Consumers' Perceptions of the Australian Health Star Rating Labelling Scheme

Fiona Pelly; Elizabeth Swanepoel; Joseph Rinella; Sheri Cooper

doi:10.3390/nu12030704

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Consumers' Perceptions of the Australian Health Star Rating Labelling Scheme

Journal article

Open access

Peer reviewed

Consumers' Perceptions of the Australian Health Star Rating Labelling Scheme

Fiona Pelly, Elizabeth Swanepoel, Joseph Rinella and Sheri Cooper

Nutrients, Vol.12(3), 704

2020

DOI: https://doi.org/10.3390/nu12030704

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Abstract

consumer perception

front-of-pack labelling

health star rating

nutrition labelling

qualitative research

The objective of this study was to explore consumers' use and perception of the Australian Health Star Rating (HSR). A purposive sample of fifteen Australian grocery shoppers was recruited into four focus groups using a supermarket intercept strategy. Focus group discussions were recorded, transcribed and analysed using an iterative approach to thematic analysis. Three key themes emerged from analysis. The HSR was seen as simple, uncluttered, easy to understand and useful for quick comparison across products. The nutrition information was viewed positively; however, there was little confidence in the HSR due to a perceived lack of transparency in the criteria used to determine the number of stars. Highly processed foods were generally seen as having inflated ratings and participants expressed concern that this would increase consumption of these products. Finally, there was a belief that the HSR had a lack of negative imagery limiting the dissuasive impact on consumers when presented with low-rated foods. Consumers saw benefits in the HSR but were sceptical about how the ratings were derived. Transparency about the development and education on the application may assist with consumers' perception of the HSR.

Details

Title: Consumers' Perceptions of the Australian Health Star Rating Labelling Scheme
Authors: Fiona Pelly (Author) - University of the Sunshine Coast
Elizabeth Swanepoel (Author) - University of the Sunshine Coast
Joseph Rinella (Author) - University of the Sunshine Coast
Sheri Cooper (Author) - Southern Cross University
Publication details: Nutrients, Vol.12(3), 704; 9
Publisher: MDPI AG
Date published: 2020
DOI: 10.3390/nu12030704
ISSN: 2072-6643
Copyright note: Copyright © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Organisation Unit: Australian Centre for Pacific Islands Research; University of the Sunshine Coast, Queensland; School of Health - Nutrition & Dietetics; School of Health and Sport Sciences - Legacy; School of Health and Behavioural Sciences - Legacy
Language: English
Record Identifier: 99450963302621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Nutrition & Dietetics

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