Promoción de alimentos en insertos de supermercados: un análisis de la portada y el contenido interno
DOI:
https://doi.org/10.33448/rsd-v11i7.29899Palabras clave:
Ambiente Alimentario; Marketing; Alimentos ultraprocesados; Publicidad de alimentos; Venta al por menor de alimentos.Resumen
Objetivo: Analizar la promoción de alimentos en la portada y páginas interiores de los insertos de los supermercados. Métodos: Los datos fueron recolectados de insertos promocionales de cinco cadenas de supermercados de Río de Janeiro en agosto y septiembre de 2019. Los alimentos fueron categorizados en cuatro grupos, de acuerdo con el sistema de clasificación NOVA, en: in natura o mínimamente alimentos procesados (AIN/MP), ingredientes culinarios procesados, alimentos procesados y alimentos ultraprocesados (AUP). Se calculó la densidad de los grupos de alimentos en la tapa y en el interior de los insertos, y la comparación se realizó mediante la prueba T pareada o la prueba de Wilcoxon pareada, según la normalidad y homogeneidad de la distribución de los datos. Resultados: se analizaron 59 insertos y se identificaron 7665 alimentos publicitados, siendo 55,6% AUP y 27,7% AIN/MP. En la portada se publicitan más AIN/MP que AUP (13 alimentos AIN/MP vs. 10 AUP). Dentro de los insertos, la densidad de AUP es más del doble que la de AIN/MP (11,6 frente a 5,0). Conclusión: La portada de los insertos no refleja su contenido. En portada se promocionan más las AIN/MP que las de menor calidad nutricional. Pero, las AUP son más prominentes en el campo. Es necesario desarrollar programas de gobierno y legislación que fomenten la promoción de alimentos saludables y restrinjan la promoción excesiva de UPF en los supermercados.
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