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Healthy Lifestyles - Brazil - March 2014

“Despite the wide availability of affordable fresh food in the country, Brazilians are increasingly consuming processed low-nutritional food products, skipping meals, and focusing on convenient products. They are making up for bad food habits by exercising more and doing more sports, but without a balanced diet this might not be enough.”

– Sheila Salina, Lifestyle Analyst

This report will answer the following questions:

  • Do Brazilians have healthy eating habits? What are their current eating habits?
  • Do Brazilians exercise frequently? How can they be encouraged to exercise more?
  • How well-informed do Brazilians think they are about their health? Does this have an impact on a healthy lifestyle?
  • What factors do Brazilians consider to be most important in order to have good health and why?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

          • The issues
            • Brazilians’ eating habits: characteristics and trends
              • Figure 1: Selected eating habits, by age group and children in household, October 2013
            • Physical activity
              • Figure 2: Agreement with statements about physical activity/exercising, in relation to a healthy lifestyle, October 2013
            • Awareness of health issues and attitudes toward a healthy lifestyle
              • Figure 3: Agreement with selected statement about general lifestyles, 2012-13
            • Factors that contribute to a healthier lifestyle
              • Figure 4: factors that contribute the most to a healthy lifestyle, 2012-13
            • What we think
            • Brazilians’ Eating Habits – Characteristics and Trends

              • Key points
                • About four in 10 Brazilians consume fruit and vegetables regularly
                  • Figure 5: Selected eating habits, October 2013
                  • Figure 6: Selected eating Habits, by age and children in household, October 2013
                  • Figure 7: Examples of products positioned as “nutritious,” “healthy,” and “practical,” 2013
                • Almost a quarter of Brazilians eat sweets and junk food at least once a day
                  • Figure 8: Consumption of sweets, chocolate, or sugary treats at least once a day, by age, October 2013
                  • Figure 9: Frequency of doing activities that affect a healthy lifestyle, “I eat junk food (unhealthy food, with little nutrition value, eg pizza, salty snacks, hamburgers, etc),” October 2013
                  • Figure 10: Frequency of doing activities that affect a healthy lifestyle “I eat junk food (unhealthy food, with low nutrition value),” by age group, October 2013
                  • Figure 11: Overweight Brazilian adults, all and by age groups, 2011-12
                  • Figure 12: Obese Brazilian adults, all and by age groups, 2011-12
                  • Figure 13: Examples of “baked”/low-fat salty snacks, 2012-14
                  • Figure 14: Examples of indulgent products, with the appeal of controlled calories or mini portions, 2013
                • The lifestyles of different socioeconomic groups generate distinct food habits
                  • Figure 15: Eating habits, by selected options, by socioeconomic groups, October 2013
                  • Figure 16: Any frequency of doing activities which have an impact on healthy lifestyles, October 2013
                  • Figure 17: Examples of products with “healthy” and “convenient” claims, 2014
                  • Figure 18: Examples of supplementary food products with natural ingredients or with added vitamins, 2012-13
              • Physical Activity

                • Key points
                  • Just more than half of Brazilians do some kind of physical activity
                    • Figure 19: Agreement in relation to physical activity, by healthy lifestyle, October 2013
                    • Figure 20: Adults who follow the recommended physical activity levels in their spare time * Brazilian population, total and by age group, 2011-12
                    • Figure 21: Examples of products with “keeping fit” claims, 2013
                  • Exercising at the gym is becoming as interesting as exercising outdoors
                    • Figure 22: Agreement and disagreement with the statement “I don’t like going to the gym – I prefer to exercise outdoors,” total and by age group, October 2013
                    • Figure 23: Disagreement with the statement “I don’t like going to the gym – I prefer to exercise outdoors,” by selected demographics, October 2013
                    • Figure 24: Agreement and disagreement with the statement “I don’t like going to the gym – I prefer to exercise outdoors,” by socioeconomic groups, October 2013
                  • People who exercise outdoors tend to put greater emphasis on their wellbeing
                    • Figure 25: Attitudes toward general lifestyles, by people who agree with the statement “I don’t like going to the gym – I prefer to exercise outdoors,” October 2013
                    • Figure 26: Examples of products targeted at men with “wellbeing,” “anti-aging,” and/or “relaxing” claims, 2010-14
                • Awareness of Health Issues and Attitudes toward a Healthy Lifestyle

                  • Key points
                    • Brazilians feel they are more aware of health issues
                      • Figure 27: Agreement with selected attitudes toward general lifestyles, 2012-13
                    • Middle-aged women take little care of themselves, but are aware of good eating habits
                      • Figure 28: Selected eating habits, by age groups of women, October 2013
                      • Figure 29: Examples of the products targeted at female consumers with informative packaging, 2012
                    • Young male adults exercise often and are well-informed about health issues, but don’t have healthy eating habits
                      • Figure 30: Agreement with the statement “All the different advice about how to keep healthy can be confusing,” by men and by age group, 2012-13
                      • Figure 31: Agreement with the statement “I research any health concerns I have on my own even if I’ve already consulted a doctor about it,” men by age group, 2012-13
                      • Figure 32: Frequency of doing selected activities, which affect a healthy lifestyle, men by age group, October 2013
                      • Figure 33: Examples of physical exercises and fitness-related products targeted at male consumers, 2013
                    • Parents are worried about their children’s health and want to be more informed about products
                      • Figure 34: Agreement with the statement “All the different advice about how to keep healthy can be confusing,” by adults with and without children, 2012-13
                      • Figure 35: Examples of products with claims related to health and origin, 2013
                    • Married people have better eating habits, while single people exercise more
                      • Figure 36: Agreement with the statement “Health conditions are just a fact of life that I can't do anything about,” by marital status, October 2013
                      • Figure 37: Frequency of doing selected activities, which affect a healthy lifestyle, some frequency, by marital status, October 2013
                      • Figure 38: Frequency of doing selected activities, which affect a healthy lifestyle, some frequency, by marital status, October 2013
                      • Figure 39: Examples of food products sold in individual portions and/or targeting single people, 2012-13
                  • Factors that Contribute to a Healthier Life

                    • Key points
                      • Brazilians are valuing emotional wellbeing
                        • Figure 40: factors that most contribute to a healthy life, 2012-13
                      • Middle-class Brazilians prioritize quality of life
                        • Figure 41: “Getting the right amount of sleep” is one of the most important factors toward a healthy lifestyle, by demographics, 2012-13
                        • Figure 42: Factors that most contribute to a healthy life, selected, by socioeconomic groups, 2012-13
                        • Figure 43: Examples of products with “sensorial” and “mood” attributes, 2012-14
                    • Appendix – Attitudes toward a Healthy Lifestyle in General

                        • Figure 44: General lifestyle, October 2013
                        • Figure 45: General lifestyle – I'm not prepared to change my lifestyle to be healthier, by demographics, October 2013
                        • Figure 46: General lifestyle – I like living for today and I don't worry about the future, by demographics, October 2013
                        • Figure 47: General Lifestyle – I know what I should and SHOULD NOT do to keep healthy, by demographics, October 2013
                        • Figure 48: General lifestyle – All the different advice about how to keep healthy can be confusing, by demographics, October 2013
                        • Figure 49: General lifestyle – I try to keep fit by exercising and/or doing sports, by demographics, October 2013
                        • Figure 50: General lifestyle – Health conditions are just a fact of life that I can't do anything about, by demographics, October 2013
                        • Figure 51: General lifestyle – I exercise and/or do sports regularly (at least twice a week),by demographics, October 2013
                        • Figure 52: General lifestyle – I don’t like going to the gym – I prefer to exercise outdoors (eg jogging, playing soccer, volleyball, etc), by demographics, October 2013
                        • Figure 53: General lifestyle, by specific group – I don’t like going to the gym – I prefer to exercise outdoors (eg jogging, playing soccer, volleyball, etc), October 2013
                        • Figure 54: Frequency of activities that affect healthy lifestyles, by general lifestyle – I don’t like going to the gym – I prefer to exercise outdoors (eg jogging, playing soccer, volleyball, etc), October 2013
                        • Figure 55: The 3 factors that most contribute to a healthy lifestyle, by general lifestyle – I don’t like going to the gym – I prefer to exercise outdoors (eg jogging, playing soccer, volleyball, etc), October 2013
                        • Figure 56: General lifestyle – I Search, by his own account, on health problems, even if you have already consulted a doctor, by demography, October 2013
                    • Appendix – Eating Habits

                        • Figure 57: Eating habits, October 2013
                        • Figure 58: Eating habits, by demographics, October 2013
                        • Figure 59: Eating habits, by demographics, October 2013 (continuation)
                    • Appendix – Frequency of Activities that Affect a Healthy Lifestyle

                        • Figure 60: Frequency of activities that affect a healthy lifestyle, October 2013
                        • Figure 61: Frequency of activities that affect a healthy lifestyle, I drink and smoke, October 2013
                        • Figure 62: Frequency of activities that affect a healthy lifestyle – Eat fruit and vegetables, by demographics, October 2013
                        • Figure 63: Frequency of activities that affect a healthy lifestyle – I allocate time to relax and unwind, by demographics, October 2013
                        • Figure 64: Frequency of activities that affect a healthy lifestyle – I allocate time for hobbies, by demographics, October 2013
                        • Figure 65: Frequency of activities that affect the healthy life style – I eat junk food (unhealthy food, with little nutrition value, eg pizza, salty snacks, hamburgers, etc), by demographics, October 2013
                        • Figure 66: Frequency of activities that affect a healthy lifestyle – I watch what I eat (quantity and type of food), by demographics, October 2013
                        • Figure 67: Frequency of activities that affect a healthy lifestyle – I exercise, by demographics, October 2013
                        • Figure 68: Frequency of activities that affect a healthy lifestyle – I skip meals, by demographics, October 2013
                        • Figure 69: Frequency of activities that affect a healthy lifestyle – I work long hours, by demographics, October 2013
                        • Figure 70: Frequency of activities that affect a healthy lifestyle – I practice sports, by demographics, October 2013
                        • Figure 71: Frequency of activities that affect a healthy lifestyle – I drink (alcoholic beverage), by demographics, October 2013
                        • Figure 72: Frequency of activities that affect a healthy lifestyle – I smoke, by demographics, October 2013
                    • Appendix – Factors that Contribute to a Healthy Lifestyle

                        • Figure 73: The top 3 factors that contribute the most to a healthy lifestyle, October 2013
                        • Figure 74: The top 3 factors that contribute the most to a healthy lifestyle, by demographics, October 2013
                        • Figure 75: The top 3 factors that contribute the most to a healthy lifestyle, by demographics, October 2013 (continuation)
                        • Figure 76: The 3 factors that contribute the most to a healthy lifestyle, by demographics, October 2013 (continuation)

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                    Healthy Lifestyles - Brazil - March 2014

                    £3,174.67 (Excl.Tax)