Industry and academia are cooperating on a new study investigating the effects of the Health Star Rating System.
The study will bring together two specialist FMCG research agencies, experts in consumer decision-making from two universities and various FMCG manufacturers.
Chris Thomas, founder of Play Market Research, one of the agencies involved, says the study is needed as manufacturers have to understand and effectively plan for potential changes in shopper and consumer behaviour as the Health Star rollout gathers momentum.
“What I believe the industry needs is a much larger and more holistic approach to comprehensively understand the likely impact of the Health Star System through different lenses,” he said. “We need to understand the impact of Health Stars from shopper, consumer, category and brand perspectives.”
Mr Thomas says the study is aimed at understanding how the Health Star Rating System could impact retailers and suppliers at both micro and macro levels.
“That involves understanding things at the category level [What categories are more or less at risk?], the shopper level [What do Health Stars mean to them?], and the consumer level [Are they feeling empowered or confused?) and, of course, understanding things from a brand perspective [How will Health Stars change the current repertoire of brands purchased?],” he said.
If you would like to be involved in the Health Star Study (participation deadline is June 17) or would like more information, email chris@playmr.com.au to receive an overview.
