Percepções e escolhas alimentares de consumidores em situações reais de compra em supermercado: análise com enfoque no grau de processamento dos alimentos

Abstract

The complexity involved in the food choice process, which runs through food purchases, which in turn constitute an essential and routine type of consumer behavior, culminates in a unique context in which buying intentions and results often differ according to with the variety of situational factors. In this way, the importance of exploring the food and nutritional environment of the supermarket is emphasized, which has been playing an important role in the provision of food to the population. The objective of the study was to investigate (1) the reasons behind food choice decisions with different degrees of processing during a real supermarket purchase situation; (2) how consumers judge the healthiness of purchase; and (3) whether consumers think that supermarkets are conducive to healthy shopping. The research was conducted with participants ≥18 years old, responsible for household food purchases, habitual shopper in supermarkets in medium-sized cities in the South (Santa Catarina: Florianópolis, Palhoça e Joinville) and Center-West (Mato Grosso do Sul: Dourados) regions of Brazil. Through a qualitative approach, the study used the "think aloud" technique as part of an accompanying purchase and applied a semistructured interview after the purchase. Reasons behind the choices during grocery shopping and post-purchase perceptions were recorded, transcribed and coded. Purchased foods were organized into a spreadsheet and categorized according to the degree of processing of foods: unprocessed/minimally processed - UN/MP, in two intermediate categories (processed culinary ingredients - PCI and processed - P) and ultraprocessed - UP. This classification was possible by analyzing the photographic images of foods and their lists of ingredients when available on the labels. Reasons for decisions to purchase foods with different degrees of processing were identified and evaluated by means of "Content Analysis" technique. Consumers' perceptions about the health of their purchase and about the supermarket as a place conducive to healthy purchases were collected after the purchase accompanied. Twenty- nine participants consisted of men (n=13; 45%) and women (n=16, 55%), with mean age of 36 years, with different levels of schooling (n=10; 45% without higher education; n=19; 65% with higher education). The purchase made by 29 participants resulted in 757 purchased foods, which were classified as ultraprocessed (n=325; 43%), followed by unprocessed/minimally processed (n=303; 40%) and processed culinary ingredients (n=49; 6%). These purchased foods resulted from 2898 reasons. The motifs were classified into 100 sub-codes, which were grouped into 21 codes and regrouped into 3 themes: (1)Food-related motives; (2)Environmental relates motives; and (3)Consumer relates motives. Most food purchased was attributed to food relates motives (77%), followed by environment relates motives (17%) and consumer relates motives (6%). Most unprocessed or minimally processed foods were justified by sensory characteristics (84%) as well as ultraprocessed (75%). However, the second reason that most motivated the purchase of unprocessed/minimally processed was the price (61%) while in the ultraprocessed was the brand (68%). The nutritional characteristic was more frequently mentioned during the purchase of ultraprocessed (24%) than unprocessed/minimally processed (13%). Already justified purchases for reasons of health/diet were also mentioned (20% for both). Most consumers were not able to judge the health of their purchase or considered it healthy, using criteria that considered two approaches: a more holistic one (they considered not only the foods themselves, but how they will be prepared and consumed later) and a more focused in avoiding or including specific foods, establishing criteria to buy only certain type of food). Most participants were divided between whether or not to consider supermarkets as a place to buy healthy foods. Those who considered it pointed out the presence, variety and quality of healthy products. Those who do not consider it perceived availability, provision of products and promotions that favor the purchase of unhealthy foods; have pointed to the poor quality of fruits and vegetables and the lack of staff to guide consumers in healthier choices. Food purchases at supermarkets are complex and multifactorial, resulting mostly from food relates motives. Even in a predominantly utilitarian environment, grocery shopping was especially hedonic. Other motivators seem to occupy different amounts during unprocessed/minimally processed and ultraprocessed food choices, with the exception of health/diet. A paradox of food choices is established when nutritional characteristics are most often mentioned during ultraprocessed choices, which may be related, among other factors, to the difficulty of consumers in judging the health of their purchase and presenting themselves as bipartisan in the supermarket as a place that promotes healthy purchases. Availability, provision of products and promotions that favor the purchase of unhealthy foods, poor quality of fruits and vegetables and the absence of employees who guide consumers in healthier choices were pointed out as justifications to consider the supermarket as a place that does not favor the purchase of healthy foods. In this way, consumer perceptions must be taken into account and incorporated into public policies that encourage supermarkets to promote healthier food choices.