Rotulagem nutricional frontal e aplicativo desrotulando: um estudo com consumidores

Abstract

The interpretation of food labels is essential for making informed choices, although it is not simple and varies among different population groups. In light of the increase in Noncommunicable Diseases, RDC No. 429/2020 and IN No. 75/2020 introduced changes in nutritional labeling. At the same time, mobile applications have emerged to make information more accessible to consumers. This study evaluated the influence of front-of-package nutritional labeling with the alerts “high in added sugar” and “high in saturated fat” (FOP), as well as the Desrotulando application, on the perception of healthfulness and purchase intention of consumers with low and high educational levels, considering products featuring health- related terms on their labels. Two articles were developed: the first focused on consumers with lower educational levels, and the second on those with higher education. An in-depth interview methodology was used, and the analyses were conducted using Atlas.ti 24. In the first article, the FOP was recognized as an alert element, but its impact varied according to participants’ familiarity with the symbol. The Desrotulando app proved to be more effective, providing clearer information and reducing the perception of healthfulness, while the Halo Effect of terms such as “whole grain” masked the actual composition of the product, especially in the absence of the FOP. In the second article, Desrotulando again showed better performance in communicating product composition and discouraging consumption. The warning magnifier symbol was considered useful but less effective due to the Halo Effect and participants’ familiarity with it. In both articles, the app stood out for reducing healthfulness perception and purchase intention, with the Halo Effect being more evident among participants with lower educational levels. These results may support public policies aimed at implementing more effective and accessible communication strategies that promote more informed food choices.