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This study aimed to analyze the household measures reported on labels of processed foods, taking into account their adequacy with the type of food and their relationship with the declared serving size. We analyzed the labels of processed foods for sale in a Brazilian supermarket. Serving sizes were assessed according to the parameters of the Brazilian law, and household measures were assessed according to the term used. A chi-square heterogeneity test was performed, and a p value of <0.05 was considered indicative of statistical significance. We analyzed 1,102 processed foods and found that 72% declared the exact reference serving size prescribed by the Brazilian law. We found inappropriate household measures with regard to the way foods are customarily consumed (e.g., 2 ½ cookies) as well as subjective (e.g., 2 pieces) or incomplete (e.g., 1 spoon) measure terms. Household measures expressed as fractions were greater among products with measures that referred to the product’s total weight (e.g., ½ package) and with serving sizes that complied with the Brazilian law (p < 0.001). Therefore, the serving size and household measure information on the labels of Brazilian processed foods are neither appropriate nor standardized. Consequently, this could complicate consumers’ understanding and use of this information. \udEsta pesquisa objetivou analisar as medidas caseiras declaradas nos rótulos de alimentos industrializados, considerando sua adequação ao tipo do alimento e à porção declarada no rótulo. Foram analisados os rótulos de alimentos industrializados à venda em um supermercado brasileiro. As porções foram avaliadas conforme os parâmetros definidos pela Legislação Brasileira de Rotulagem Nutricional de Alimentos e as medidas caseiras foram avaliadas conforme o termo utilizado. Foi realizado Teste de Qui quadrado de heterogeneidade, sendo considerado p-valor < 0,05 como indicativo de significância estatística. Foram analisados 1102 alimentos industrializados, desses 72% declararam a porção de referência definida pela legislação brasileira. Encontrou-se medidas caseiras inadequadas à forma de consumo do alimento (2½ biscoitos doces), com termos de mensuração subjetivos (2 pedaços) e incompletos (1 colher). O fracionamento da medida caseira foi estatisticamente maior entre produtos com a medida caseira referente ao peso total (1/2 pacote) e com porção adequada à legislação brasileira (p < 0.001). Portanto, as informações sobre porção e medida caseira nos rótulos de produtos industrializados brasileiros não são precisas nem padronizadas. Como consequência, podem gerar dificuldade no entendimento e no uso dessas informações pelo consumidor brasileiro

Is the serving size and household measure information on labels clear and standardized? Analysis of the labels of processed foods sold in Brazil