Health Star Rating Consumer Research and Message Testing

The purpose of this research was to help inform the development of a consumer marketing and education campaign to raise awareness, recognition, understanding, and correct use of the Health Star Rating (HSR) system. The HSR is a new voluntary front-of-pack labelling system developed for use in New Zealand and Australia. It takes the guesswork out of reading nutrition labels and allows consumers to make better informed, healthier choices quickly and easily when comparing similar packaged foods. The HSR system was developed through a collaborative process between the Australian state and territory governments, the New Zealand Government, the food manufacturing and retail industry, and public health experts. New Zealand joined Australia to implement the system in June 2014. The Ministry for Primary Industries (MPI) is leading the development, implementation and governance of the HSR system, while the Ministry of Health is funding HPA to develop, implement, and monitor the consumer campaign.