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Healthy Lifestyles - Brazil - February 2013

“Although a busier life makes people more likely to develop unhealthy habits, Brazilians are making some effort to combine healthy options with convenience. And, it is likely that this is being caused by continuous health campaigns by the government and partner organizations”

– Sheila Salina, Lifestyles Analyst

This study will answer the following questions:

  • Do Brazilians have healthy eating habits? What are their eating habits and what are the trends in the food market today?
  • Is physical activity a common practice among Brazilians? How does the population exercise? What are the existing opportunities to increase this habit?
  • What makes people strive for a better quality of life and better work/personal life balance? In what way does work impact the health of Brazilians?
  • How does the older population deal with the challenges involved in maintaining a good health?

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Table of contents

  1. Introduction

      • Definition
      • Executive Summary

        • The issues
          • Healthy eating needs to be more convenient
            • Figure 1: Attitudes toward eating habits, June 2012
          • Exercise habits
              • Figure 2: Attitudes toward healthy living habits, June 2012
            • Men and women have different reasons when striving for better quality of life at work
              • Figure 3: Main factors that contribute to a healthy living habit, by selected age and gender groups, June 2012
            • Access to information by older adults helps them to keep healthy
              • Figure 4: Attitudes toward health, by selected age and gender groups, June 2012
          • Healthy Eating Needs to Be More Convenient

            • Key points
              • Brazilians try to have a balanced, nutritious diet
                • Figure 5: Attitudes toward eating habits, June 2012
              • Convenience is changing eating habits
                • Educating the population
                  • Figure 6: Fruit and vegetables with a convenience appeal, Brazil, December 2012
                  • Figure 7: Ready Meals with a natural or healthy appeal, Brazil, december 2012
                • Fresh food is becoming more expensive than fast food
                  • Figure 8: Eating habits, June 2012
                  • Figure 9: “Triscuit” cookie, U.S., June 2011
                • Healthy eating habits increase with age
                  • Figure 10: Healthy eating habits, by age, June 2012
                • Hectic lifestyles make healthy eating difficult
                  • Figure 11: Number of fast-food restaurants in Brazil, 2005-10
                  • Figure 12: Market share of major food companies in Brazil, 2009-10
              • Exercise Habits

                • Key points
                  • Exercising is important but difficult
                    • Figure 13: Attitudes toward healthy living habits, June 2012
                  • Motivational aspects
                    • Figure 14: Level of agreement with “regular exercise” and “healthy diet” as factors that contribute to a healthy life, by gender and age, June 2012
                  • Gyms are considered very expensive
                    • Figure 15: Agreement with the statement ‘gyms/health clubs are very expensive,’ by age, June 2012
                  • There is an opportunity for gyms with a focus on socio-economic group C
                    • Figure 16: Agreement with the statement ‘gyms/health clubs are very expensive,’ by socio-economic profile, June 2012
                    • Figure 17: Market share volume (units), of Brazilian gyms, 2010-11
                    • Figure 18: Number of Brazilian gyms, (000), 2006-11
                  • Outdoor activities are the most convenient ones to older people
                    • Figure 19: Agreement with the statement ‘I do not like going to the gym – I exercise outside,’ by age group, June 2012
                    • Figure 20: Major factors that contribute to a healthy living habit, by age group, June 2012
                • Men and Women See Quality of Life at Work Differently

                  • Key points
                    • Focus on professional life is making Brazilians lose their sleep
                      • Figure 21: The three main factors that contribute to a healthy living habit, June 2012
                    • Women in the work market are prone to stress
                      • Figure 22: Main factors that contribute to a healthy living habit, by selected age and gender groups, June 2012
                      • Figure 23: Products with anti-stress and good sleep positioning, 2012
                      • Figure 24: Products with an “on the go” positioning, with focus on female convenience, January 2013
                    • Men are interested in a balance between work and personal life
                      • Figure 25: Main factors that contribute to a healthy living habit, by selected age and gender groups, June 2012
                    • Men are optimistic about work and new challenges
                      • Figure 26: Level of agreement with the statement: “I like living in the present and I do not worry about the future,” by selected gender and age groups, June 2012
                      • Figure 27: Products targeted to men, personal care category, December 2012
                      • Figure 28: Products targeted to men, food category, 2010-12
                  • Access to Information Helps the Older Population Look After their Health

                    • Key points
                      • A country with a growing aging population
                        • Older people eat better but exercise less
                          • Figure 29: Major factors that contribute to healthy living habits, by total sample and 55+ age group, June 2012
                        • This group is more attracted to foods with added vitamins
                          • Figure 30: Level of agreement with the statement: “I am trying to make sure to I eat a low-fat diet” by age groups, June 2012
                          • Figure 31: Food targeted at older people, 2012-13
                        • Older people want look after their health on their own
                          • Figure 32: Level of agreement with the statement “Health problem is something I cannot control,” by total and adults aged 55+, June 2012
                          • Figure 33: Attitudes toward health, by selected age and gender groups, June 2012
                        • Therapeutic products and services ones are more likely to grow
                            • Figure 34: Products with homeopathic characteristics, different categories, January 2013
                            • Figure 35: “suco da vida,” product by “nação verde” franchising, March 2012
                        • Appendix – Attitudes Toward Healthy Living

                            • Figure 36: Attitudes toward healthy living habits, June 2012
                            • Figure 37: Attitudes toward healthy living habits, by demographics, June 2012
                            • Figure 38: Attitudes toward healthy living habits, by demographics, June 2012
                        • Appendix – Eating Habits

                            • Figure 39: Eating habits, June 2012
                            • Figure 40: Attitudes toward healthy living habits, by eating habits, June 2012
                            • Figure 41: Attitudes toward healthy living habits, by eating habits, June 2012
                            • Figure 42: Eating habits, by demographics, June 2012
                            • Figure 43: Eating habits, by demographics, June 2012
                            • Figure 44: Attitudes toward food, June 2012
                            • Figure 45: Attitudes toward healthy living habits, by attitudes toward food, June 2012
                            • Figure 46: Eating habits, by attitudes toward food, June 2012
                            • Figure 47: Attitudes toward health, by attitudes toward food, June 2012
                            • Figure 48: Attitudes toward food, by demographics, June 2012
                        • Appendix – Attitudes Toward Health

                            • Figure 49: Attitudes toward health, June 2012
                            • Figure 50: Attitudes toward health, by attitudes toward healthy living habits, June 2012
                            • Figure 51: Attitudes toward health, by attitudes toward healthy living habits, June 2012
                            • Figure 52: Attitudes toward health, by eating habits, June 2012
                            • Figure 53: Attitudes toward health, by eating habits, June 2012
                            • Figure 54: Attitudes toward health, by demography, June 2012
                            • Figure 55: Attitudes toward health, by demography, June 2012
                        • Appendix – The Main Factors that Contribute to Healthy Living Habits

                            • Figure 56: Major factors that contribute healthy living habits, June 2012
                            • Figure 57: Main factors that contribute to healthy living habits, by demographics, June 2012
                            • Figure 58: Main factors that contribute to healthy living habits, by demographics, June 2012

                        Companies Covered

                        To learn more about the companies covered in this report please contact us.

                        Healthy Lifestyles - Brazil - February 2013

                        £3,174.67 (Excl.Tax)