Consumer choice and the role of front-of-pack labelling: the Health Star Rating system

Abstract

Objectives:The Health Star Rating (HSR) system is an interpretative front-of-pack labelling (FOPL) scheme for Australia and New Zealand, which aims to guide consumers towards foods higher in components associated with a healthy diet and lower in energy and nutrients associated with an increased risk of disease, and thereby reduce the diet-related burden of disease. Type of program: A government-endorsed and funded nutrient profiling model for application to packaged foods and beverages in retail environments. Methods: By considering the nutritional profile of a product, based on widely accepted risk-increasing and beneficial components, and assigning a rating from 0.5 to 5 stars, the HSR system simplifies complex nutrition information and messages to highlight the healthier options within a given product range. Results: Implementation of the HSR system is progressing well, with a rapidly increasing presence in supermarkets. Consumer understanding and use of the system is increasing and sentiments are generally favourable. People are changing purchasing behaviour by using the system to select healthier choices. The great majority of HSRs displayed on packs are accurate and industry is reformulating products to improve nutritive quality. However, some issues of concern have been raised during the implementation period. These are being investigated through an independent review of the system. Lessons learnt: The experience of the HSR system, particularly its governance structures, has demonstrated that when disparate stakeholders are included in the process, a workable and acceptable system that achieves tangible outcomes can be implemented.