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PROGRESS REPORT ON MONITORING THE IMPLEMENTATION OF THE HEALTH STAR RATING SYSTEM

AREA OF ENQUIRY 2CONSUMER AWARENESS AND ABILITY TO USE THE HSR SYSTEM CORRECTLY

Prepared for the Commonwealth Department of Health

Submitted by the National Heart Foundation of Australia, July 2016

Area of Enquiry 2

CONTENTSSUMMARY OF KEY FINDINGS.................................................................................................................................4

BACKGROUND AND METHOLOGY.....................................................................................................................5

STUDY AIMS......................................................................................................................................................5

SECTION A: GENERAL SUPERMARKET SHOPPING..................................................................................................8

MAIN INFLUENCE WHEN CHOOSING BETWEEN TWO PRODUCTS....................................................................9

FREQUENCY OF VISITS TO THE SUPERMARKET...............................................................................................10

SUPERMARKETS VISITED IN THE PAST MONTH...............................................................................................11

AVERAGE SPEND PER VISIT TO THE SUPERMARKET........................................................................................12

COMPARING HEALTHINESS OF PRODUCTS.....................................................................................................13

USE OF NUTRITION INFORMATION PANEL......................................................................................................14

SECTION B: AWARENESS OF FOOD LOGOS..........................................................................................................15

UNPROMPTED AWARENESS OF FOOD LOGOS................................................................................................16

UNPROMPTED AWARENESS OF THE HEALTH STAR RATING LOGO.................................................................17

PROMPTED AWARENESS OF LOGOS ON PACKAGING.....................................................................................19

PROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEM...................................................................19

SECTION C: KNOWLEDGE & UNDERSTANDING OF THE HEALTH STAR RATING SYSTEM.....................................22

UNDERSTANDING OF WHAT HEALTH STAR RATING SYSTEM MEANS.............................................................23

UNDERSTANDING ABOUT HOW THE NUMBER OF STARS ON A PRODUCT IS DETERMINED...........................24

STATEMENTS ABOUT HEALTH STAR RATING SYSTEM.....................................................................................25

USING THE HEALTH STAR RATING SYSTEM.....................................................................................................26

UNDERSTANDING WHAT ONE STAR OR FIVE STARS MEANS...........................................................................27

STATEMENTS ABOUT HEALTH STAR RATING SYSTEM – A PRODUCT WITH MORE STARS…............................28

EASIEST TO UNDERSTAND...............................................................................................................................29

PROVIDES SUFFICIENT INFORMATION............................................................................................................30

PREFERRED OPTION........................................................................................................................................30

SECTION D: PURCHASING BEHAVIOUR................................................................................................................31

PURCHASED PRODUCT WITH HEALTH STAR RATING SYSTEM.........................................................................32

HEALTH STAR RATING SYSTEM INFLUENCED CHOICE.....................................................................................33

HOW THE HEALTH STAR RAITNG SYSTEM INFLUENCED CHOICE.....................................................................33

REASONS WHY HEALTH STAR RATING SYSTEM DIDN’T INFLUENCE CHOICE...................................................34

CONTINUE TO BUY THE PRODUCT..................................................................................................................35

LIKELIHOOD THE HEALTH STAR RATING SYSTEM INFLUENCING CHOICES IN THE FUTURE.............................35

HEALTH STAR RATING SYSTEM COMPARISON – WHICH IS THE HEALTHIER OPTION?....................................36

FOODS AND / OR BEVERAGES PURCHASED IN THE SUPERMARKET WITH HEALTH STAR RATING...................38

Report on consumer awareness and ability to use the HSR system correctly 2

Area of Enquiry 2FOODS AND / OR BEVERAGES IMPORTANT TO HAVE THE HEALTH STAR RATING ON THEM..........................39

SECTION E: ADVERTISING AWARENESS...............................................................................................................40

AWARENESS AND SOURCE OF HEALTH STAR RATING SYSTEM ADVERTISING.................................................41

PRODUCT ADVERTISED OR PROMOTED..........................................................................................................42

INFLUENCE ADVERTISING HAD ON PURCHASING A PRODUCT WITH THE HEALTH STAR RATING...................42

SECTION F: ATTITUDES AND PERCEPTIONS ABOUT THE HEALTH STAR RATING SYSTEM.....................................43

STATEMENTS ABOUT THE HEALTH STAR RATING SYSTEM – PERCEPTIONS AND ATTITUDES..........................44

LEVEL OF CONFIDENCE IN THE HEALTH STAR RATING SYSTEM.......................................................................45


Area of Enquiry 2

SUMMARY OF KEY FINDINGS

AWARENESS OF THE HEALTH STAR RATING SYSTEM Unprompted awareness of the Health Star Rating system has increased from 3% in April 2015 to 14%

in February 2016. Unprompted awareness continued to remain higher amongst females, persons aged under 35, those with an annual household income of more than $50,000 or with a body mass index in the healthy weight range.

Likewise, prompted awareness of the Health Star Rating system has also increased significantly from April 2015, increasing from 33% to 61% in February. Prompted awareness, similar to unprompted awareness, remains higher amongst females, persons aged under 35 or with a body mass index in the healthy weight range.

UNDERSTANDING WHAT THE HEALTH STAR RATING SYSTEM REPRESENTS

Amongst respondents who were aware of the Health Star Rating system, there continues to be a good understanding of what the Health Star Rating on a food product represents.

There has however been little change in the latest survey results (compared to September 2015) in the proportion of respondents who hold the view that the Health Star Rating system makes it easier to compare products or identify healthier options.

Compared to the previous survey result in September 2015, there has been a significant increase in the proportion of respondents who reported that they are not intending to use the Health Star Rating system, increasing from 13.6% to 17.3%.

USE OF HEALTH STAR RATING SYSTEM In line with the increase in awareness, a significantly higher proportion of respondents in the latest

survey (compared to the previous surveys) reported that they had purchased a product that had the Health Star Rating system.

Close to three in five respondents who had purchased a product with the Health Star Rating system reported that the rating scale had influenced their purchasing decision, with more than half of those influenced purchasing a different product to what they would normally purchase.

ADVERTISING AWARENESS Despite the increased awareness of the Health Star Rating system, fewer respondents could recall

hearing/seeing any advertising featuring the Health Star Rating system. The increased awareness was driven by product coverage (i.e. seeing products in the supermarket or in a catalogue) rather than by direct promotion and/or advertising of the Health Star Rating system.

PERCEPTIONS AND ATTITUDES TOWARDS THE HEALTH STAR RATING SYSTEM

Despite increased awareness of the Health Star Rating system and the proportion of respondents who had purchased a product with the Health Star Rating system displayed on the packaging, perceptions towards the Health Star Rating system have slightly declined compared to the previous survey.

Significantly fewer respondents (compared to September 2015 survey) reported that they view the Health Star Rating system as reliable or that it is easy to use. Whilst not statistically significant, there was a slight decline (compared to the September 2015 result) in the proportion of respondents who trust the Health Star Rating system, or see it as relevant to their family.


Area of Enquiry 2


Area of Enquiry 2

BACKGROUND AND METHOLOGY

STUDY AIMSThe objective of the study is to effectively monitor and track consumer awareness, attitudes and interaction with the Health Star Rating system.

The study seeks to measure four key objectives relating to the roll out of the Health Star Rating system, including:

Awareness (unprompted and prompted) of the Health Star Rating system,

Consumer knowledge and understanding of the Health Star Rating system, including what the Health Star Rating system represents and what it means on product packaging,

Whether consumers are utilising the Health Star Rating system accurately and effectively, and

The level of trust, reliability and credibility consumers have in the Health Star Rating system.

The key objectives will be measured not only at the total population level, but also by agreed select population groups. This includes measurement by selected age groups, household income, body mass index, gender and language spoken at home.

STUDY DESIGN AND SAMPLE In February 2016, the National Heart Foundation of Australia conducted an online survey with a sample of 2,005 Australians.

To be eligible to participate in the survey, participants were required to be the main or shared grocery buyer in their household and be 18 years of age or over.

The sample of consumers was based on a cross section of Australian adults. The sample was stratified to include sufficient sample sizes by:

Age group (under 35 years of age, 35 to 54 years of age and those aged 55 and over),

Household income per annum (less than $50,000, between $50,000 to $99,000 and $100,000 or greater),

Gender (male / female),

Body mass index (underweight/normal weight, overweight or obese)

Language spoken at home (English spoken only at home or language other than English spoken at home), and

Location (respondent residing in metropolitan area or in regional/rural area).

ONLINE PANEL PARTNERData collection was undertaken during February 2016, in conjunction with a well-known market research company – Research Now. The sample was obtained through their online research panel.

Research Now operates in 38 countries and has more than 6 million panellists internationally. Research Now is a one of the leading online sampling and data collection organisations in Australia and worldwide.


Area of Enquiry 2

QUESTIONNAIRE The initial two tracking studies, conducted in September 2014 and April 2015 were undertaken by Pollinate. The studies evaluated the roll-out of the Health Star Rating system and its impact on consumers.

For the latest two studies (September 2015 and February 2016), changes were made to the questionnaire used in the first two studies conducted by Pollinate. The overall length and the breadth of the questionnaire utilised in the current study was expanded, with changes including:

Broadening the questions on unprompted logos/labels,

Increase in the number of other food logos/labels included for testing of prompted awareness,

Increase in the number of factors influencing purchasing decision

Inclusion of new questions relating to what consumers believe the Health Star Rating system represents, how it is calculated and what the rating means on a product,

Inclusion of new questions for those who have used the Health Star Rating system, with particular focus on actual and intended behaviours,

Inclusion of new question on the level of importance consumers place on the Health Star Rating across food products,

Broaden the number of questions on trust, reliability and credibility of the Health Star Rating system, and

Inclusion of question on whether the Health Star Rating system is meeting the needs of consumers.

The changes to the questionnaire limit the direct comparability of the current study with the two previous studies conducted by Pollinate, however, where directly comparable, time series data and/or analysis is included in this study.

The questionnaire utilised in this study consisted of seven main sections, including:

Demographics:

Gender, age, household income, household structure, educational attainment, activity status, indigenous status and language spoken at home.

Awareness of food logos:

Unprompted and prompted awareness of Health Star Rating system and other food logos.

Purchasing behaviours:

Main influencing factor when purchasing products at the supermarket, frequency of visits to supermarket and average spend, supermarkets visited.

Understanding of the Health Star Rating system:

What the Health Star Rating system on a product means, how the number of stars is determined, comparison of a product with one and five stars.

Use of the Health Star Rating system:

Purchased a particular food with the Health Star Rating system, whether the Health Star Rating system influenced the purchasing decision.

Perceptions towards the Health Star Rating system:

Whether the Health Star Rating system is credible, trusted, easy to use, easy to understand and


Area of Enquiry 2overall confidence in the Health Star Rating system.

General health and food attitudes and behaviours:

Concern about healthiness of food and diet, change in dieting behaviour, daily intake of fruit and vegetables and physical activity levels.

DATA ANALYSIS AND REPORTINGData were analysed using SPSS version 23. Data were analysed by gender, age, body mass index, annual household income, place of residence, indigenous status and language spoken at home.

Statistical T-test was used to determine whether the means of two groups are statistically different from each other. A significance level of p<0.05 was required throughout.

ACCURACY OF RESULTS This survey was based on a sample of Australian adults. As it is not a census, some level of error is inherent in the results. This error can be quantified statistically to give a margin of error - essentially, this means that, with 95% confidence, a given range contains the true result at a population level.

The error margin was 2.2%, meaning that, with 95% confidence, a result, plus or minus the error margin (i.e. 50% ± 2.2%), contains the true result at the population level.

SAMPLE CHARACTERISTICS Sep-15 Feb-16

Gender

Male 51% 49%

Female 49% 51%

Age Group

Under 35 30% 30%

35 to 54 32% 35%

55 or over 38% 34%

Location

Metropolitan 72% 71%

Regional / Rural 28% 29%

Annual Household Income

Below $50,000 36% 30%

Between $50,000 to $99,999 37% 34%

$100,0000 or higher 27% 36%

Speak language other than English

Yes 18% 16%

No 81% 84%

Household Structure

Children in the household 32% 34%

No children in the household 68% 66%

Indigenous Status

Indigenous 2% 1%

Non-indigenous 98% 98%

Table i: Demographic characteristics of the sample


Area of Enquiry 2

SECTION A: GENERAL SUPERMARKET SHOPPING


Area of Enquiry 2

MAIN INFLUENCE WHEN CHOOSING BETWEEN TWO PRODUCTS When purchasing food at the supermarket and choosing between two similar products, price remains the most common factor that influenced purchasing decisions.

However, compared to the September 2015 result, a higher proportion of consumers are reporting that they focus on product quality and personal preference, with the healthiness of a product also increasing relative to price as the main influencing factor when deciding between two like products.

Figure A1: When buying food at the supermarket, what is the main thing that influences your choice between two similar products?

Sample: September 2015 = 2,036; February 2016 = 2,005


Area of Enquiry 2

FREQUENCY OF VISITS TO THE SUPERMARKETThere has been a slight change in the frequency of respondents visiting a supermarket. The latest result shows (compared to September 2015) a higher proportion of respondents (53% ct. 50%) are visiting a supermarket more than once a week.

Table A1: On average, how often do you visit a supermarket to do your grocery shopping?



Area of Enquiry 2

SUPERMARKETS VISITED IN THE PAST MONTHThe increase in the frequency of visits to a supermarket by respondents has also seen an increase in visits to the major supermarket chains.

The proportion of respondents who had visited one of the four main supermarket chains was up compared to the September 2015 result.

Figure A2: Which supermarkets have you visited in the past month?



Area of Enquiry 2

AVERAGE SPEND PER VISIT TO THE SUPERMARKETThe average expenditure per visit to the supermarket varied greatly.

Respondents with an annual household income of more than $100,000 were significantly more likely to spend at least $100 per visit to the supermarket compared to those with an annual household income of less than $50,000 (45% ct. 31%, p<.001).

In addition, females were more likely than male respondents to spend at least $100 per visit to the supermarket (38% ct. 33%, p=.02).

Table A2: On average, how much do you spend in one visit to the supermarket?



Area of Enquiry 2

COMPARING HEALTHINESS OF PRODUCTSClose to three in five respondents stated that they ‘always’ or ‘most of the time’ compare how healthy products are when grocery shopping, with an additional 27% reporting that they ‘sometimes’ compare the healthiness of products.

More than 62% of females reported that they ‘always’ or ‘most of the time’ compare how healthy products are, significantly higher than males, at 53% (p<0.01).

Similarly, respondents with a BMI of less than 25 (average weight) were more likely to ‘always’ or ‘most of the time’ compare how healthy products than respondents with a BMI of 30 or higher (p=0.03).

Figure A3: When choosing a new food during grocery shopping, how often do you compare how healthy products are?

0% 10% 20% 30% 40% 50%

Always

Most of the time

Sometimes

Just occasionally

Never

Unsure

Percentage (%) of Respondents

Sep-15 Feb-16



Area of Enquiry 2

USE OF NUTRITION INFORMATION PANELMore than two in five respondents (43%) reported that they look at the nutrition information panel on ‘all’ or ‘most’ food products, when at the supermarket.

Significantly, more females than males stated that they look at the nutrition information panel on ‘all’ or ‘most’ food products, when at the supermarket (47% ct. 39%; p=0.001).

Similarly, respondents with a BMI of less than 25 were more likely to look at the nutrition information panel on ‘all’ or ‘most’ food products than respondents with a BMI of 30 or higher (46% ct. 36%) (p=0.01).

Figure A4: On average, when at the supermarket, do you look at the nutrition information panel on…?



Area of Enquiry 2

SECTION B: AWARENESS OF FOOD LOGOS


Area of Enquiry 2

UNPROMPTED AWARENESS OF FOOD LOGOS Respondents were asked about their awareness of different logos that help customers choose the food they buy in the supermarket.

In April 2015, just three percent of respondents, when unprompted, were aware of the Health Star Rating system. In less than 12 months, unprompted awareness has increased more than four-fold to 13% of respondents.

Excluding brand names and logos, the Health Star Rating system is the third most recognised food logo in the supermarket.

Figure B1: Apart from brand names, thinking about different logos that help customers choose the food they buy in the supermarket, which ones are you aware of?



Area of Enquiry 2

UNPROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEM

AGE GROUPUnprompted awareness of the Health Star Rating system was significantly higher amongst respondents under the age of 35, as they are nearly twice as likely to mention the Health Star Rating system compared to those aged 35 and over.

Table B1. Age GroupAge Group Sep-15 Feb-16

Under 35 15.9% 18.4%

Between 35 to 54 10.5% 10.8%

55 or over 8.7% 10.2%

GENDERUnprompted awareness of the Health Star Rating system continues to be higher amongst females than males.

Table B2. GenderGender Sep-15 Feb-16

Females 14.7% 15.1%

Males 8.4% 10.6%

HOUSEHOLD INCOMEDespite a significant increase in unprompted awareness amongst respondents with a household income of less than $50,000 per annum in the latest period, they still remain less likely to be aware of the Health Star Rating system, compared to respondents with an annual income of at least $50,000.

Table B3: Household IncomeGross Household Income Sep-15 Feb-16

<$50,000 6.6% 10.1%

$50,000 to $99,999 14.1% 13.9%

$100,000 or more 13.4% 13.6%

BODY MASS INDEXUnprompted awareness of the Health Star Rating system was negatively correlated with BMI. Comparing the latest result to September 2015, there has been little change in the awareness of the Health Star Rating amongst respondents with a BMI of 30 or greater.

Table B4: BMIBody Mass Index Sep-15 Feb-16

<25.0 13.7% 15.6%

25.0 to 29.9 10.4% 14.0%

≥ 30.0 8.1% 8.8%

Tables B1 to B4: Apart from brand names, thinking about different logos that help customers choose the food they buy in the supermarket, which ones are you aware of? Sample: Age Group - Under 35 (Sept-15 n=610; Feb-16 n=609), 35 to 54 (n=655; n=710), 55 and over (n=771; n=686). Gender – Females (n=989; n=1,027), Males (n=1,047; n=978). Gross Household Income - <$50,000 (n=636; n=515), $50,000 to $99,999 (n=652; n=575), $100,000 or more (n=471; n=623). Body Mass Index – Less than 25.0 (n=731; n=736), 25.0 to 29.9 (n=588; n=542), ≥ 30.0 (n=395; n=363).


Area of Enquiry 2

UNPROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEM

INDIGENOUS STATUS*Despite an increase in awareness in the latest period, unprompted awareness amongst respondents of Aboriginal and/or Torres Strait Islander background still remains significantly lower than non-Indigenous Australians.

Table B5: Indigenous StatusIndigenous Status Sep-15 Feb-16

Indigenous 4.4% 6.7%

Non-indigenous 11.7% 13.1%

LANGUAGE SPOKEN AT HOMEThe language spoken at home is not a decisive factor in unprompted awareness of the Health Star Rating system amongst respondents.

Table B6 – LanguageLanguage Sep-15 Feb-16

Engl i sh only 11.4% 12.9%

Other than Engl i sh 10.6% 13.5%

LOCATION – METROPOLITAN VS REGIONAL / RURALRespondents living in metropolitan areas remain more likely to nominate the Health Star Rating system as a food logo than those living in regional or rural areas of Australia.

Table B7: Residential LocationLocation Sep-15 Feb-16

Metro 12.5% 13.5%

Regional/rura l 8.8% 11.4%

HOUSEHOLD STRUCTURE – CHILDRENThere is very little difference in unprompted awareness by whether households consist of children or not.

Table B8: Children at homeChildren at Home Sep-15 Feb-16

With chi ldren 13.0% 13.2%

No chi ldren 10.7% 12.9%

Tables B5 to B8: Apart from brand names, thinking about different logos that help customers choose the food they buy in the supermarket, which ones are you aware of? Sample: Indigenous Status – Indigenous (Sept-15 n=45; Feb-16 n=30), Non-Indigenous (n=1,942; n=1,931). Language – English only (n=1,651; n=1,665), Language other than English (n=358; n=319). Location – Metro (n=1,467; n=1,423), Regional / Rural (n=568; n=578). Children at Home – With Children (n=661; n=680), No Children (n=1,335; n=1,268). *Caution in using this result, due to small sample size


Area of Enquiry 2

PROMPTED AWARENESS OF LOGOS ON PACKAGING

Prompted awareness of the Health Star Rating system continues to rise, with prompted awareness of the Health Star Rating system at 61%, or a 15% increase compared to the September 2015 result.

Figure B2: Which of the following are you aware of on food packaging?


PROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEMIn less than 12 months, prompted awareness of the Health Star Rating system has nearly doubled, from 33% of respondents (in April 2015) to just over 60% in February 2016.

Figure B3: Which of the following are you aware of on food packaging? Sample: 2,036



Area of Enquiry 2

PROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEM

AGE GROUPPrompted awareness of the Health Star Rating system remains higher amongst respondents aged under 35 (in line with unprompted awareness).

Table B9: Age GroupAge Group Sep-15 Feb-16

Under 35 63.8% 66.0%

Between 35 to 54 50.5% 61.3%

55 or over 47.2% 54.8%

GENDERBoth unprompted and prompted awareness of the Health Star Rating system is higher amongst females than males.

Table B10: GenderGender Sep-15 Feb-16

Females 55.3% 63.8%

Males 51.3% 57.1%

HOUSEHOLD INCOMELike unprompted awareness, prompted awareness of the Health Star Rating system remains higher amongst respondents with a household income of at least $50,000.

Table B11: Household IncomeGross Household Income Sep-15 Feb-16

<$50,000 48.7% 58.3%

$50,000 to $99,999 58.7% 63.1%

$100,000 or more 53.5% 60.4%

BODY MASS INDEXAwareness of the Health Star Rating system continues to be higher amongst respondents who have a BMI of less than 25.

Table B12: BMIBody Mass Index Sep-15 Feb-16

<25.0 57.2% 64.7%

25.0 to 29.9 51.0% 57.9%

≥ 30.0 49.4% 56.2%

Tables B9 to B12: Which of the following are you aware of on food packaging? Sample: Age Group - Under 35 (Sept-15 n=610; Feb-16 n=609), 35 to 54 (n=655; n=710), 55 and over (n=771; n=686). Gender – Females (n=989; n=1,027), Males (n=1,047; n=978). Gross Household Income - <$50,000 (n=636; n=515), $50,000 to $99,999 (n=652; n=575), $100,000 or more (n=471; n=623). Body Mass Index – Less than 25.0 (n=731; n=736), 25.0 to 29.9 (n=588; n=542), ≥ 30.0 (n=395; n=363).


Area of Enquiry 2

PROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEM

INDIGENOUS STATUS*Prompted awareness amongst respondents of Aboriginal and/or Torres Strait Islander background has dropped off slightly, however, the drop is not statistically significant.

Table B13: Indigenous StatusIndigenous Status Sep-15 Feb-16

Indigenous 62.2% 56.7%

Non-indigenous 53.0% 60.4%

LANGUAGE SPOKEN AT HOMERespondents who speak a language other than English at home continue to be more likely to be aware of the Health Star Rating system.

Table B14: LanguageLanguage Sep-15 Feb-16

Engl i sh only 52.8% 59.7%

Other than Engl i sh 55.0% 65.8%

LOCATION – METROPOLITAN VS REGIONAL / RURALRespondents living in metropolitan areas were marginally more likely to be aware of the Health Star Rating system than those living in regional or rural areas of Australia.

Table B15: Residential LocationLocation Sep-15 Feb-16

Metro 54.4% 60.7%

Regional/rura l 50.4% 59.7%

HOUSEHOLD STRUCTURE – CHILDRENCompared to September 2015, respondents with no children living at home recorded a significant increase in awareness, compared to a slight increase for those with children living at home.

Table B16: Children at homeChildren at Home Sep-15 Feb-16

With chi ldren 57.8% 59.8%

No chi ldren 51.3% 63.2%

Tables B13 to B16: Which of the following are you aware of on food packaging? Sample: Sample: Indigenous Status – Indigenous (Sept-15 n=45; Feb-16 n=30), Non-Indigenous (n=1,942; n=1,931). Language – English only (n=1,651; n=1,665), Language other than English (n=358; n=319). Location – Metro (n=1,467; n=1,423), Regional / Rural (n=568; n=578). Children at Home – With Children (n=661; n=680), No Children (n=1,335; n=1,268). *Caution in using this result, due to small sample size


Area of Enquiry 2

SECTION C: KNOWLEDGE & UNDERSTANDING OF THE HEALTH STAR RATING SYSTEM


Area of Enquiry 2

UNDERSTANDING OF WHAT THE HEALTH STAR RATING SYSTEM MEANSFor respondents who were aware of the Health Star Rating system, just over half were aware that the Health Star Rating system represents a rating scale of the healthiness of a food product or a comparison between two products in the same category. This is somewhat down compared to the previous result; however, respondents were generally aware that the Health Star Rating system represents a comparative rating between products, identification of which products are healthier or provision of information on nutrition profile.

Figure C1: When the Health Star Rating system is on the packaging of food, what do you think it means?



Area of Enquiry 2

UNDERSTANDING ABOUT HOW THE NUMBER OF STARS ON A PRODUCT IS DETERMINEDRespondents were asked their opinion about how the number of stars on a product is determined.

Generally, most respondents are aware that the number of stars on a product is determined by the nutritional analysis of products, or based on the healthiness of a product.

Only a small proportion of respondents believe a manufacturer can simply decide how many stars their products have.

Figure C2: In your opinion, how is the number of stars on a product determined?



Area of Enquiry 2

STATEMENTS ABOUT THE HEALTH STAR RATING SYSTEMCompared to the previous two surveys, a similar percentage of respondents agree that the Health Star Rating system helps them to identify a healthier option or makes it easier to compare products.

Although most respondents believe the Health Star Rating system assists in their decision making process whilst purchasing food products, one in four hold the view that it’s just another logo on food products that adds to the confusion.

Table C1: How strongly do you agree or disagree that the Health Star Rating system…?

Sample: April 2015 n= 334; September 2015 n= 1,084; February 2016 n= 1,213


Area of Enquiry 2

USING THE HEALTH STAR RATING SYSTEM Respondents were asked how they would use the Health Star Rating system.

Compared to the previous survey result in September 2015, there has been a significant increase in the proportion of respondents who reported that they are not intending to use the Health Star Rating system, increasing from 13.6% to 17.3% (p=0.02).

Although there has been an increase in the proportion of respondents who would not use the Health Star Rating system, it is important to note that two in three would use the system to compare products and determine the healthiness of products (marginally down on the September 2015 survey result, 65.6% to 67.0%).

Figure C3: How would you use the Health Star Rating system?



Area of Enquiry 2

UNDERSTANDING WHAT ONE STAR OR FIVE STARS MEANS

Respondents were asked about their understanding of what one star on a product means.

Respondent’s level of knowledge on the difference between a product with one star as opposed to a product with five stars remains high. In addition, fewer respondents in the current survey were unsure of what one or five stars represented on a food product.

Figure C4: If a food product has one star, what do you think this means?


Figure C5: If a food product has five stars, what do you think this means?



Area of Enquiry 2

STATEMENTS ABOUT THE HEALTH STAR RATING SYSTEM – A PRODUCT WITH MORE STARS…

Respondents were asked a series of statements about products with the Health Star Rating system.

There was marginal change in the February 2016 result compared to the previous survey relating to what a product with more stars represented.

However, significantly fewer respondents in the latest survey felt that a product with more stars meant it was more expensive (21% ct. 26%, p=0.001) and a product with more stars doesn’t taste as good as one with fewer stars (10% ct. 14%, p=0.001).

Table C2: How strongly do you agree or disagree that a product with more stars means…?



Area of Enquiry 2The Health Star Rating system was displayed in the five different options available. Respondents were asked which they believe is easiest to understand, to recognise and which provides sufficient information.

EASIEST TO UNDERSTANDThe two Health Star Rating system graphic versions with the star rating and the additional nutrient information continue to be assessed by respondents as the easiest to understand.

Table C13: The Health Star Rating system can be displayed in five different ways. Please select the style you believe is the easiest to understand?


EASIEST TO RECOGNISEThe graphic with the most detailed nutrient information remains the version respondents’ view as the easiest to recognise.

The single circle graphic is also seen as easy to recognise, with a slightly higher proportion of respondents selecting this version compared to the September 2015 survey.

Table C4: The Health Star Rating system can be displayed in five different ways. Please select the style you believe is the easiest to recognise?



Area of Enquiry 2

PROVIDES SUFFICIENT INFORMATIONSimilar to being the easiest to understand, the two graphics with additional nutritional information remain the versions that respondents believe provide sufficient information.

Table C5: The Health Star Rating system can be displayed in five different ways. Please select the style you believe provides sufficient information?


PREFERRED OPTIONThe two graphics with the detailed nutritional information remain as respondents preferred options in the latest survey. Both graphics continue to be judged by respondents as the easiest to understand as well as providing the necessary information.

Table C6: Overall, please select the style you prefer the most?



Area of Enquiry 2

SECTION D: PURCHASING BEHAVIOUR


Area of Enquiry 2

PURCHASED PRODUCT WITH THE HEALTH STAR RATING SYSTEMIn line with the increase in awareness, a significantly higher proportion (compared to the previous surveys) of respondents in the latest survey reported that they had purchased a product with the Health Star Rating system.

Importantly, the recall amongst respondents of having purchased a product with the stars was significantly higher across most of the key demographic groups, including by age, gender, household income and BMI. The only key demographic group not to have an increase was respondents from regional/rural locations.

Table D1: In the past three months have you purchased a product that had the Health Star Rating system?

Sample: April 2015 n= 334; September 2015 n= 1,084; February 2016 n= 1,213

Table D2: Age Group Table D3: Body Mass Index

Table D4: Household Income Table D5: Gender

Table D6: Language Table D7: Children at Home

Table D8: Residential Location

Tables D2 to D8: In the past three months have you purchased a product that had the Health Star Rating system? Sample: Age Group - Under 35 (September 2015 n=389; February 2016 n=402), 35 to 54 (n=331; n=435), 55 and over (n=364; n=376). Gender – Females (n=547; n=655), Males (n=537; n=558). Gross Household Income - <$50,000 (n=310; n=300), $50,000 to $99,999 (n=383; n=363), $100,000 or more (n=252; n=376). Body Mass Index – Less than 25.0 (n=418; n=476), 25.0 to 29.9 (n=300; n=314), ≥ 30.0 (n=195; n=204). Language – English only (n=872; n=994), Language other than English (n=197; n=210). Location – Metro (n=798; n=864), Regional / Rural (n=286; n=345). Children at Home – With Children (n=382; n=430), No Children (n=685; n=767).


Area of Enquiry 2

HEALTH STAR RATING SYSTEM INFLUENCED CHOICE A slightly higher proportion of respondents who had purchased a product with the Health Star Rating system reported that it had influenced their selection (increase compared to September 2015 result not statistically significant). Men were more likely to have the stars on a product packaging influence their selection than women (63% ct. 55%, p=0.05).

Table D9: Did the Health Star Rating system on the product influence your choice?

Sample: September 2015 n= 489; February 2016 n= 626

HOW THE HEALTH STAR RATING SYSTEM INFLUENCED CHOICEIn the latest survey, more than one in two respondents who had purchased a product with the stars on the packaging was directly influenced by the number of stars in purchasing a difference product.

Overall, this represents one in six respondents who were aware of the Health Star Rating system, or one in three who had purchased a product with the Health Star Rating system on the packaging.

Table D10: How did it influence your choice?



Area of Enquiry 2

REASONS WHY THE HEALTH STAR RATING SYSTEM DID NOT INFLUENCE CHOICEFor respondents whose purchasing was not influenced by the Health Star Rating system, personal preference remained the main reason, followed by their own ability to determine what products are healthy.

Figure D1: Why didn’t the Health Star Rating system influence your choice?



Area of Enquiry 2

CONTINUE TO BUY THE PRODUCTFor respondents who were influenced in purchasing a product due to the Health Star Rating system, nine in ten reported they will continue to purchase the product (identical result to the September 2015 survey).

Table D11: Have you continued or will continue to buy the product?


LIKELIHOOD OF THE HEALTH STAR RATING SYSTEM INFLUENCING CHOICES IN THE FUTURE A similar proportion of respondents (compared to the September 2015 survey) reported that they are likely to use the Health Star Rating system in the future when selecting food products.

Intended usage of the Health Star Rating system was similar across key demographic profiles, including age, gender, BMI and household income.

Table D12: How likely or unlikely is the Health Star Rating system to influence choices you make in the future when buying food?

Sample: September 2015 n= 1,084; February 2016 n= 1,213


Area of Enquiry 2

HEALTH STAR RATING SYSTEM COMPARISON – WHICH IS THE HEALTHIER OPTION?

Respondents understanding and knowledge of comparing Health Star Rating system graphics to determine the healthiness of a product remains high.

Table D13: Please select which you think is a healthier option in each pair?







Area of Enquiry 2






Area of Enquiry 2

FOODS AND / OR BEVERAGES PURCHASED IN THE SUPERMARKET WITH THE HEALTH STAR RATING SYSTEM

For respondents who reported having purchasing a product with the Health Star Rating system, breakfast cereals remains the main food category, followed by yoghurts/desserts and cereal bars.

Figure D2: Please select which foods and/or beverages you purchased in the supermarket which had the Health Star Rating system on them.



Area of Enquiry 2

FOODS AND / OR BEVERAGES IMPORTANT TO HAVE THE HEALTH STAR RATING ON THEM

Breakfast cereals remain as an important food category to have the Health Star Rating system, followed by cereal/nut/fruit bars, ready meals/meal kits and yoghurt and dairy desserts.

Figure D3: Please select which foods and/or beverages you believe it is important to have the Health Star Rating system on them?



Area of Enquiry 2

SECTION E: ADVERTISING AWARENESS


Area of Enquiry 2

AWARENESS AND SOURCE OF HEALTH STAR RATING SYSTEM ADVERTISING

Despite the increased awareness of the Health Star Rating system, fewer respondents could recall hearing/seeing any advertising featuring the Health Star Rating system. The increased awareness was driven by product coverage (i.e. seeing products in the supermarket or in a catalogue) rather than by direct promotion and/or advertising of the rating system.

Table E1: In the last three months, do you remember seeing, hearing or reading any advertising or promotions about the Health Star Rating system?


Figure E1: Where had you seen or heard about the Health Star Rating system?



Area of Enquiry 2

PRODUCT ADVERTISED OR PROMOTED

The recall of products advertised that featured the Health Star Rating system aligned closely with the purchasing habits, with breakfast cereals, dairy products and cereal bars heading the top of the list.

Table E2: What product or products were being advertised or promoted?


INFLUENCE ADVERTISING HAD ON PURCHASING A PRODUCT WITH THE HEALTH STAR RATING SYSTEM

Advertising of the Health Star Rating system or products with the Health Star Rating system continues to drive behaviours, with around one in two influenced by the advertising when determining what product to purchase.

Table E3: After seeing or hearing this advertising or promotion(s) for products with a Health Star Rating system, did it influence you to buy a product or products you normally wouldn’t buy?



Area of Enquiry 2

SECTION F: ATTITUDES AND PERCEPTIONS ABOUT THE HEALTH STAR RATING SYSTEM


Area of Enquiry 2

STATEMENTS ABOUT THE HEALTH STAR RATING SYSTEM – PERCEPTIONS AND ATTITUDES

Despite the increased awareness of the Health Star Rating system and the proportion of respondents who had purchased a product with the Health Star Rating system on the packaging, the perceptions towards the Health Star Rating system have slightly dropped off compared to the previous survey.

Significantly fewer respondents (compared to September 2015 survey) reported that they view the Health Star Rating system as reliable (50% ct. 54%, p=0.05) or that it is easy to use (68% ct. 72%, p=0.04).

Overall, there was a slight decline compared to the September 2015 result in the proportion of respondents who trust the Health Star Rating system, or see it as relevant to their family (not statistically significant).

Table F1: How strongly do you agree or disagree that the Health Star Rating system…?







Area of Enquiry 2

LEVEL OF CONFIDENCE IN THE HEALTH STAR RATING SYSTEM

Whilst the proportion of respondents who have a high level of confidence in the Health Star Rating system has increased slightly in the latest survey result (increase not statistically significant), there has been a significant decline in those who have a ‘somewhat’ high level of confidence in the system (p=0.02).

The shift from the previous survey has meant respondents have gone one of two ways, either have a high level of confidence, or low. The proportion ‘sitting on the fence’ has remained identical.

Table F4: What best describes your level of confidence in the Health Star Rating system…?



summary of key findings - department of health · web viewfor respondents whose purchasing was not...

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