0019/2022 - Associação entre padrão de publicidade e alimento ultraprocessado em pequenos mercados Association between advertising patterns and ultra-processed food in small markets
Objetivo: Caracterizar os apelos publicitários presentes no ambiente alimentar para comercializar alimentos ultraprocessados e analisar o perfil nutricional desses alimentos segundo critérios da OPAS e presença de aditivos alimentares. Métodos: Estudo transversal, com dados auditados em 20 pequenos supermercados de São Paulo. O protocolo INFORMAS foi utilizado para classificar as mensagens publicitárias. Os alimentos foram classificados segundo a NOVA. O perfil nutricional da OPAS foi utilizado para classificar os alimentos elevados em nutrientes críticos. Os padrões de publicidade foram identificados por análise fatorial. A associação entre os padrões e os grupos de alimentos foi investigada por regressão linear. Resultados: Mais de 95% dos alimentos ultraprocessados tinham pelo menos 1 nutriente crítico em excesso. Verificou-se associação positiva entre o padrão Nova marca, divertido e vantajoso com salgadinhos, produtos pré-prontos, lácteos e biscoitos e entre o padrão Nova marca e uso sugerido com lácteos. Conclusão: A padronização da publicidade de alimentos nos pequenos comércios varejistas está associada à oferta de salgadinhos, produtos lácteos, alimentos pré-prontos e biscoitos, produtos que excedem em nutrientes críticos.
Palavras-chave:
publicidade de alimentos, marketing, comercialização de produtos, alimentos industrializados, estudos transversais
Abstract:
Objective: To characterize the advertising appeals present in the food environment to market ultra-processed foods and to analyze the nutritional profile of these foods according to PAHO criteria and the presence of food additives. Methods: Cross-sectional study, with data audited in 20 small supermarkets in São Paulo. The INFORMAS protocol was used to classify the advertising messages. The foods were classified according to NOVA. The PAHO profile model was used to classify foods high in critical nutrients. Advertising patterns were identified by factor analysis. The association between patterns and food groups was investigated by linear regression. Results: More than 95% of the ultraprocessed foods had at least 1 critical nutrient in excess. There was a positive association between the New brand, fun and advantageous pattern with snacks, ready-made products, dairy products and cookies; between the New brand and suggested use pattern with dairy products. Conclusion: The standardization of food advertising in small retail stores is associated with offering snacks, dairy products, ready-to-eat foods and cookies, products that exceed critical nutrients.
Association between advertising patterns and ultra-processed food in small markets
Resumo (abstract):
Objective: To characterize the advertising appeals present in the food environment to market ultra-processed foods and to analyze the nutritional profile of these foods according to PAHO criteria and the presence of food additives. Methods: Cross-sectional study, with data audited in 20 small supermarkets in São Paulo. The INFORMAS protocol was used to classify the advertising messages. The foods were classified according to NOVA. The PAHO profile model was used to classify foods high in critical nutrients. Advertising patterns were identified by factor analysis. The association between patterns and food groups was investigated by linear regression. Results: More than 95% of the ultraprocessed foods had at least 1 critical nutrient in excess. There was a positive association between the New brand, fun and advantageous pattern with snacks, ready-made products, dairy products and cookies; between the New brand and suggested use pattern with dairy products. Conclusion: The standardization of food advertising in small retail stores is associated with offering snacks, dairy products, ready-to-eat foods and cookies, products that exceed critical nutrients.
Batista, C. H. K., Leite, F. H. M., Borges, C. A.. Associação entre padrão de publicidade e alimento ultraprocessado em pequenos mercados. Cien Saude Colet [periódico na internet] (2022/fev). [Citado em 23/12/2024].
Está disponível em: http://cienciaesaudecoletiva.com.br/artigos/associacao-entre-padrao-de-publicidade-e-alimento-ultraprocessado-em-pequenos-mercados/18275?id=18275
