecting green consumer products across six core dimensions: green life cycle, green materials, green production, green packaging, green logistics, and green recycling
- Life cycle impact
- Materials
- Production
- Packaging
- Logistics
- Recycling and end-of-life management
These criteria were shaped through extensive research and expert consultation, ensuring the Guide is both scientifically robust and practical for implementation. It includes key definitions, principles for assessing green attributes, and a first batch of recognised green labels for commonly purchased FMCG categories.
Building International Alignment with Local Needs
While many brands have introduced green products in recent years, the FMCG sector has lacked unified standards, making it challenging for consumers to identify sustainable choices and for companies to communicate them consistently. By developing this Guide, CGF China is taking an important step toward creating a clear, comparable reference system for the industry.
CGF China’s work in this area is further reinforced by its newly announced “Green Consumption Scenario Pilot” launched in collaboration with the Shanghai local government. The pilot aims to translate the Guide’s framework into real consumer-facing applications, testing how sustainable products can be highlighted and activated in one of China’s key commercial hubs.
The Guide draws on leading domestic and international labelling schemes and certification systems used by major retailers and e-commerce platforms, evaluated for their relevance and authority.
Driving Green Consumption From Concept to Norm
The launch of the Guide provides practical value for all industry actors. Retailers and platforms can use the framework to build green product pools, create dedicated display zones, and introduce incentive mechanisms that increase visibility for sustainable products. Brand owners gain direction for product improvements, clearer communication pathways, and reduced duplication of certification efforts. Consumers benefit from more transparent, recognisable labels that make sustainable choices easier.
Looking ahead, the Guide will also contribute to the development of broader industry group standards and support China’s national green product database.
Qi Zhang, Co-Chair of the CGF China Sustainability Steering Committee and Head of Sustainability at Nestlé Greater China Region, highlighted the initiative’s long-term ambition: “Our goal is to advance green consumption to evolve from a concept into an everyday lifestyle.”
Next Steps
The 2025 edition represents an initial milestone, focusing on key FMCG categories and widely recognised labels. In 2026, CGF China will continue working with sector experts to expand the framework with more detailed, category-specific guidelines, helping to scale green product offerings and strengthen sustainable consumption behaviours across China.
CEO Quotes
Mr. Yongxin Fang, President of Ele.me, congratulated on the official release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition). He noted that “The Guide builds a bridge of consensus among consumers, retailers, platform enterprises, and brand owners, advancing green choices from conceptual advocacy to standardized practice. As one of the compiling entities, Ele.me has always believed that green consumption is not only a reflection of corporate social responsibility but also the core driving force for promoting the industry’s sustainable development.
Mr. Yongxin Fang, President of Ele.me, congratulated on the official release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition). He noted that “The Guide builds a bridge of consensus among consumers, retailers, platform enterprises, and brand owners, advancing green choices from conceptual advocacy to standardized practice. As one of the compiling entities, Ele.me has always believed that green consumption is not only a reflection of corporate social responsibility but also the core driving force for promoting the industry’s sustainable development.
Mr. Jet Jing, CEO of Lee Kum Kee Sauce: As a century-old Asian sauce and condiment brand, Lee Kum Kee has always substantiated the value of “Si Li Ji Ren” – Considering Others’ Interests – by integrating sustainability into every aspect of our business. Our approach is consumer-centric approach, consistently prioritising consumer needs and offering a diverse range of high-quality products. In response to growing demand for healthy, convenient products and sustainability, we are driving a green transformation in product design, packaging, logistics and production processes, with the aim of continuously reducing our environmental impact. We are honoured to have contributed to the development of the Green Consumer Goods Selection Guide. We are dedicated to offering delicious, sustainable products that deliver superior culinary experiences and help to foster a healthier and happier world.
Mr. Jet Jing, CEO of Lee Kum Kee Sauce: As a century-old Asian sauce and condiment brand, Lee Kum Kee has always substantiated the value of “Si Li Ji Ren” – Considering Others’ Interests – by integrating sustainability into every aspect of our business. Our approach is consumer-centric approach, consistently prioritising consumer needs and offering a diverse range of high-quality products. In response to growing demand for healthy, convenient products and sustainability, we are driving a green transformation in product design, packaging, logistics and production processes, with the aim of continuously reducing our environmental impact. We are honoured to have contributed to the development of the Green Consumer Goods Selection Guide. We are dedicated to offering delicious, sustainable products that deliver superior culinary experiences and help to foster a healthier and happier world.
Ms. Xiaoyan Wang, General Manager of Lianhua Supermarket Co., Ltd., congratulates the Consumer Goods Forum (CGF) on the release of the Green Consumer Goods Selection Guide (2025 Edition). She said: “As a key retail enterprise bridging production and consumption, Lianhua is proud to contribute to this milestone. We believe green consumption starts with understanding real needs and reshaping value across the supply chain. By focusing on consumers’ desire for quality and responsibility, and collaborating with brands to develop green standards, we aim to make sustainability a part of everyday life. Together with CGF, our partners, and consumers, we hope to turn small efforts into a green tide that touches every detail of daily life.”
Ms. Xiaoyan Wang, General Manager of Lianhua Supermarket Co., Ltd., congratulates the Consumer Goods Forum (CGF) on the release of the Green Consumer Goods Selection Guide (2025 Edition). She said: “As a key retail enterprise bridging production and consumption, Lianhua is proud to contribute to this milestone. We believe green consumption starts with understanding real needs and reshaping value across the supply chain. By focusing on consumers’ desire for quality and responsibility, and collaborating with brands to develop green standards, we aim to make sustainability a part of everyday life. Together with CGF, our partners, and consumers, we hope to turn small efforts into a green tide that touches every detail of daily life.”
Mr. Fei Gao, President of Mengniu Group, stated that “As a world-leading dairy enterprise, Mengniu is committed to promoting the green and high-quality development of the industry. By building ecological pastures, green factories, and a responsible industrial ecosystem, we have integrated the concept of sustainable development into every link of the industrial chain. Relying on the green management of the entire industrial chain, we continuously research, develop, and produce green products, launching organic, environmentally friendly, and carbon-reduced dairy products. We have witnessed that green consumption is ushering in unprecedented development opportunities, and The Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide has built a communication bridge between companies and consumers. We anticipate that the application of the Guide will break the ‘green information barrier’ in the consumer goods value chain, enabling more green products to be seen and chosen, and making green consumption a prevalent trend.
Mr. Fei Gao, President of Mengniu Group, stated that “As a world-leading dairy enterprise, Mengniu is committed to promoting the green and high-quality development of the industry. By building ecological pastures, green factories, and a responsible industrial ecosystem, we have integrated the concept of sustainable development into every link of the industrial chain. Relying on the green management of the entire industrial chain, we continuously research, develop, and produce green products, launching organic, environmentally friendly, and carbon-reduced dairy products. We have witnessed that green consumption is ushering in unprecedented development opportunities, and The Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide has built a communication bridge between companies and consumers. We anticipate that the application of the Guide will break the ‘green information barrier’ in the consumer goods value chain, enabling more green products to be seen and chosen, and making green consumption a prevalent trend.
Mr. Tino Zeiske, CEO of MDL Commerce Group Co., Ltd., congratulated on the official release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition)! He said that “The Guide anchors the standard framework for green product selection in the industry, transforms green consumption from conceptual advocacy into practical pathways, and lays a solid foundation for building green consensus across the global consumption ecosystem. Upholding the long-term strategy that ‘sustainability is a core competitiveness,’ MDL focuses on sustainable supply chains. By leveraging technological innovation, product innovation, and end-to-end collaboration, we have co-built a ‘sustainable procurement — sustainable consumption’ ecosystem and deepened green transformation practices. As one of the compiling entities, MDL will take the Guide as an important compass, collaborate with value chain partners to expand the supply of green products, make more sustainable choices accessible to consumers, help integrate green consumption into daily life, and jointly create a sustainable future.
Mr. Tino Zeiske, CEO of MDL Commerce Group Co., Ltd., congratulated on the official release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition)! He said that “The Guide anchors the standard framework for green product selection in the industry, transforms green consumption from conceptual advocacy into practical pathways, and lays a solid foundation for building green consensus across the global consumption ecosystem. Upholding the long-term strategy that ‘sustainability is a core competitiveness,’ MDL focuses on sustainable supply chains. By leveraging technological innovation, product innovation, and end-to-end collaboration, we have co-built a ‘sustainable procurement — sustainable consumption’ ecosystem and deepened green transformation practices. As one of the compiling entities, MDL will take the Guide as an important compass, collaborate with value chain partners to expand the supply of green products, make more sustainable choices accessible to consumers, help integrate green consumption into daily life, and jointly create a sustainable future.
Mr. Richard Chen, CEO of Master Kong: On behalf of the Board of Master Kong, I have the honor of extending congratulations to CGF on the release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition). This Guide embodies the professional wisdom of all member companies and establishes a scientific and standardized green consumer goods evaluation system encompassing six core dimensions, providing crucial practical guidance for the industry’s sustainable development. As a key practice of CGF China’s Green Transition Initiatives (GTI), the formulation of this Guide demonstrates the consumer goods industry’s firm commitment to jointly advancing green transition. We anticipate that more enterprises will seize this opportunity to integrate green concepts into their products’ lifecycle, collectively driving green consumption from a concept to a norm, and supporting the industry’s transition toward a more sustainable future. Let us join hands to promote the high-quality development of the green consumption ecosystem and contribute to the realization of a beautiful China.
Mr. Richard Chen, CEO of Master Kong: On behalf of the Board of Master Kong, I have the honor of extending congratulations to CGF on the release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition). This Guide embodies the professional wisdom of all member companies and establishes a scientific and standardized green consumer goods evaluation system encompassing six core dimensions, providing crucial practical guidance for the industry’s sustainable development. As a key practice of CGF China’s Green Transition Initiatives (GTI), the formulation of this Guide demonstrates the consumer goods industry’s firm commitment to jointly advancing green transition. We anticipate that more enterprises will seize this opportunity to integrate green concepts into their products’ lifecycle, collectively driving green consumption from a concept to a norm, and supporting the industry’s transition toward a more sustainable future. Let us join hands to promote the high-quality development of the green consumption ecosystem and contribute to the realization of a beautiful China.
Mr. Kais Marzouki, Chairman and Chief Executive Officer,Nestlé Greater China Region Nestlé is honored to have deeply participated in the development of Tthe Consumer Good Forum (CGF) Guideline on Selection of Green Consumer Goods. Our purpose is to establish a unified framework and language system on green products selection for consumer goods sector, facilitating informed choice for consumers, and advancing the scaling up of certification and verification systems which connect producers and consumers. This transparency can enhance the trust of consumers to the brands. Hope the Guideline can help consumers identify green products more intuitively and make green consumption from concept to daily routine.
Mr. Kais Marzouki, Chairman and Chief Executive Officer,Nestlé Greater China Region Nestlé is honored to have deeply participated in the development of Tthe Consumer Good Forum (CGF) Guideline on Selection of Green Consumer Goods. Our purpose is to establish a unified framework and language system on green products selection for consumer goods sector, facilitating informed choice for consumers, and advancing the scaling up of certification and verification systems which connect producers and consumers. This transparency can enhance the trust of consumers to the brands. Hope the Guideline can help consumers identify green products more intuitively and make green consumption from concept to daily routine.
Mr. David Zhang, President of OATLY Greater China, stated that “Sustainability is OATLY’s core value. Over the past seven years since entering Greater China, we have advanced our sustainability mission in a science-based and measurable manner — from the procurement of raw materials and packaging to all drivers of sustainable production, from logistics to the management of our co-manufacturer relationships, and from every business decision to information disclosure. In the future, we will also launch research on the climate impact based on nutritional density in the food sector. Through the joint efforts of CGF and multiple research and certification institutions, the first edition of the Green Consumer Goods Selection Guide has been released. We hope the Guide will build a ‘bridge for sustainable consumption’ among consumers, enterprises, and society, achieving a win-win situation for personal health, business benefits, and environmental protection.
Mr. David Zhang, President of OATLY Greater China, stated that “Sustainability is OATLY’s core value. Over the past seven years since entering Greater China, we have advanced our sustainability mission in a science-based and measurable manner — from the procurement of raw materials and packaging to all drivers of sustainable production, from logistics to the management of our co-manufacturer relationships, and from every business decision to information disclosure. In the future, we will also launch research on the climate impact based on nutritional density in the food sector. Through the joint efforts of CGF and multiple research and certification institutions, the first edition of the Green Consumer Goods Selection Guide has been released. We hope the Guide will build a ‘bridge for sustainable consumption’ among consumers, enterprises, and society, achieving a win-win situation for personal health, business benefits, and environmental protection.
Mr. Vincent Lin, Chairman of TCI Group, states: “Sustainability means securing the future. Our contribution to this Guide represents not merely the fulfillment of corporate responsibility, but a conscious endeavor to illuminate the path for future generations. True sustainability requires balancing environmental, economic and social needs, while building caring connections between people. The true worth of an enterprise is measured not solely by its products, but equally by its profound dedication to societal progress. We consistently speak up for vulnerable groups, support educational development, and revitalize our natural environment. Inspired by the [Spark] philosophy, TCI Group uses creativity, initiative and innovation to achieve remarkable breakthroughs in sustainable development of products and supply chains. Let’s Spark the Future — now.
Mr. Vincent Lin, Chairman of TCI Group, states: “Sustainability means securing the future. Our contribution to this Guide represents not merely the fulfillment of corporate responsibility, but a conscious endeavor to illuminate the path for future generations. True sustainability requires balancing environmental, economic and social needs, while building caring connections between people. The true worth of an enterprise is measured not solely by its products, but equally by its profound dedication to societal progress. We consistently speak up for vulnerable groups, support educational development, and revitalize our natural environment. Inspired by the [Spark] philosophy, TCI Group uses creativity, initiative and innovation to achieve remarkable breakthroughs in sustainable development of products and supply chains. Let’s Spark the Future — now.
Mr. Zesheng Sun, CEO of ZHONG RUN CHANG JIANG, congratulated on the release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition)! He noted that “As a practitioner of green development in China’s meat industry, we are pleased to see that the Guide sets a new benchmark for the industry and builds a bridge between consumer demand and industrial upgrading. With 20 years of deep cultivation in the meat industry, ZHONG RUN CHANG JIANG has always integrated sustainable development into its corporate DNA. Our innovatively developed “ZHONG RUN Fresh Box” (paper-plastic separation) environmental protection technology ensures 7-day freshness while reducing plastic usage by 60% and carbon emissions by 30%, with an estimated annual plastic reduction of 300 tons – which is highly aligned with the Guide’s concept of “valuing both environmental friendliness and commercial value.” Looking ahead, ZHONG RUN CHANG JIANG will take the Guide as its action plan and focus on advancing three core strategies: first, building an end-to-end green supply chain system; second, accelerating the upgrading and iteration of environmentally friendly products; third, innovating green consumption scenario experiences. We firmly believe that the essence of green transition lies in creating shared value that benefits the industry, consumers, and the environment. We look forward to working with industry peers to jointly write a new chapter in the high-quality development of the meat industry.
Mr. Zesheng Sun, CEO of ZHONG RUN CHANG JIANG, congratulated on the release of the Consumer Goods Forum (CGF) Green Consumer Goods Selection Guide (2025 Edition)! He noted that “As a practitioner of green development in China’s meat industry, we are pleased to see that the Guide sets a new benchmark for the industry and builds a bridge between consumer demand and industrial upgrading. With 20 years of deep cultivation in the meat industry, ZHONG RUN CHANG JIANG has always integrated sustainable development into its corporate DNA. Our innovatively developed “ZHONG RUN Fresh Box” (paper-plastic separation) environmental protection technology ensures 7-day freshness while reducing plastic usage by 60% and carbon emissions by 30%, with an estimated annual plastic reduction of 300 tons – which is highly aligned with the Guide’s concept of “valuing both environmental friendliness and commercial value.” Looking ahead, ZHONG RUN CHANG JIANG will take the Guide as its action plan and focus on advancing three core strategies: first, building an end-to-end green supply chain system; second, accelerating the upgrading and iteration of environmentally friendly products; third, innovating green consumption scenario experiences. We firmly believe that the essence of green transition lies in creating shared value that benefits the industry, consumers, and the environment. We look forward to working with industry peers to jointly write a new chapter in the high-quality development of the meat industry.