Our China Opportunity

Q1. Keith, why is China such an exciting market for Haleon?

A1. China is a powerhouse in Haleon’s global portfolio – our second largest market and a key growth driver. With 1.4 billion people and a £42 billion consumer healthcare market backed by strong growth drivers, the opportunities are immense. Our brands are ideally placed to support Chinese consumers as they focus more on health and wellness. Many of our products, Caltrate and Centrum have served China for over 40 years and continue to lead in their categories.

Q2. What’s driving Haleon’s success in China?

A2. It’s a mix of strengths – our heritage and presence in China, superior brands, ambitious team, and strong customer relationships. Combined with consumer demographics like an ageing population, rising middle class, and an increased focus on preventative health, these strengths are a real advantage in this vibrant market. We have a relentless focus on meeting the needs of Chinese consumers, so we’re tailoring our global brands to satisfy their evolving demands, often through premium, personalised products. For example, we customised the flavour of parodontax to meet consumer preferences in China at launch. It’s already reached 25% brand awareness in its first year.

Q3. How would you describe the Chinese consumer today?

A3. Chinese consumers are among the most savvy and demanding – digital-first, health-conscious, and prevention-focused. There’s strong interest in natural remedies, especially those rooted in traditional Chinese medicine. Demand for premium, personalised healthcare is growing, with consumers willing to invest in their health. Convenience matters too - like our Centrum Daily Wellness Packs - which offer personalised nutrition in a format tailored to Chinese consumers’ fast-paced lifestyles.

Q4. China is the biggest e-commerce market in the world. What is Haleon doing to target Chinese consumers who increasingly prefer to shop online?

A4. That’s right, with e-commerce making up around 35% of our China revenues. Platforms like Douyin, Red and Pinduoduo are reshaping shopping behaviours, with livestreaming and influencers playing key roles. We’re investing in digital marketing, livestreaming and AI targeting to reach consumers online, and scaling our presence on social platforms. Our science-backed solutions set us apart from local rivals, so we’re featuring scientists in livestreams to build trust.

Q5. What about your manufacturing footprint in China? How will this fuel Haleon’s future growth across the Asia Pacific region?

A5. We have two key manufacturing sites in China, with more than 80% of our products made and sold in China, as well as being exported to other markets across Asia. This strong local supply chain helps us reach millions of consumers across the wider region and we’re investing further to drive growth. Our Suzhou site is setting the bar for Haleon’s supply chain innovation, using AI, robotics and automation to boost efficiency and productivity across our operations in China. This future-ready supply chain capability will play a key role in accelerating our growth across the wider region.

Q6. Haleon fully acquired its joint venture in China earlier this year. What does this mean for your business in China?

A6. It gives us full control of our Over-the-Counter (OTC) business – 40% of our China revenues – marking a pivotal moment. There are many benefits, including more flexible manufacturing across our sites and faster, more autonomous decision making. Our integrated sales team can fully leverage our global brands portfolio, opening up cross-selling opportunities, like combining Voltaren for pain with Centrum for prevention. It’s part of our plan to get health in more hands by reaching 1 billion more consumers by 2030.