Rotulagem de alimentos vegetarianos e veganos no Brasil e sua influência na aquisição dos produtos

Abstract

The vegetarian and vegan population is growing rapidly in Brazil, currently comprising roughly 30 (thirty) million Brazilians, which corresponds to 14% (fourteen percent) of the population. It is, however, a public that is difficult to characterize, due to their different motivation and, also, in a way, unattended, because it involves a new mode of consumption that still does not have any regulation for the packaging of foods that belongs to this niche market. The present research seeks to bring this issue to light, aiming to address the regulation of the labeling of vegetarian and vegan foods in Brazil, as well as outlining the impact of identifying elements in the purchase decision of such a specific group of consumers. The study is identified as cross-sectional, exploratory, descriptive and with quantitative analysis. The survey was conducted entirely online, with 136 (one hundred and thirtysix) participating individuals. The data, obtained through a data collection instrument, were processed in the PSPP software. It was concluded that the regulation of labeling aimed at vegetarians/vegans has not yet been implemented in Brazil. Regarding the profiling of the public participating in the research, the result obtained was equivalent to that found in other works already developed in the same segment, consisting mostly of young and adult women. With regard to purchase intention, it was found that, in addition to the income factor, the difficulty of identifying vegan products was one of the main obstacles to their acquisition.