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Food Promotion in Circulars of Different Supermarket Chains in Brazil According to the NOVA Classification

Thais Santos Silva1,, Alessandra Silva Dias de Oliveira1, Ana Carolina Feldenheimer da Silva1, Caroline Camila Moreira2, Milena Miranda de Moraes3, Flávia dos Santos Barbosa Brito1

1Department of Social Nutrition, Nutrition Institute, State University of Rio de Janeiro (UERJ), Rio de Janeiro, Brazil

2Faculty of Health Sciences, Federal University of Grande Dourados (UFGD), Dourados, Brazil

3Faculty of Nutrition and Food Sciences, University of Porto (FCNAUP), Porto, Portugal

Journal of Food and Nutrition Research. 2022, 10(5), 350-356. DOI: 10.12691/jfnr-10-5-3
Received April 05, 2022; Revised May 07, 2022; Accepted May 15, 2022

Abstract

Supermarkets play a prominent role in the interface between consumers and the food system. Circulars influence buying behavior and may excessively promote foods that contradict nutritional guidelines. This cross-sectional study aimed to evaluate food promotion in circulars of five different supermarket chains according to the NOVA classification in Rio de Janeiro, Brazil, from June 2019 to May 2020. Foods were grouped and analyzed according to the NOVA classification and the scope, target audience, and type of circle used. Absolute frequencies, relative frequencies, positions, and dispersion measurements were described according to the distribution of the data. Differences between groups were evaluated using the chi-square test with Bonferroni correction. Of the 68,110 items, 52.0% were ultra-processed foods (UPF), 30.5% were fresh or minimally processed foods (UP/MPF), 14.0% were processed foods (PF), and 3.5% were processed culinary ingredients (PCI). The special and traditional circular were the ones that most promoted UPF (57.7% and 54.6%, respectively). Vegetables and fruit circulars promoted 63.2% of UP/MPF, but one quarter was UPF. Statistically significant differences were found between NOVA groups and supermarket chain profiles (coverage and target audience). Those with local coverage promoted more UPFs (53.9%) than those with national coverage (48.3%). The supermarket chain focused on a high purchasing power target audience promoted more UP/MPF (34.5%) than the medium/low target audience (30.3%). Circulars display a high promotion of UPF, with differences between chains. Interventions are needed to restrict the promotion of UPFs and to stimulate consumption of healthy foods.

Keywords:

supermarket, industrialized food, circulars, food guide, food marketing
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