Portfólio de produtos alimentícios veganos no Brasil: análise de alegações nutricionais e de saúde.

The search for increasingly healthy lifestyles, concern for animal care and the environment have become important tools for innovation in the food sector, stimulating the development of new products and the growth of alternative food choices. The growth of the vegan population has been a reflection of this new social posture, bringing new market opportunities to this sector. Thus, it is known that the use of marketing strategies and nutritional and health claims are commonly used by the consumer market to attract this audience. Therefore, the objective of this work was to map the claims and marketing strategies present on the labels of different products contained in a vegan portfolio and associate them with the literature, seeking to assess the fidelity and credibility of the information analyzed on the labels of vegan products. . For this, a qualitative analysis was carried out on 301 products considered to be vegan in nature, observing the labeling and information parameters, as well as the correlation between the results and the literature. It was possible to observe, through analytical mapping, that nutritional claims and marketing strategies are commonly used in vegan products, mainly strategies aimed at naturalness, healthiness and sustainability. Not to mention that there were confirmations that vegan consumption values a diet rich in fiber and reduced in fat and cholesterol. Finally, other results were analyzed, such as averages and standard deviation of product prices, level of processing and cross-reference tests and correlation between the variables inherent to the study.