Consumer Attitudes and Food Labeling
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Abstract
Abstract
BACKGROUND: Food consumption is influenced by sociodemographic factors throughout life, including generational affiliation. Different cohorts, such as Traditionalists, Baby Boomers, Generation X, Generation Y and Generation Z, are considered. In this context, the study aimed to examine the association between generational groups and diet quality, specifically the consumption of unprocessed/minimally processed foods and ultra-processed foods (UPF), using data from the 2023 Vigitel survey in Brazil. METHODS: This is a population-based cross-sectional study conducted using data from VIGITEL 2023, including adults (≥ 18 years) residing in Brazilian state capitals. Dietary intake, the outcome variable, was assessed using questions based on the VIGITEL questionnaire, followed by the construction of a score considering consumption frequency and the level of food processing. Generational status was defined based on the difference between participants' reported age and the year of data collection, with individuals classified into the following cohorts. Traditionalists, Baby Boomers, Generation X, Generation Y and Generation Z. Univariate and multivariable logistic regression models were used to assess associations, adjusting for educational level, marital status, and geographic region, with statistical significance set at p < 0.05. RESULTS: The final sample comprised 21,690 Brazilian adults. Individuals from Generation X (OR: 1.78; 95% CI: 1.33-2.38), Generation Y (OR: 3.24; 95% CI: 2.42-4.34), and Generation Z (OR: 3.45; 95% CI: 2.46-4.83) exhibited significantly higher odds of consuming a lower-quality diet compared to Traditionalists. CONCLUSION: Younger generations demonstrated a greater propensity toward diets high in ultra-processed foods, characterised by elevated energy density, added sugars, and saturated fats, underscoring the need for targeted public health strategies.
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@article{Oliveira2026Generational,
title = {Generational Influence on Diet Quality: An Analysis Based on Vigitel 2023},
author = {João Paulo Lima de Oliveira and Laudicéia Ferreira Fróis and Bianca Aparecida de Sousa and Hemily Lopes Menezes Silvério and Giovana Oliveira Mendonça and Luciano V. Paiva and Nathália Luíza Ferreira and Lílian Gonçalves Teixeira},
journal = {Journal of Human Nutrition and Dietetics},
year = {2026},
doi = {10.1111/jhn.70320},
url = {https://doi.org/10.1111/jhn.70320}
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