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

Thais Santos Silva^1, , Alessandra Silva Dias de Oliveira¹, Ana Carolina Feldenheimer da Silva¹, Caroline Camila Moreira², Milena Miranda de Moraes³ and 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

Cite this paper:
Thais Santos Silva, Alessandra Silva Dias de Oliveira, Ana Carolina Feldenheimer da Silva, Caroline Camila Moreira, Milena Miranda de Moraes and Flávia dos Santos Barbosa Brito. Food Promotion in Circulars of Different Supermarket Chains in Brazil According to the NOVA Classification. Journal of Food and Nutrition Research. 2022; 10(5):350-356. doi: 10.12691/jfnr-10-5-3

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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