Brazilian consumers’ perceptions of traditional, original and homemade claims on food labels

Purpose This study aimed to investigate the perceptions of adult consumers about packaged foods labelled as traditional, original or homemade in Brazil. Design/methodology/approach Nine focus groups were conducted with a total of 44 adult participants living in Southern Brazil using semi-structured guiding questions and real food labels. Focus group discussions were audio-recorded, transcribed verbatim and subjected to thematic analysis. Findings Four themes were discovered: consumer (dis)trust, confusion and marketing strategies; production method; sensory characteristics; nostalgia and temporal references; and food quality. Consumers reported that the terms traditional, original and homemade may cause confusion and deception, as they can convey multiple meanings, indicating that the terms are not fully understood. The terms were associated with lower degree of processing and less additive use. Participants perceive foods with these claims as tastier, of higher quality, with greater acceptability and more reliable. However, participants identified that these terms are used for marketing purposes and therefore generate some distrust. Originality/value As far as can be ascertained, this is the first study that examined consumers’ understanding of the terms “traditional,” “original” and “homemade” on food labels. Considering that the Brazilian labelling legislation prohibits the use of claims that cannot be substantiated or might mislead consumers as to the true nature, origin or characteristics of food products, the findings of this study may contribute to government regulatory agencies, to regulate and monitor the use of these terms by the food industry, as it should positively impact consumers to have more accurate and clear information in food labelling.