Table 2. Percentage frequency* of the type of marketing communication strategy adopted on labels according to the food groups consumed by children under 5 years of age from the Brazilian National Health System (SUS). Rio de Janeiro, Brazil, 2014.
| Food groups | Sensesa | Healthb | Sloganc | Emotiond | Sustainabilitye | Advertisingf | Charactersg | Freebiesh | Pricei |
|---|---|---|---|---|---|---|---|---|---|
| (number of labels) (total strategies) | % | % | % | % | % | % | % | % | % |
| Soy drinks (13) (154) | 10.4 | 45.5 | 11 | 10.4 | 16.2 | 5.8 | 0.6 | 0 | 0 |
| Flours** (18) (202) | 22.8 | 28.2 | 9.9 | 12.9 | 7.9 | 8.9 | 6.9 | 2.5 | 0 |
| Breakfast cereals (4) (43) | 27.9 | 16.3 | 14 | 11.6 | 11.6 | 7 | 7 | 4.7 | 0 |
| Food supplements and complements*** (5) (48) | 20.8 | 25 | 14.6 | 6.3 | 4.2 | 25 | 2.1 | 0 | 2.1 |
| Juice concentrates and syrups (14) (116) | 42.2 | 6.9 | 12.1 | 12.1 | 16.4 | 9.5 | 0.9 | 0 | 0 |
| Juice powders (24) (193) | 28.5 | 19.7 | 15 | 13 | 12.4 | 9.8 | 1 | 0.5 | 0 |
| Industrialized baby foods (2) (16) | 25 | 25 | 12.5 | 0 | 12.5 | 12.5 | 12.5 | 0 | 0 |
| Breads (7) (55) | 29.1 | 23.6 | 3.6 | 10.9 | 7.3 | 9.1 | 9.1 | 3.6 | 3.6 |
| Microwave popcorn (3) (23) | 30.4 | 17.4 | 17.4 | 17.4 | 4.3 | 13 | 0 | 0 | 0 |
| Seasonings (14) (107) | 28 | 9.3 | 15.9 | 23.4 | 15 | 7.5 | 0.9 | 0 | 0 |
| Soft drinks (10) (76) | 26.3 | 19.7 | 21.1 | 0 | 18.4 | 10.5 | 1.3 | 1.3 | 1.3 |
| Juice cartons (32) (237) | 19 | 24.5 | 13.5 | 13.5 | 13.5 | 13.1 | 3 | 0 | 0 |
| Ready-made cakes (8) (58) | 32.8 | 10.3 | 8.6 | 27.6 | 1.7 | 10.3 | 8.6 | 0 | 0 |
| Crackers and snacks (46) (324) | 27.2 | 14.5 | 17.9 | 14.5 | 14.2 | 8 | 3.1 | 0 | 0.6 |
| Dairy products (48) (337) | 30.6 | 20.8 | 11 | 7.4 | 9.8 | 11.9 | 7.4 | 0.9 | 0.3 |
| Peanuts (1) (7) | 14.3 | 14.3 | 28.6 | 28.6 | 0 | 14.3 | 0 | 0 | 0 |
| Cookies (50) (312) | 36.2 | 10.9 | 9.6 | 10.9 | 13.5 | 13.8 | 4.2 | 1 | 0 |
| Reconstituted meat products (10) (61) | 34.4 | 11.5 | 13.1 | 16.4 | 13.1 | 6.6 | 4.9 | 0 | 0 |
| Instant noodles (6) (33) | 45.5 | 9.1 | 12.1 | 21.2 | 0 | 12.1 | 0 | 0 | 0 |
| Sweets, candies, and goodies (57) (311) | 39.2 | 10.6 | 11.9 | 9.6 | 9.6 | 8.4 | 7.7 | 1.6 | 1.3 |
| Ready-made toasted manioc flour (3) (15) | 53.3 | 13.3 | 6.7 | 6.7 | 6.7 | 13.3 | 0 | 0 | 0 |
| Guarana drinks (5) (24) | 45.8 | 8.3 | 25 | 4.2 | 12.5 | 4.2 | 0 | 0 | 0 |
| Margarines (4) (18) | 27.8 | 22.2 | 16.7 | 16.7 | 0 | 16.7 | 0 | 0 | 0 |
| Chocolate powders and similar products (6) (22) | 18.2 | 18.2 | 9.1 | 22.7 | 13.6 | 4.5 | 13.6 | 0 | 0 |
| Total (390) (2,792) | 29.4 | 18.2 | 12.9 | 12.1 | 11.7 | 10.2 | 4.3 | 0.8 | 0.4 |
*
Percentage calculated using the total marketing communication strategies found in each food group.
**
Mixtures of cereal flours.
***
Formulations of nutrients, bioactive substances, enzymes or probiotics.
a
Sensory stimulation.
b
Health appeal.
c
Brand or slogan use.
d
Emotional appeal.
e
Sustainability appeal.
f
Advertisement under advertisement.
g
Presence of characters and/or celebrities.
h
Freebies offering.
i
Promotional price.