Marketing and positioning strategies of industrialized foods labeled as “homemade” and “handmade” in Brazil

Thais Silva Falco; Camila Carvalho Menezes

doi:10.5585/2026.25770

Autores

Thais Silva Falco Universidade Federal de Ouro Preto (UFOP), Programa de Pós-graduação em Saúde e Nutrição, Ouro Preto, MG, Brasil https://orcid.org/0000-0003-4608-5428
Camila Carvalho Menezes Universidade Federal de Ouro Preto (UFOP), Programa de Pós-graduação em Saúde e Nutrição, Ouro Preto, MG, Brasil https://orcid.org/0000-0002-6709-8706

DOI:

https://doi.org/10.5585/2026.25770

Palavras-chave:

food labeling, food processing, homemade, handmade, nutrient profile

Resumo

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.

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Traduções deste artigo

O marketing e as estratégias de posicionamento de alimentos industrializados rotulados como “caseiros” e “artesanais” no Brasil (Português (Brasil))

Biografia do Autor

Thais Silva Falco, Universidade Federal de Ouro Preto (UFOP), Programa de Pós-graduação em Saúde e Nutrição, Ouro Preto, MG, Brasil

Nutricionista e mestre em Saúde e Nutrição pela Universidade Federal de Ouro Preto. Durante a graduação foi bolsista de iniciação científica na categoria PIBIC/Cnpq, na qual executou análises de métodos alternativos à pasteurização do leite humano doado. Atuou como aluno voluntário em projeto de extensão (2017), onde avaliou as interferências de sódio e lipídios sob aceitação sensorial de refeições servidas em um restaurante universitário, além da promoção de práticas de educação alimentar e nutricional. Atualmente atua como nutricionista da qualidade em um hospital de referência.

Camila Carvalho Menezes, Universidade Federal de Ouro Preto (UFOP), Programa de Pós-graduação em Saúde e Nutrição, Ouro Preto, MG, Brasil

Doutora e mestre em Ciência de Alimentos pela Universidade Federal de Lavras (UFLA) e graduada em Nutrição pela Universidade Federal de Ouro Preto (UFOP). Atualmente, é professora associada do curso de Graduação em Nutrição e docente permanente do Programa de Pós-Graduação em Saúde e Nutrição (PPGSN), ambos da UFOP. Possui experiência nas áreas de Nutrição e de Ciência e Tecnologia de Alimentos, com ênfase em rotulagem de alimentos, comportamento do consumidor e influência do processamento na qualidade nutricional e sensorial dos alimentos.

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