Association between advertising patterns and ultra-processed food in small markets

Batista, Carolina Hatsuko Kikuta; Leite, Fernanda Helena Marrocos; Borges, Camila Aparecida

doi:10.1590/1413-81232022277.19122021EN

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ARTICLE • Ciênc. saúde coletiva 27 (7) • July 2022 • https://doi.org/10.1590/1413-81232022277.19122021EN copy

Association between advertising patterns and ultra-processed food in small markets

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Abstract

This article aims to characterize the advertising appeals present in the food environment to market ultra-processed foods and to analyze the nutritional profile of these foods according to PAHO criteria and the presence of food additives. Cross-sectional study, with data audited in 20 small supermarkets in São Paulo. The INFORMAS protocol was used to classify the advertising messages. The foods were classified according to NOVA. The PAHO profile model was used to classify foods high in critical nutrients. Advertising patterns were identified by factor analysis. The association between patterns and food groups was investigated by linear regression. More than 95% of the ultraprocessed foods had at least 1 critical nutrient in excess. There was a positive association between the new brand, fun and advantageous pattern with snacks, ready-made products, dairy products and cookies; between the new brand and suggested use pattern with dairy products. The standardization of food advertising in small retail stores is associated with offering snacks, dairy products, ready-to-eat foods and cookies, products that exceed critical nutrients.

Key words:
Food advertising; Marketing; Product commercialization; Processed foods; Cross-sectional studies

Food groups		Energia (kcal)	Carbohydrate (g)	Protein (g)	Total fat(g)
Food groups	n	Mean (95% CI)	Mean (95% CI)	Mean (95% CI)	Mean (95% CI)
Sweet snacks	22	284.6 (227.2; 341.9)	44.5 (35.4; 53.5)	7.4 (3.3; 11.5)	8.9 (4.4; 13.3)
Savory snacks	17	480.0 (452.0; 508.0)	56.7 (53.7; 59.7)	5.9 (5.4; 6.4)	25.5 (21.9; 29.0)
Fats and oils	4	720.0 (-)	0.0 (-)	0.0 (-)	80.0 (-)
Ready-to-eat foods	16	223.1 (190.7; 255.4)	30.2 (22.8; 37.7)	18.6 (12.3; 24.9)	1.4 (0.8; 3.7)
Reconstituted meats	34	299.9 (207.7; 392.1)	2.9 (2.1; 3.7)	18.9 (13.1; 24.6)	21.8 (13.7; 29.8)
Sugar-sweetened beverages	57	122.5 (84.9; 160.0)	25.9 (18.3; 33.5)	0.0 (-)	0.0 (-)
Dairy products	6	242.7 (133.4; 351.9)	31.7 (0.8; 62.5)	6.2 (4.2; 8.3)	9.8 (1.0; 20.5)
Baked goods	26	334.8 (308.3; 361.4)	55.4 (51.3; 59.4)	6.1 (5.2; 6.9)	10.0 (7.5; 12.4)
Cookies and crackers	11	451 (443.7; 458.4)	66.4 (64.6; 68.2)	7.9 (6.9; 8.9)	16.4 (15.1; 17.6)
Sugary cereals	9	387.4 (349.8; 425.0)	58.5 (33.7; 83.3)	6.1 (2.7; 9.5)	4.4 (3.0; 11.8)
Food groups		Saturated fat (g)	Estimated total sugar (g)	Sodium (mg)	Fiber (g)
Food groups	n	Mean (95% CI)	Mean (95% CI)	Mean (95% CI)	Mean (95% CI)
Sweet snacks	22	4.6 (2.2; 7.1)	33.6 (24.1; 43.1)	356.6 (76.1; 637.1)	0.7 (0.2; 1.2)
Savory snacks	17	9.6 (7.9; 11.2)	0.6 (0.0; 1.2)	537.9 (485.5; 590.2)	1.9 (0.4; 3.4)
Fats and oils	4	23.0 (21.0; 25.0)	0.0 (-)	622.5 (607.7; 637.3)	0.0 (-)
Ready-to-eat foods	16	0.7 (0.3; 1.8)	21.0 (14.9; 26.9)	1670.2 (1393.2; 1947.3)	0.4 (0.1; 0.9)
Reconstituted meats	34	8.3 (5.0; 11.5)	-	1319.6 (1003.7; 1635.5)	0.3 (0.1; 0.45)
Sugar-sweetened beverages	57	0.0 (-)	23.2 (16.5; 30.0)	180.2 (77.1; 283.2)	0.6 (0.4; 1.7)
Dairy products	6	6.2 (0.6; 12.9)	6.7 (3.9; 9.5)	157.1 (2.1; 316.3)	1.5 (0.2; 3.3)
Baked goods	26	3.2 (2.4; 3.9)	31.7 (-)	343.2 (295.6; 390.8)	3.3 (2.2; 4.5)
Cookies and crackers	11	6.1 (4.5; 7.8)	16.9 (4.4; 29.4)	469.1 (331.5; 606.7)	3.8 (1.8; 5.7)
Sugary cereals	9	0.6 (0.6; 1.9)	29.9 (21.4; 38.4)	305.9 (236.4; 375.4)	6.2 (2.9; 9.4)

Ultra-processed food groups*	High in free sugars (%)	High in total fats (%)	High in saturated fats (%)
Sweet snacks	81.8	54.6	54.6
Savory snacks	0.0	100.0	82.4
Fats and oils	0.0	100.0	100.0
Ready-to-eat foods	31.3	6.3	6.3
Reconstituted meats	0.0	85.3	94.1
Sugar-sweetened beverages	94.7	0.0	0.0
Dairy products	33.3	50.0	66.7
Baked goods	3.9	34.6	53.9
Cookies and crackers	27.3	72.7	63.6
Sugary cereals	88.9	11.1	0.0
Ultra-processed food groups	High in sodium (%)	Sweetener (%)	High in at least 1 critical nutrient (%)
Sweet snacks	18.2	27.3	95.5
Savory snacks	64.7	0.0	100.0
Fats and oils	0.0	0.0	100.0
Ready-to-eat foods	100.0	0.0	100.0
Reconstituted meats	100.0	0.0	100.0
Sugar-sweetened beverages	26.3	28.1	100.0
Dairy products	33.3	50.0	100.0
Baked goods	53.9	38.5	100.0
Cookies and crackers	54.6	0.0	100.0
Sugary cereals	33.3	0.0	100.0

Food groups**	Number of ingredients*		Number of additives		Presence of acidulants		Presence of emulsifier		Presence sweetener
Food groups**	mean	95% CI	mean	95% CI	n	%	n	%	n	%
Sweet snacks	6.0	4.40; 7.60	5.9	4.10; 7.72	5	22.7	14	63.6	6	27.3
Savory snacks	10.2	7.36; 12.99	7.2	5.06; 9.30	11	64.7	11	64.7	0	0.0
Fats and oils	4.8	4.26; 5.25	9.5	8.51; 10.48	4	100.0	4	100.0	0	0.0
Ready-to-eat foods	8.5	8.02; 8.98	4.1	2.55; 5.70	1	6.3	0	0.0	0	0.0
Reconstituted meats	10.9	9.80; 11.91	11.4	10.28; 12.43	10	29.4	3	8.8	0	0.0
Sugar-sweetened beverages	4.4	3.92; 4.89	7.3	6.03; 8.45	57	100.0	21	36.8	16	28.1
Dairy products	10.0	6.55; 13.45	13.3	5.14; 21.52	4	66.7	3	50.0	3	50.0
Baked goods	9.2	7.43; 11.03	9.5	7.43; 11.57	15	57.7	22	84.6	10	38.5
Cookies and crackers	7.8	6.66; 8.97	5.5	3.58; 7.52	3	27.3	9	81.8	0	0.0
Sugary cereals	14.9	13.78; 16.00	2.6	1.46; 3.65	0	0.0	5	55.6	0	0.0

Types of advertising claims	Pattern 1 - New brand, fun and advantageous	Pattern 2 - Fun and popular	Pattern 3 - Healthy and nutritious	Pattern 4 - New brand and suggested use
Sensory based characteristics (taste, texture, appearance, aroma)	-0.99	0.00	-0.10	0.02
New brand development	0.25	0.00	-0.29	0.59
Suggested use (e.g., great for lunchboxes)	0.20	0.00	-0.13	0.36
Suggested users are children or whole family	0.10	0.00	-0.01	0.09
Emotive claims (fun, feelings, popularity)	0.22	0.76	-0.20	-0.56
Puffery (claiming to be advantageous over other products)	0.22	-0.76	-0.20	-0.56
Convenience	0.14	0.00	-0.03	0.16
Price (promotions and gifts)	0.08	0.00	0.00	0.07
Health and nutrition	0.11	0.00	0.97	0.01
Variance explained by factor %	13.69	12.83	12.61	12.61
Total explained variance %	51.74

Food groups**	Pattern 1		Pattern 2		Pattern 3		Pattern 4
Food groups**	Coefficient	95% CI	Coefficient	95% CI	Coefficient	95% CI	Coefficient	95% CI
	Referência		Referência		Referência		Referência
Fats and oils*	Reference	Reference	Reference	Reference	-0,27	(-0,91; 0,36)	0,53	(-0,09; 1,15)
Savory snacks	1.01	(0.39; 1.62)*	-0.39	(-1.02; 0.24)	-0.27	(-0.91; 0.36)	0.53	(-0.09; 1.15)
Sweet snacks	0.06	(-0.97; 1.09)	-0.27	(-1.33; 0.78)	0.25	(-0.81; 1.32)	0.64	(-0.41; 1.68)
Ready-to-eat foods	1.13	(0.51; 1.75)*	-0.03	(-0.67; 0.61)	0.07	(-0.58; 0.72)	0.03	(-0.60; 0.67)
Reconstituted meats	0.77	(0.25; 1.09)*	-0.79	(-1.32; -0.25)*	-0.09	(-0.64; 0.45)	-0.28	(-0.81; 0.25)
Sugar-sweetened beverages	0.87	(0.39; 1.35)*	-0.34	(-0.84; 0.15)	0.00	(-0.50; 0.50)	0.46	(-0.03; 0.95)
Dairy products	1.37	(0.50; 2.24)*	0.05	(-0.85; 0.94)	-0.60	(-1.50; 0.31)	0.94	(0.05; 1.82)*
Baked goods	0.83	(0.28; 1.38)*	0.02	(-0.54; 0.59)	-0.34	(-0.91; 0.24)	0.16	(-0.40; 0.72)
Cookies and crackers	1.14	(0.44; 1.84)*	0.25	(-0.47; 0.97)	-0.62	(-1.35; 0.10)	-0.31	(-1.02; 0.41)
Sugary cereals	0.37	(-0.38; 1.12)	-0.49	(-1.26; 0.28)	0.66	(-0.12; 1.44)	0.12	(-0.64; 0.88)

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[1] Collaborations

CHK Batista contributed substantially to study conception, planning and data analysis and interpretation; FHM Leite contributed substantially to data analysis and revising the manuscript critically for important intellectual content; CA Borges contributed to data analysis and interpretation and revising the manuscript. All authors approved the final version to be published.