Area of Enquiry 2
PROGRESS REPORT ON MONITORING THE IMPLEMENTATION OF THE HEALTH STAR RATING SYSTEM
AREA OF ENQUIRY 2
CONSUMER 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
CONTENTS
SUMMARY OF KEY FINDINGS
BACKGROUND AND METHOLOGY
STUDY AIMS
SECTION A: GENERAL SUPERMARKET SHOPPING
MAIN INFLUENCE WHEN CHOOSING BETWEEN TWO PRODUCTS
FREQUENCY OF VISITS TO THE SUPERMARKET
SUPERMARKETS VISITED IN THE PAST MONTH
AVERAGE SPEND PER VISIT TO THE SUPERMARKET
COMPARING HEALTHINESS OF PRODUCTS
USE OF NUTRITION INFORMATION PANEL
SECTION B: AWARENESS OF FOOD LOGOS
UNPROMPTED AWARENESS OF FOOD LOGOS
UNPROMPTED AWARENESS OF THE HEALTH STAR RATING LOGO
PROMPTED AWARENESS OF LOGOS ON PACKAGING
PROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEM
SECTION C: KNOWLEDGE & UNDERSTANDING OF THE HEALTH STAR RATING SYSTEM
UNDERSTANDING OF WHAT HEALTH STAR RATING SYSTEM MEANS
UNDERSTANDING ABOUT HOW THE NUMBER OF STARS ON A PRODUCT IS DETERMINED
STATEMENTS ABOUT HEALTH STAR RATING SYSTEM
USING THE HEALTH STAR RATING SYSTEM
UNDERSTANDING WHAT ONE STAR OR FIVE STARS MEANS
STATEMENTS ABOUT HEALTH STAR RATING SYSTEM – A PRODUCT WITH MORE STARS…
EASIEST TO UNDERSTAND
PROVIDES SUFFICIENT INFORMATION
PREFERRED OPTION
SECTION D: PURCHASING BEHAVIOUR
PURCHASED PRODUCT WITH HEALTH STAR RATING SYSTEM
HEALTH STAR RATING SYSTEM INFLUENCED CHOICE
HOW THE HEALTH STAR RAITNG SYSTEM INFLUENCED CHOICE
REASONS WHY HEALTH STAR RATING SYSTEM DIDN’T INFLUENCE CHOICE
CONTINUE TO BUY THE PRODUCT
LIKELIHOOD THE HEALTH STAR RATING SYSTEM INFLUENCING CHOICES IN THE FUTURE
HEALTH STAR RATING SYSTEM COMPARISON – WHICH IS THE HEALTHIER OPTION?
FOODS AND / OR BEVERAGES PURCHASED IN THE SUPERMARKET WITH HEALTH STAR RATING
FOODS AND / OR BEVERAGES IMPORTANT TO HAVE THE HEALTH STAR RATING ON THEM
SECTION E: ADVERTISING AWARENESS
AWARENESS AND SOURCE OF HEALTH STAR RATING SYSTEM ADVERTISING
PRODUCT ADVERTISED OR PROMOTED
INFLUENCE ADVERTISING HAD ON PURCHASING A PRODUCT WITH THE HEALTH STAR RATING
SECTION F: ATTITUDES AND PERCEPTIONS ABOUT THE HEALTH STAR RATING SYSTEM
STATEMENTS ABOUT THE HEALTH STAR RATING SYSTEM – PERCEPTIONS AND ATTITUDES
LEVEL OF CONFIDENCE IN THE HEALTH STAR RATING SYSTEM
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 proportionof 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.
BACKGROUND AND METHOLOGY
STUDY AIMS
The 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 systemaccurately 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 PARTNER
Data 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.
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 systemrepresents, 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 Ratingacross 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 systemis 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 systemand 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 systeminfluenced the purchasing decision.
- Perceptions towards the Health Star Rating system:
Whether the Health Star Rating systemis credible, trusted, easy to use, easy to understand and overall 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 REPORTING
Data 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
Table i: Demographic characteristics of the sample
SECTION A: GENERAL SUPERMARKET SHOPPING
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
FREQUENCY OF VISITS TO THE SUPERMARKET
There 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?
Sample: September 2015 = 2,036; February 2016 = 2,005
SUPERMARKETS VISITED IN THE PAST MONTH
The 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?
Sample: September 2015 = 2,036; February 2016 = 2,005
AVERAGE SPEND PER VISIT TO THE SUPERMARKET
The 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?
Sample: September 2015 = 2,036; February 2016 = 2,005
COMPARING HEALTHINESS OF PRODUCTS
Close 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?
Sample: September 2015 = 2,036; February 2016 = 2,005
USE OF NUTRITION INFORMATION PANEL
More 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…?
Sample: September 2015 = 2,036; February 2016 = 2,005
SECTION B: AWARENESS OF FOOD LOGOS
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?
Sample: September 2015 = 2,036; February 2016 = 2,005
UNPROMPTED AWARENESS OF THE HEALTH STAR RATING SYSTEM
AGE GROUP
Unprompted awareness of the Health Star Rating systemwas significantly higher amongst respondents under the age of 35, as they are nearly twice as likely to mention the Health Star Rating systemcompared to those aged 35 and over. / Table B1. Age GroupGENDER
Unprompted awareness of the Health Star Rating systemcontinues to be higher amongst females than males. / Table B2. GenderHOUSEHOLD INCOME
Despite 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 IncomeBODY MASS INDEX
Unprompted awareness of the Health Star Rating systemwas 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: BMITables 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).
UNPROMPTED AWARENESS OF THE HEALTH STAR RATINGSYSTEM
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 significantlylower than non-Indigenous Australians. / Table B5: Indigenous StatusLANGUAGE SPOKEN AT HOME
The language spoken at home is not a decisive factor in unprompted awareness of the Health Star Rating system amongst respondents. / Table B6 – LanguageLOCATION – METROPOLITAN VS REGIONAL / RURAL