Banca de QUALIFICAÇÃO: MARIO JOSUE GONZALES SANTOS

Healthy, industrialized and ultra-processed foods: how are they perceived by Brazilians?

Consumer study, word association, NOVA system, food processing.

Food processing includes operations that transform raw materials into new products, ensuring the preservation and supply of safe food. However, this view is not always perceived by consumers who tend to associate any type of processing with something negative and harmful to health. Therefore, the objective of this study was to evaluate the perception of Brazilian consumers in relation to processed foods, considering the interest in health and the sociodemographic profile of the participants. Thus, 512 Brazilians completed a word association task on “Healthy foods”, “Industrialized foods” and “Ultra-processed foods”. Then, they answered a questionnaire about their interest in health and sociodemographic issues. In general, participants associated “Healthy foods” mainly with “In natura” products. “Processed foods” and “Ultra-processed foods” were associated with “Processed products”, “Negative perceptions”, “Health harm” and “Industry”. Despite this, it was found that “Industrialized foods” were perceived positively, mainly due to practicality. The consumer's perception of food was influenced (p≤0.05) both by interest in health and by the sociodemographic profile. Individuals with a high interest in health mainly associated “Processed foods” and “Ultra-processed foods” with the presence of preservatives, additives and pesticides and with diseases. As for those with low interest in health, there was greater ignorance of the terms. Although associations were observed that coincided with the Food Guide, doubts and lack of knowledge were observed for industrialized and ultra-processed foods, mainly among consumers with low education. The results indicate the need to develop communication strategies that reach consumers, in order to facilitate understanding and, in this way, help them to make more conscious food choices.