HSR Phase 4 evaluation results
We covered the 2016 Evaluation Report of the Health Star Rating (HSR) back in Issue 22 (March 2016), and there is now a 2017 report evaluating Phase 4 of the campaign. The report was completed by an Independent company called Pollinate Research.
Phase four of the campaign included: five online videos; five out of home advertisements; five in-store magazine advertisements; an online advertisement; a mobile-specific advertisement; and an advertisement on Taste.com.au Taste Health Hotline. The campaign achieved 18% recognition, down on 2016 levels at 25% recognition
The key findings were as follows:
Awareness of the HSR has continued to increase, rising from 59% in 2016 to 75% in 2017 (note awareness is different to recognition). Interestingly, awareness remains highest among young people: 86% in 18-24-year olds. People within the healthy BMI range have higher awareness of the HSR than those who are obese, and females (78%) have higher awareness than males (70%).
The HSR is driving behaviour change. Of those who are aware of the HSR, 35% have bought a new product because it had a higher HSR. Of those who both are aware of, and recognise, the campaign this figure is higher again at 60%.
The HSR is creating lasting change. Of those people who bought a new product because it had a higher HSR, 82% have continued to buy it.
The likelihood to use the HSR on a regular basis has decreased from 50% in 2016 to 44% in April 2017, however overall there continues to be very low levels of strong negativity toward the HSR.
The proportion of people wanting to see the HSR on “more” or “all” packaged foods has declined from 65% to 55%., primarily due to more people saying they ‘didn’t mind either way’. Three in ten said they would like to see the HSR on all products.
The researchers state the HSR’s strength remains the clarity of the system with high levels of agreement that the HSR ‘makes it easier to identify the healthier option’ (67% agree) and that it is ‘easy to understand’ (70% agree).
The report investigated other influences on purchase choice and found three in ten respondents shop with specific dietary requirements/allergies in mind and for these shoppers, consideration the HSR may be limited or even ignored.
The authors recommend that owing to the strong level of awareness, the next phase of the campaign could focus on how to use the HSR correctly and resolve any confusion and misconceptions
You can read the report here