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Lifestyles of the Over-55s - Brazil - September 2013

“The world’s population is aging and young adults are increasingly postponing plans to start a family. This demographic profile change, with lower levels of population replacement, is strong in Brazil. Brazilian women are postponing having children until later in life, and it’s estimated that by 2030 women will become mothers after the age of 29.”

– Sheila Salina, Senior Lifestyle Analyst

This report will answer the following questions:

  • What are the current main demographic characteristics of the over-55s? Who do they live with? What is their average income? Do they access the internet? Are they working?
  • How many Brazilian over-55s are retired and what has changed in their lives with retirement?
  • Which categories/segments did they spend more on in the last year?
  • What are the behavior profiles (habits and attitudes) of the over-55s in Brazil, based on a cluster analysis?
  • What are the main differences between the behavior profiles? What attributes are relevant to each group?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

          • The Issues
            • Demographic Overview
              • Figure 1: Monthly personal income* (minimum salary in R$**) of the Brazilian population, 2010
            • Changes with retirement
              • Figure 2: Most relevant post-retirement factors, May 2013
            • Changes in spending habits
                • Figure 3: Changes in spending habits, May 2013
              • Cluster Analysis: Lifestyle of the over-55s
                • Figure 4: Segmentation according to the lifestyle of the over-55s, May 2013
              • What we think
              • Demographic Overview

                • Key points
                  • Brazil is still a young country, but its population is aging
                    • Figure 5: Brazilian population, by age group, 2000 and 2010
                  • Over-55s prefer the company of their family rather than being on their own
                    • Figure 6: Current living situation, by age group, July 2013
                    • Figure 7: Marital status, by age group, July 2013
                  • Retirement and income of the over-55s
                    • Figure 8: Monthly personal income* (minimum salary**) of the Brazilian population and of the over-55s, 2010
                    • Figure 9: Demographics of pensioners in Brazil*, 2010 Census
                • Lifestyle Changes in Retirement

                  • Key points
                    • Focusing on greater work-life balance would benefit companies in the long run
                      • Figure 10: Number of active INSS benefits (retirement), 2002-11
                      • Figure 11: Reasons for retirement, May 2013
                    • After retirement, family and leisure become priority
                      • Figure 12: Lifestyle changes after retirement, May 2013
                      • Figure 13: Ways of accessing the internet in the last three months, by selected age and socioeconomic groups, May 2013
                  • Changes in Spending Habits

                    • Key points
                      • Eating at home is perceived as healthier and less expensive
                        • Figure 14: Changes in spending habits, May 2013
                      • Spending on clothes and leisure activities is associated with feeling young
                        • Figure 15: General lifestyle attitudes, May 2013
                    • Over-55s’ Consumer Typologies

                      • Key points
                          • Figure 16: Over-55s’ consumer typologies, May 2013
                        • Active and satisfied with life (44%)
                          • Living for the family and for the home (37%)
                            • Modern, independent, and living alone
                            • Appendix – Reasons for Retiring

                                • Figure 17: Reasons for retirement, May 2013
                            • Appendix – Lifestyle Changes in Retirement

                                • Figure 18: Most relevant post-retirement factors, May 2013
                            • Appendix – Changes in Spending Habits

                                • Figure 19: Changes in spending habits, May 2013
                                • Figure 20: Change in spending habits—More, by demographics, May 2013
                            • Appendix – General Lifestyle Attitudes

                                • Figure 21: Attitudes toward seniors' lifestyle, May 2013
                                • Figure 22: Attitudes toward seniors' lifestyle—“I prefer to use herbal remedies (e.g., homeopathic) rather than traditional pharmaceutical drugs,” May 2013
                                • Figure 23: Attitudes toward seniors' lifestyle—“New technologies can be difficult to understand,” by demography, may 2013
                                • Figure 24: Attitudes toward seniors' lifestyle—“The internet has become a leisure activity for me,” by demographics, May 2013
                                • Figure 25: Attitudes toward seniors' lifestyle—“I would attend events designed specifically for elderly people (e.g., parties, tours),” by demographics, May 2013
                                • Figure 26: Attitudes toward seniors' lifestyle—“I tend to spend my weekdays at home (e.g., watching TV, cooking etc.),” by demographics, May 2013
                                • Figure 27: Attitudes toward seniors' lifestyle—“To have a regular contact with the environment/nature is important to me,” by demographics, May 2013
                                • Figure 28: Attitudes toward seniors' lifestyle—“I prefer to prioritize spending my time with my family,” by demographics, May 2013
                                • Figure 29: Attitudes toward seniors' lifestyle—“Dynamic activities (e.g., days out, sports) make me feel younger,” by demographics, May 2013
                                • Figure 30: Attitudes toward seniors' lifestyle—“It is important to maintain a younger appearance (e.g., dyed hair, wearing makeup, perfume),” by demographics, May 2013
                                • Figure 31: Attitudes toward seniors' lifestyle—“I like to keep myself busy with household or work activities,” by demographics, May 2013
                                • Figure 32: Attitudes toward seniors' lifestyle—“I like to keep a relaxing routine,” by demographics, May 2013
                                • Figure 33: Attitudes toward seniors' lifestyle—“I prefer to be on my own rather than in a group,” by demographics, May 2013
                            • Appendix – Internet Access

                                • Figure 34: Internet access, May 2013
                                • Figure 35: Internet access, by demographics, May 2013
                                • Figure 36: Internet access, by demographics, May 2013
                                • Figure 37: Current employment situation, by gender and age, May 2013
                            • Appendix – Over-55s’ Consumer Typologies

                                • Figure 38: Target groups, May 2013
                                • Figure 39: Target groups, by demographics, January 2013
                                • Figure 40: Attitudes toward seniors' lifestyle, by target groups, May 2013
                                • Figure 41: Changing in the spending habits, by target groups, May 2013

                            Companies Covered

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                            Lifestyles of the Over-55s - Brazil - September 2013

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