The COVID-19 pandemic and its implications for the food information environment in Brazil

Abstract

The food information environment includes food advertising disseminated in various media. With the COVID-19 pandemic and the shutdown of schools, universities, non-essential commerce, public leisure areas, bars, restaurants, among others, the food information environment has changed in Brazil. People spent more time at home which led to greater exposure to television and internet advertising content. During the COVID-19 pandemic, the food production sector has invested in new ways to advertise their products that include advertising messages of support, empathy and solidarity, as well as social responsibility campaigns looking for self-promotion such as food donation and financial aids. Sponsoring online events promoted by Brazilian musicians on social media was also enhanced during the pandemic and allowed food companies to become part of the consumer's leisure and entertainment moments. The advertising strategies adopted by the food industry during the COVID-19 pandemic are used to generate market demands, influence the consumer purchase decision and increase their loyalty to the supplier brands. Consequently, individuals may have been more vulnerable to excessive consumption of ultra-processed foods during this health crisis. This commentary aims to describe the changes in the food information environment during the COVID-19 pandemic in Brazil and propose a pathway to promote a healthier food information environment after this health crisis. Perspectives for promoting a healthier food information environment after the pandemic are also discussed, focusing on regulating food advertising with a shared responsibility between government, the food industry, the academy and civil society.

Keywords: COVID-19 pandemic; Food industry; Food information environment; Marketing strategies; Ultra-processed foods.

Fig. 1

Facebook post made by a fast-food company to stimulate food delivery. The text reads: ‘Cornet at home. You won’t dress up the same but will love it the same. Order for delivery or through the drive-through’

Fig. 2

Facebook post made by a chain of coffeehouses advertising donations for health professionals. The text reads: ‘Better than a coffee is to make someone else’s day better with a warm coffee’. ‘So far, we have donated more than 50 thousand items which helped 35 institutions’. ‘A gesture of affection towards the professionals who are in the front line’