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Today, during the CGF China Board meeting, the Collaboration for Healthier Lives (CHL) China team published an introductory report on their initiative, focusing on an analysis of data on nutrition and food consumption from January to April 2020, and highlighting eight key trends that have been witnessed in the changing behaviours of Chinese shoppers and consumers.

Following the guidance of the “Healthy China 2030” initiative and based on the 2019 CHL China best-practices, CGF members (manufacturers and retailers) have focused their efforts during the first semester of 2020 on testing new innovative ways to reach consumers with virtual healthy shelves, live-streaming with nutritionists and digital and in-store health education events, all grouped under the ‘Balanced Diet, Reduced Sugar and Oil & Salt’ theme. 

As collaboration grows and key partners join the initiative, CGF China has partnered with the Chinese Nutrition Society (CNS) to create an expert working group focused on understanding the data being collected on the nutrition and consumption habits of Chinese shoppers and consumers  who have been exposed to the in-store and digital activities of CHL China.

The Consumer Goods Forum has integrated data and resources of participating CHL China members (RT-Mart and Carrefour China), together with the support of Nielsen China, Nestlé China, to report back on the “Healthy Consumption” trend that has been witnessed during the CHL China initiative in the first four months of 2020. Of course, China was dealing with the COVID-19 outbreak during this period, so data very much reflects the shift in behaviour as the government responded to the outbreak by restricting movement and business hours.

“This is definitely a great collaborative initiative between CHL members and the Chinese Nutrition Society. By interpreting industry big data with professional nutrition advice, it provides consumers practical guidance for choosing products and establishing healthier diet habits. It also provides rich shopper insights for us to further improve the implementation plan of CHL initiatives, such as healthy shelves in-store and digital health solutions. We will keep collaboration with different partners and welcome more industry leaders to join CHL initiative to promote healthier lives together.”, said Duncan DU, Head of Nutrition Health & Wellness, Nestlé China, and Co-Chair, CHL China

The report is also available on the CGF’s Global Learning Mechanism.