Sazonalidade da promoção de alimentos ultraprocessados em encartes de supermercados

Abstract

Supermarkets have an important influence on the purchase of food and use marketing strategies to stimulate sales. Supermarket flyers represents a strategy to promote sales and are widely used by consumers. Seasonality interferes in food availability and may be related to marketing. Objective: to evaluate the influence of seasonality on food promotion in supermarket flyers of large five Brazilian supermarket chains, aiming to contribute to the monitoring of food environments. Methods: Observational, transverse and descriptive study. The data are from the five largest supermarket chains in the metropolitan region of Rio de Janeiro, from June 2019 to May 2020. The ultra-processed foods (UPF) were classified considering the NOVA food classification. The UPF were grouped based on subgroups. The inserts were divided into traditional and seasonal. Seasonality and food promotion were analyzed according to festive dates (“São João”, Father's Day, Christmas, New Year, Carnival, Easter and Mother's Day) and seasons (summer, autumn, winter and spring). Data were presented as absolute and relative frequencies. The chi-square test was used to test differences between outcomes and exposure variables. Results: Warm seasons (summer and spring) showed greater UPA promotion. No increase in the promotion of festivities flyers was found when compared to traditional inserts. Specific festivities holidays showed the increase of promotion of subgroups of UPF. The period of Christmas/New Year and Carnival it was observed layout changes in all networks. Conclusion: There is an influence of seasonality on UPF promotion, especially by certain supermarket chains and specific UPF groups. Regulatory measures, including supermarkets, are needed in order to reduce the promotion and stimulation of UPF consumption.