Percepção e atitude dos consumidores brasileiros em relação aos produtos diet e light

Abstract

Food choices are constantly changing due to costs, offers and high exposure to advertising. Therefore, there is a substitution of the consumption of in natura foods for ultra-processed products. Poor diet and excessive consumption of processed foods cause an increase in the appearance of Chronic Non-Communicable Diseases (NCDs). The nutritional profile of the population reveals new challenges to public health in the creation of a Health Care model that seeks actions to promote health, prevent and treat NCDs. To assist in glycemic control, diet and light products are used by people diagnosed with diabetes, but there are still doubts about their differences and benefits for consumers. This study aimed to explore consumers' perception and attitude towards diet and light products. An exploratory cross-sectional study was carried out, based on a qualitative approach, using projective techniques through an online self-completion questionnaire, shared with Brazilians over 18 years of age and residing in Brazil, with questions about socioeconomic and demographic aspects. , previously diagnosed diseases, habits and attitudes involved in food choices for diet and light products. A total of 151 consumers participated in the survey, 72.85% were female, 34.44% were between 18 and 25 years old, 38.41% had postgraduate degrees, 40.40% lived in the Southeast region and had an income of 2 to 5 minimum wages. . Regarding diabetes, 94.04% do not have the disease. The consumption of the traditional, diet and light versions of six products was questioned: soda, candy, industrialized bread, curd, chocolate and yogurt. Most reported consuming the traditional version of the products, highlighting the consumption of sweets (93.33%). Considering the product as tasty is the main reason that leads consumers to choose a certain version of the product, with an average above 5.0 on a seven-point scale for all products. on the other hand, the factors “consider it healthier”, “believe it has fewer calories”, “choose it because it is on a diet” and “choose it because it is easier to find” showed significant differences (p <0.05) in the motivation for choosing the six products. The most cited associated word in the diet product was “sugar-free” (N=76) and in the light product it was “healthy” (N=38). It is concluded that the preference for foods in the traditional version can justify the fact that most participants do not have diabetes. Regarding consumption motivations, the main factor considered is related to sensory characteristics. Finally, the understanding of the participants in relation to diet and light products is considered good, but the development of actions for further clarification is essential.