Conteúdo de encartes promocionais em supermercado de rede nacional: análise do grau de processamento dos alimentos de acordo com as estações do ano: alimentos em encartes de supermercado

Abstract

Objective: To analyze the foods advertised in promotional circulars of a national supermarket chain according to the extension and degree of food processing and to compare the frequencies between the seasons. Methods: All promotional circularsdistributed in the months of August and November (2016) and February and May (2017) in a supermarket in Dourados/MS were collected, representing winter, spring, summer and autumn (exposure). The food was classified according to the degree of processing (outcome): unprocessed or minimally processed (UN/MP), processed culinary ingredient (PCI), processed (P) and ultraprocessed (UP). The chi -square test was applied, considering statistically significant difference p <0.05. Results: We analyzed 13 circulars and we identified 1,046 foods. More than half of the foods advertised were UP (n=546/52.2%). Hot seasons had a higher number of foods advertised in promotional circulars (summer: n=370/35.4% and spring: n=369/35.3%). UP had higher frequency of adverts in hot seasons (spring: n=217/58.8% and summer: n=208/56.2%), as well as P (spring: n=55/14.9% andsummer: n=45/12.2%). On the other hand, IN/MPs presented higher prevalence of adverts in cold seasons (winter: n=84/50.4% and autumn: n=66/47.7%). PCI had low adverts frequency in all seasons, ranging from 5.1% to 2.3%. These differences were statistically significant. Conclusion: Promotional circulars from the supermarket advertise more ultraprocessed foods, stimulating the purchase, and consequently the consumption of unhealthy foods by consumers. Healthier foods (IN/MP) are advertised more often in colder seasons, while less healthy foods (UP and P) in hottest seasons. Government efforts are needed to regulate food advertising in order to restrict the marketing of unhealthy foods.