Promoção de alimentos em encartes de diferentes supermercados: uma análise baseada no guia alimentar para a população brasileira

Abstract

Supermarkets influence the population's purchasing behavior and play a prominent role in the interface between consumers and the food system. These establishments develop increasingly sophisticated promotion strategies, increasing their influence on consumption patterns. Studies have shown that unhealthy foods are the most promoted despite offering different food items, meeting nutritional guidelines. This study aimed to evaluate the promotion of food in supermarket circulars. A cross-sectional, descriptive study with food data was obtained from promotional circulars of five supermarket chains from June 2019 to May 2020. The promotion of food in the circulars was evaluated according to the NOVA classification (fresh or minimally processed foods (AIN/MP), processed culinary ingredients (ICP), processed foods (AP), and ultra-processed foods (AUP)) according to the characteristics of each network (type of circular used, scope and target audience). In total, 68.488 food items were analyzed, most of them classified as AUP (51,8%), followed by AIN/MP (30,6%). The AP (14,2%) and ICP (3,4%) were the least promoted. Regarding the types of circulars, the special and the traditional were the ones that most promoted the AUP (57,6%, 54,4%, respectively). Although the “hortifruti” types promote more AIN/MP (63%), a quarter of the total foods promoted in this type of circular were AUP. Statistically significant differences were found between all NOVA categories according to the network's coverage and target audience. Supermarkets with local coverage promote more AUP (53,9%) and ICP (3,8%) compared to national/international ones (48,1% and 2,6%, respectively). The supermarket chain aimed at a target audience with high purchasing power promoted more than AIN/MP (35%), AP (18,7%), and ICP (3,9%) compared to those aimed at the medium-sized public/low purchasing power (30,3%, 13,9%, and 3,4%, respectively). The study confirms that supermarket circulars show a high promotion of AUP with differences in the promotion of food between the chains. It is necessary to develop programs and/or interventions that restrict the promotion of AUP and encourage the promotion of healthy foods in these establishments that influence, through circulars, the population's food choices.