2021-06-15-Bain-Helping_Consumers_Make_Healthier_Choices_32页_3mb

Health is a pressing concern for individuals, society, and businesses, amplified by the COVID-19 pandemic. The Consumer Goods Forum's Collaboration for Healthier Lives (CHL) has implemented 71 programs across 13 countries, reaching over 2.6 billion consumers.

Key findings:

1. Success Factors: Environmental changes (e.g., pricing, reformulation, availability) are more effective than education/awareness for lasting behavioral change. Digital programs are preferred for their ease, personalization, and scalability.
2. Focus Should Shift: CHL should prioritize environmental interventions, especially in food, over awareness efforts. Awareness is more suitable for inherently healthy categories or category growth aims.
3. Measurement is Crucial: Programs must have clearly defined, measurable success criteria agreed upon beforehand.
4. Scaling Recommendations: Programs should expand products, geographies, time periods, or stakeholders. Key elements include proper program setup from the start, securing buy-in, demonstrating impact/commercial viability, leveraging digital/data, and avoiding silos.
5. Knowledge Sharing: Improve the system for sharing learnings to accelerate effectiveness.

In conclusion, while CHL has made progress, focus should be on behavioral change through environmental adjustments, robust measurement, strategic scaling, and enhanced knowledge sharing to build on its successes.