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Leisure Time - Brazil - August 2014

“The leisure market in Brazil is wide-ranging and it involves out-of-home as well as at-home activities that consumers do with their family, friends, alone or using technology. One of the most popular leisure activities is electronic gaming, which generated approximately 850 million reais with the sale of games software in the country in 2013 (a 35% growth compared to 2012). The number of visitors to theme/amusement parks also grew by 10% a year over the past two years (2012-13) and should keep growing at a steady pace over next five years, thanks to investments in modern and safe attractions and in smaller areas, such as part of shopping malls, which are visited by almost a fifth of the population.”
– Sheila Salina, Senior Analyst

This report will answer the following key questions:

  • Which were the most popular out-of-home leisure activities in Brazil over last month?
  • Which were the most popular at-home leisure activities in Brazil last week?
  • How do Brazilians use technology and internet as leisure?
  • What are Brazilians’ most common attitudes toward leisure?

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Table of contents

  1. Introduction

      • Definitions
        • Leisure market
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Brazil retail sales of toys and games, 2009-19
                • Figure 2: Number of visitors (in million) in Brazilian theme/amusement parks, 2009-19
              • Companies, brands, and innovations
                • Global brands are leaders in the toys and games market, with national factories and partnerships
                  • Figure 3: Leading brands’ retail shares in the toys, traditional games and electronic games market, Brazil, 2013
                • Water parks enjoy an increasing market share in 2013
                  • Figure 4: Leading companies’ shares in the theme/amusement parks market, Brazil, 2012-13
                • The consumer
                  • Dining and drinking out, cinema, shows/concerts, and nature are the main out-of-home leisure activities in Brazil
                    • Figure 5: Out-of-home leisure activities, May 2014
                  • Audio-visual content stands out in at-home leisure activities
                    • Figure 6: At-home leisure activities last week, selected activities, May 2014
                  • Mobile internet and online games are potentially attractive entertainment tools
                    • Figure 7: Usage of internet as leisure, May 2014
                  • Most popular types of leisure activities among Brazilians: intelligent, family oriented, convenient, and easily accessible
                    • Figure 8: Target groups according to attitudes toward leisure, May 2014
                  • What we think
                  • Key points

                      • Games represent opportunities for entertainment and technology brands targeted at young male adults
                        • The facts
                          • The implications
                            • Audio-visual content is appealing to parents and can expand online
                              • The facts
                                • The implications
                                • Trend Application

                                  • Trend: Immaterial World
                                    • Trend: Mood to Order
                                    • Who’s Innovating?

                                      • Key points
                                        • Theme parks are a strong feature in shopping malls
                                          • Toys and games invest in World Cup-inspired launches
                                            • Gyms can use technology as a way to promote well-being
                                            • Market and Forecast – Toys and Games

                                              • Key points
                                                • In 2013 sales remained at similar growth levels as 2012
                                                  • Figure 9: Retail value sales of toys and games in Brazil, by segment, 2009-13
                                                • Category will tend to slow down in the next five years with the end of sporting events and the maturing of the electronic games market
                                                  • Figure 10: Retail value sales of toys and games in Brazil, 2009-19
                                                  • Figure 11: Retail value sales of toys and games in Brazil, 2009-19
                                              • Market and Forecast – Theme and Amusement Parks

                                                • Key points
                                                  • Number of visitors grew 10% from 2012-13
                                                    • Figure 12: Number of visitors (in million) per year in Brazilian theme/amusement parks, 2010-13
                                                  • Investments in new attractions and units will attract more visitors in the next few years
                                                    • Figure 13: Number of visitors (in million) per year in Brazilian theme/amusement parks, 2009-19
                                                    • Figure 14: Number of visitors (in million) in Brazilian theme/amusement parks, 2009-19
                                                  • Factors used in the forecast
                                                  • Market Share – Toys, Games, and Theme/Amusement Parks

                                                    • Key points
                                                      • Global brands lead the market with national factories and partnerships
                                                        • Figure 15: Leading brands’ retail shares in the toys, traditional games and electronic games market, Brazil, 2013
                                                      • Water parks stand out in terms of market share in 2013
                                                        • Figure 16: Leading companies’ shares in the theme/amusement parks market, Brazil, 2012-13
                                                    • Companies and Brands

                                                      • Hopi Hari (theme park)
                                                        • Beach Park (Aquatic Park)
                                                          • Mattel (toys)
                                                            • Estrela (toys)
                                                            • The Consumer – Out-of-home Leisure Activities

                                                              • Key points
                                                                • Dining and drinking out, cinema shows/concerts are among the main out-of-home activities in Brazil
                                                                  • Figure 17: Out-of-home leisure activities, May 2014
                                                                • Implications
                                                                  • Music shows/festivals is a popular leisure activity among young adults
                                                                    • Figure 18: Agreement with statement ‘I have been to a music concert/festival last month’, by age group, May 2014
                                                                  • Implications
                                                                    • Parents take part in fewer out-of-home leisure activities than adults with no children
                                                                      • Figure 19: Selected out-of-home leisure activities, by adults with children and adults with no children, May 2014
                                                                    • Implications
                                                                    • The Consumer – At-home Leisure Activities

                                                                      • Key points
                                                                        • Audio-visual contents are popular at-home leisure activities
                                                                          • Figure 20: At-home leisure activities in the last week, selected activities, May 2014
                                                                        • Importance given to TV, internet or DVD varies by age group
                                                                          • Figure 21: At-home leisure activities in the last week, by selected activities, by age group, May 2014
                                                                        • Implications
                                                                          • Internet as a leisure activity at home goes beyond social networks
                                                                            • Figure 22: At-home leisure activities in the last week, by selected activities, May 2014
                                                                          • Implications
                                                                          • The Consumer – Internet and Leisure

                                                                            • Key points
                                                                              • Brazilians are interested in mobile internet as a leisure option that can be accessed anytime
                                                                                • Figure 23: Internet as leisure, May 2014
                                                                                • Figure 24: internet as leisure, selected attributes, by how internet was accessed in the last three months, May 2014
                                                                              • Implications
                                                                                • Online gaming has the potential to appeal to adults aged 16-24
                                                                                  • Figure 25: internet as leisure, selected attitude, by gender and selected age groups, May 2014
                                                                                • Implications
                                                                                • The Consumer – Target Groups – General Attitudes toward Leisure Habits

                                                                                  • Key points
                                                                                    • The four target groups
                                                                                      • Figure 26: Target groups according to attitudes toward leisure, May 2014
                                                                                    • Intelligent Leisure (19% - Group 1)
                                                                                      • Implications
                                                                                        • Who are they?
                                                                                          • Family leisure (20% - Group 2)
                                                                                            • Implications
                                                                                              • Who are they?
                                                                                                • Convenient leisure (35% – Group 3)
                                                                                                  • Implications
                                                                                                    • Who are they?
                                                                                                      • Easily accessible leisure (26% – Group 4)
                                                                                                        • Implications
                                                                                                          • Who are they?
                                                                                                          • Appendix – Market and Forecast – Toys and Games

                                                                                                              • Figure 27: Best- and worst-case scenario for the estimates of the market value of toys and games, in retail, 2014-19
                                                                                                          • Appendix – Market and Forecast – Theme Parks and Amusement

                                                                                                              • Figure 28: Best- and worst-case volume forecast (number of visitors/per year in million) in the theme/amusement park market, 2014-19
                                                                                                          • Appendix – Out-of-home Leisure Activities

                                                                                                              • Figure 29: Out-of-home leisure activities, May 2014
                                                                                                              • Figure 30: Out-of-home leisure activities, by demographics, May 2014
                                                                                                              • Figure 31: Out-of-home leisure activities, by demographics, May 2014 (cont.)
                                                                                                              • Figure 32: Out-of-home leisure activities, by demographics, May 2014 (cont.)
                                                                                                            • Repertoire Analysis
                                                                                                              • Figure 33: Out-of-home leisure repertoire, April 2014
                                                                                                              • Figure 34: Out-of-home leisure repertoire, by demographics, April 2014
                                                                                                              • Figure 35: Out-of-home leisure activities, by out-of-home leisure repertoire,May 2014
                                                                                                          • Appendix – At-home Leisure

                                                                                                              • Figure 36: At-home leisure activities, May 2014
                                                                                                              • Figure 37: At-home leisure activities, by demographics, May 2014
                                                                                                              • Figure 38: At-home leisure activities, by demographics, May 2014 (cont.)
                                                                                                            • Repertoire analysis
                                                                                                              • Figure 39: At-home leisure repertoire, May 2014
                                                                                                              • Figure 40: At-home leisure repertoire, by demographics, May 2014
                                                                                                              • Figure 41: At-home leisure activities. by at-home leisure repertoire, may 2014
                                                                                                          • Appendix – General Attitudes toward Leisure Activities

                                                                                                              • Figure 42: Attitudes toward leisure activities, May 2014
                                                                                                          • Appendix – Internet and Technology as Leisure

                                                                                                              • Figure 43: Internet and technology as leisure, May 2014
                                                                                                              • Figure 44: internet and technology as leisure, by demographics, May 2014
                                                                                                              • Figure 45: Internet and technology as leisure, by demographics, May 2014 (cont.)
                                                                                                              • Figure 46: Internet and technology as leisure, by access to the Internet in the last 3 months, May 2014
                                                                                                          • Appendix – Target-Groups Analysis – Attitudes toward Leisure Time

                                                                                                              • Figure 47: Target-groups, May 2014
                                                                                                              • Figure 48: Target-groups, by demographics, May 2014
                                                                                                              • Figure 49: Out-of-home leisure activities, by target-groups, May 2014
                                                                                                              • Figure 50: At-home leisure activities, by target-groups, May 2014
                                                                                                              • Figure 51: Attitudes toward leisure activities, by target-groups, May 2014
                                                                                                              • Figure 52: Internet and technology as leisure, by target-groups, May 2014

                                                                                                          Companies Covered

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                                                                                                          Leisure Time - Brazil - August 2014

                                                                                                          £3,174.67 (Excl.Tax)