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FMCG firms, universities to study Health Star Ratings

health star

A new major study will investigate the impact of Health Star Ratings.

Australian universities, FMCG manufacturers, market research agency Play Market Research, and an insights partner have joined forces to undertake a large-scale nationwide probe into the Health Star rating system.

Chris Thomas, founder at Play Market Research, said the study is needed as manufacturers have to understand and effectively plan for potential changes in shopper and consumer behaviour.

Thomas said the FMCG research firm had already conducted small-scale studies, commissioned by individual manufacturers, focused on specific brands. The firm now wants to create an industry-wide study that can advise participating retailers and suppliers how the health star rating is likely to impact them at both the macro and micro levels.

“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,” Thomas said.

“That involves understanding things at the category level (e.g. what categories are more or less at risk), the shopper level (e.g. what do Health Stars mean to them), and the consumer level (e.g. 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).”

The research will also be used to publish a selection of journal articles and white papers.

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