Revista Brasileira de Marketing | 2026
Authors: Falco T.S.; Menezes C.C.
DOI: 10.5585/2026.25770
Journal: Revista Brasileira de Marketing
Year: 2026
Publisher: Universidade Nove de Julho-UNINOVE
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Objective: To identify and characterize industrialized foods marketed with the terms “homemade” and/or “artisanal” in major Brazilian supermarket chains and to assess their nutritional quality. Method: A descriptive study based on online and in-person surveys of food products available in Brazilian retail. Foods were classified according to the extent and purpose of processing (NOVA classification) and evaluated using two nutrient profile models: the Pan American Health Organization model and the Brazilian model. Originality/Relevance: The study addresses a regulatory and theoretical gap concerning the non-standardized use of “homemade” and “artisanal” claims, contributing to discussions on food labeling, marketing practices, and consumer protection. Results: A total of 197 products were identified. According to the NOVA classification, 77% were ultra-processed foods and 23% were processed foods. Using the international nutrient profile model, 57.36% showed at least one critical nutrient in excess; according to the Brazilian model, 48.22% contained high levels of sodium, saturated fat, or added sugar. Theoretical/Methodological Contributions: The findings strengthen evidence on the mismatch between marketing claims and nutritional quality and demonstrate the applicability of multiple nutrient assessment models to food labeling analysis. Social/Managerial Contributions: Results highlight potential consumer misinformation and support the need for stricter food labeling regulations. Sustainable Development Goals (SDGs): good health and well-being, responsible consumption and production. © 2026, Universidade Nove de Julho-UNINOVE. All rights reserved.
food labeling; food marketing; nutritional quality; ultra-processed foods