Food marketing in supermarket circulars in Brazil: an obstacle to healthy eating

Abstract The study aims to characterize the foods advertised in supermarket circulars in Belo Horizonte, Brazil, as well as to analyze the price and discounts applied to the products. Supermarket circulars were obtained from five supermarket chains during 2018. Food were classified according to the NOVA classification system and the Pan-American Health Organization (PAHO) nutritional profile model. Advertised prices, with and without discount, were recorded. Ultra-processed foods responded for 66.9% of ads, followed by fresh or minimally processed foods with 19.9%, processed foods with 9.5%, and processed culinary ingredients with 3.7%. Only 3.5% of the products did not exceed any critical nutrients of the PAHO model. Processed foods had a higher cost (R$3.27/100g) in relation to other food categories. Products excessive in trans-fat and sodium were statistically significant cheaper when compared to those ones that did not present inadequacy of these nutrients. The reverse was verified for foods excessive in saturated fat, in total fat and in added sugars. Processed culinary ingredients were more frequent on sale (27.7%), while processed foods were the least advertised with discount (15.9%). Products that were not excessive in saturated fat, trans fat, total fat and added sugar were statistically significant more announced with discount. Processed culinary ingredients presented the lowest percentage of discount (13.5%). The study confirms the position of supermarket circulars in Brazil as an obstacle to healthy eating, due to the higher incidence of processed and ultra-processed food ads, although no greater financial stimulus was noted for these products.