Bridging the “Knowing-Doing Gap” and Ushering in a New Era of Proactive Health — Haleon Releases the 2025 China Consumer Self-care Insight Report
In September 2025, Haleon, together with Jianwen Consulting and YEO, released the 2025 China Consumer Self-care Insight Report. Based on a survey of 1,015 valid responses from 284 cities, the report systematically examines Chinese consumers’ awareness, behaviors, and environmental resources in the field of proactive health.
The report shows that as the “Healthy China 2030” strategy continues to advance, public health awareness is shifting from “passive response” to “proactive management.” However, a significant “knowing-doing gap” remains. Nearly 70% of respondents meet the standard for health awareness, but only about 40% actually meet the standard for physical health. Major barriers to healthy behaviors include lack of exercise partners, limited access to healthy food, and stress-induced sleep problems.
The report also analyzes four typical health personas—“well-educated elites,” “pragmatic health seekers,” “fortunate healthy individuals,” and “risk bearers”—based on city tier and income level, revealing the challenges and needs of different groups in health management.
At the launch event, Mr. Yue Fu, Vice President and Head of Corporate Affairs at Haleon, stated: “Haleon’s purpose is to deliver better everyday health with humanity. We are committed to helping more people overcome health barriers and achieve better lives. By supporting scientific research to gain deeper understanding of human health, we aim to help the public address real-life health challenges. We hope these insights will provide valuable reference for policymakers and industry partners, and help turn ‘everyday health’ from a slogan into reality for everyone.”
Looking ahead, Haleon will continue to empower Chinese consumers to bridge the “knowing-doing gap” and move toward a healthier future through innovative products, digital self-assessment tools, and health education.
Click the link below to view the full 2025 China Consumer Self-care Insight Report (Note: The report is written in Chinese).
破解“知行鸿沟”，迈向主动健康新纪元——赫力昂发布《2025中国消费者主动健康洞察报告》
2025年九月，赫力昂携手健闻咨询与慧涧联YEO，发布《2025中国消费者主动健康洞察报告》。该报告基于对284座城市、1015份有效问卷的调研，系统梳理了中国消费者在主动健康领域的认知、行为与环境资源现状。
报告显示，随着“健康中国2030”战略持续推进，大众健康意识正从“被动应对”向“主动管理”转变，但“知易行难”的鸿沟依然普遍存在。数据显示，近七成受访者健康认知达标，但仅有约四成的身体状况真正达标。缺乏运动伙伴、健康饮食条件受限、压力导致睡眠障碍等，成为阻碍健康行为落地的主要障碍。
报告还结合城市层级与收入水平，描绘出“高知精英派”“健康务实派”“健康幸运儿”“风险忍受者”四类典型健康人群画像，揭示不同群体在健康管理中的挑战与需求。
赫力昂副总裁、企业事务部负责人傅悦在发布会上表示：“赫力昂的使命是‘以人为本，提升每日健康’。我们致力于帮助更多人跨越健康障碍，获得更好的生活。通过支持专业机构展开科学调研以获得对人类健康的深刻理解，从而帮助大众克服生活中的健康障碍，是实现这一目标的路径之一。希望这份洞察能为政策制定者与行业伙伴提供决策参考，共同推动健康公平，让提升‘每日健康’从口号变为每个人的现实。”
未来，赫力昂将继续以创新产品、数字化自测工具和健康教育，助力中国消费者跨越“知行鸿沟”，迈向更加健康的未来。
点击下方链接查看《2025中国消费者主动健康洞察报告》完整报告。
