Análise da relação entre o marketing e a qualidade nutricional nos alimentos completos para cães

Abstract

In today's society, we know that dogs are increasingly treated as part of the family, and owners seek to provide them with better and more appropriate nutrition. Therefore, understanding what is actually being communicated on dog food labels becomes fundamental for a more informed choice. Thus, the objective of this work was to analyze how the marketing present on the packaging of complete dog food relates to the declared nutritional composition, as well as to verify if this information complies with Brazilian legislation, such as MAPA Instruction No. 22/2009. Thus, 15 packages from different categories (standard, premium, and super premium) were selected, photographed, and organized into a spreadsheet composed of sections comparing topics such as the main advertisements found on the packaging, the list of ingredients, the guaranteed analysis levels, and others. Based on this data, a qualitative and quantitative analysis was conducted to identify patterns among the categories, analyze whether what is promised is actually in accordance with the product formulation, and identify the marketing strategies most used by companies. It was concluded that the marketing strategies present on the packaging of complete dog food are widely used to enhance the value of the products and influence the purchasing decisions of pet owners. The claims and information on the labels proved to be compatible with current legislation, highlighting the importance of labeling and visual elements as communication tools between the industry and the consumer.