TCP Group

Executive Summary

The 15th Five-Year Plan Outline calls for accelerating the construction of the Healthy China Initiative, with the consensus that “placing the people’s health at a strategic priority for development” is also shared across society. As a powerful engine for stimulating domestic demand and empowering people’s livelihoods, healthy consumption is shifting from an “optional choice” to an “essential need.” The market is continuously expanding, and the consumption structure is upgrading. Consumer demand for healthy beverages has evolved from basic replenishment to diverse needs for nutritional suitability, scenario-specific products, and green, lowcarbon options. As an important segment of the healthy consumption sector, the healthy beverage industry not only bears the social value of meeting the nation’s health needs but also shoulders the industrial mission of promoting the high-quality development of the consumer goods industry. The sector is embracing new development opportunities in innovation and scenario expansion and has become a key arena for both Chinese and foreign enterprises to deepen their presence in China and share in the dividends of development.

TCP Group has always regarded the Chinese market as a core strategic market. Upholding the vision of bringing outstanding products and services to consumers worldwide, we continue to invest in product R&D, business model innovation, and social responsibility initiatives. By leveraging our global R&D network, we drive localized innovation that meets the evolving health needs of Chinese consumers. This has led to the launch of low- and zero-sugar 3 products, as well as functionally extended beverages, helping to lead the upgrade of the healthy energy drink segment. We have built an omni-channel consumer service network covering online and offline, urban and rural areas, and have collaborated with upstream and downstream industrial chains to empower small and medium-sized enterprises, helping healthy consumption reach a wider range of regions and groups. We actively fulfill our corporate social responsibility as a foreign-invested enterprise, deeply engaging in areas such as national fitness, health science popularization, and green, low-carbon initiatives to promote health concepts. Based on this, this policy position paper will systematically analyze the current state of healthy consumption and the beverage industry, draw on advanced international experience, review the effectiveness and shortcomings of domestic policy implementation, share TCP Group’s explorations, and ultimately propose targeted policy suggestions. Our goal is to promote the quality and upgrading of the healthy beverage industry, unlock the potential of the healthy consumption market, inject stronger momentum into the construction of a Healthy China, and support Chinese and foreign enterprises to achieve higher-quality, mutually beneficial development.

Download the full report：Activating Healthy Consumption to Boost the Healthy China Initiative