Stores and supermarkets induce the purchase of ultra-processed food, says study

Unprecedented research released this Wednesday (23) identified that the supply of ultra-processed foods predominates in retail establishments, ahead of options considered healthier, such as in natura foods. Bakeries, pharmacies and supermarkets also tend to encourage the consumption of ultra-processed foods, says the study, through techniques such as offering sweets and soft drinks in the cashier region.

The conclusion is from an audit carried out in 650 food retail establishments in Jundiaí, in the metropolitan region of São Paulo, by researchers from USP (University of São Paulo) and UERJ (University of the State of Rio de Janeiro).

The study “Characterization of barriers and facilitators for adequate and healthy food in the consumer’s food environment” was published this Wednesday in the scientific journal Cadernos de Saúde Pública and Agência Bori.

Most (43.9%) of the analyzed establishments worked primarily with the sale of ultra-processed foods, such as soft drinks, candies and cookies. The group is made up of points of sale such as grocery stores, convenience stores, candy stores, one-dollar stores and pharmacies, which usually offer products close to the cashiers.

Among the audited establishments were also neighborhood markets (25.2%), bakeries (14.5%), butchers, fishmongers and meatpackers (5.9%), public and private grocery stores and produce (5.9%) and supermarkets. (4.8%).

About 76% of the total sites analyzed sold sugary drinks, such as soft drinks. Candies, chocolates and stuffed cookies were also sold by 74.8% of the establishments, in addition to corn chips (59.1%) and ice cream (53.2%). Only 30% of the places offered fruits, vegetables, roots and tubers, considered healthier.

The authors of the study followed a methodology that classifies foods by level of processing. The more natural and less processed, the healthier the product is considered.

Afterwards, they mapped the types of establishments and, in each of them, analyzed factors such as the availability of products, location of different types of food on shelves and shelves, and promotional actions carried out for the sale of processed and natural foods.

The idea was to assess how these establishments can encourage the consumption of more or less healthy foods, depending on the environment that is created around the customer during the purchase.

“We know that eating habits are influenced by several factors, not just taste. Outside Brazil, the relationship between environments [em que se compra alimentos] with obesity, for example, is better known”, says nutritionist Camila Borges, one of the authors of the research. “We knew that several factors influence consumption, but not how to audit establishments. With the research, we were able to assess the presence of barriers and facilitators for healthier choices, such as the type of product positioned at the entrance of the store and the presence of ultra-processed advertising.”

The survey concluded that bakeries are the establishments that most offer barriers to healthy eating, such as promotional prices for ultra-processed foods and their presence in areas that can induce impulse consumption, such as at checkouts.

Supermarkets had an ambiguous assessment: although they offer fresh and natural foods, they also tend to offer and induce the consumption of less healthy foods.

“When we talk about barriers to a healthy diet, it’s not just the availability of food, but also other issues that influence it. It’s no use having the availability of natural products, but advertising, discount policy and physical structure encourage the purchase of ultra-processed products”, says Borges.

Durval Ribas Filho, president of the Brazilian Association of Nutrology (medical specialty focused on nutrition), says that the offer of ultra-processed foods can stimulate hedonic and cognitive hunger, known as “emotional hunger”, which activates the body’s reward mechanism, but it does not correspond to a real need.

“On the other hand, there is the commercial issue. All supermarkets have the objective of showing, offering, making available all products, not just food. the shop windows draw our attention and stimulate consumption”, ponders the doctor.

“However, when it comes to food, we must be more vigilant about the quality of the products, to compose a healthy and balanced diet, which will bring benefits to our health and well-being, and not just surrender to the impulses motivated by the actions marketing at points of sale.”

Abras (Brazilian Association of Supermarkets) informed, in a note, that the sector is prepared to serve consumers “whether in the offer of new products, in the size of packages, in the diversity of brands, in promotional actions, and, in all ranging from foods sold fresh to those that have undergone industrial transformation, always respecting regional behaviors”.

In addition, the entity informed, “supermarkets only sell foods authorized by the National Health Surveillance Agency – Anvisa and the new food labeling is another source of consultation that consumers will have to help them decide which products fit in their basket. .”