The impact of the health star rating front-of-packaging label on preferences for food products

Purpose The Health Star Rating (HSR) is a front-of-pack labeling system that helps consumers understand the nutritional values of foods. In this study, we examined the effects of the presence (vs. absence) of an HSR label on consumer choice behavior and perception of healthiness. Design/methodology/approach In an experimental study, we tested if the presence (vs. absence) of an HSR label provides a competitive advantage over a rival product that lacks the label, influencing purchase intentions. Participants were asked to choose among two competing products, with and without the labels, in a full factorial design. Findings Results showed that products with an HSR label had a competitive advantage over the rival products that did not have the label. Moreover, this effect emerged more strongly for some products than others. Thus, while front-of-pack (FOP) labels can enhance sales, their impact may vary based on the specific product or brand. Originality/value This paper offers novel insights into the implications of HSR labels for consumer behavior and marketing strategies, particularly in the context of their potential use as a marketing tool by companies to boost sales in the food industry.