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Marketing to Moms - Brazil - December 2015

“The economy has been influencing the activities moms do with their kids, with many of them trying to save by opting for more affordable leisure activities and spending more time at home rather than going out.”
– Renata Pompa de Moura, Research Manager

This report examines the following areas:

  • Financial security is a great concern of moms
  • Single moms are more likely to feel they need more time for themselves
  • What can malls and leisure centers do to continue attracting consumers?

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Child safety is the top concern of moms
            • Figure 1: Concerns toward the welfare of child/children, July 2015
          • More dedicating and less strict parenting
            • Figure 2: Attitudes toward parenting, July 2015
          • Moms have been watching more TV with their children
            • Figure 3: Changes in frequency of doing activities, July 2015
          • AB moms are the most likely to find more time to spend with their children
            • Figure 4: Reasons to change the frequency of activities, July 2015
          • What we think
          • Issues and Insights

            • Financial security is a great concern of moms
              • The facts
                • The implications
                  • Single moms are more likely to feel they need more time for themselves
                    • The facts
                      • The implications
                        • What can malls and leisure centers do to continue attracting consumers?
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • The number of crimes in Brazil is alarming
                                • Inflation and unemployment peak in 2015
                                  • Obesity and overweight: a problem among Brazilian children
                                    • Moms are having fewer children and at later age
                                    • Market Drivers

                                      • Child obesity: a growing problem
                                        • Violence and crime rates are high in Brazil
                                          • Figure 5: Number of murders in Brazil, 2013 and 2014
                                        • Moms are having fewer children and at a later age
                                          • Figure 6: Fertility rate, Brazil, 2000-14
                                        • Inflation and unemployment keep rising in 2015
                                          • Figure 7: Consumer price index (IPCA), in %, Brazil, November 2014- November 2015
                                          • Figure 8: Unemployment rate per trimester in %, Brazil, January 2015- September 2015
                                      • The Consumer – What You Need to Know

                                        • Quality of children education: most important for Northeastern moms
                                          • A balanced diet is more important to moms than physical activity
                                            • Young moms have a higher tendency to reward children for good behavior
                                              • Online parenting advice: a resource more used by young moms
                                                • Moms could be replacing meals at restaurants by snacks out of home
                                                  • Although outdoor activities are encouraged, moms are taking kids less often to beaches and parks
                                                  • Concern toward the Welfare of Child/Children

                                                    • Child safety is the top concern of moms
                                                      • Figure 9: Concern toward the welfare of child/children, July 2015
                                                    • ABs are the most likely to be concerned with a number of factors
                                                      • Figure 10: Selected concerns toward the welfare of child/children, by socioeconomic group, July 2015
                                                    • Moms living in the Northeast are the most concerned with the quality of their children’s education
                                                        • Figure 11: Concern with quality of children education, by region, July 2015
                                                      • Access to quality healthcare more important to moms with children under 3
                                                        • Figure 12: Concern with access to quality healthcare, by age of children, July 2015
                                                      • Good examples to follow: more important to young moms (aged 16-24)
                                                        • Figure 13: Concern with good examples to follow, by age of moms, July 2015
                                                      • Moms tend to be more concerned with a balanced diet than physical activity
                                                        • Figure 14: Concern with a balanced diet and with physical activity, all moms, July 2015
                                                    • Attitudes toward Parenting

                                                      • More dedicating and less strict parenting
                                                        • Figure 15: Attitude toward parenting, August 2015
                                                      • Moms of younger children and those in classes ABC1 are more likely to prefer shopping for their children than for themselves
                                                        • Figure 16: Agreement with the statement “I prefer to shop for my children rather than shop for myself,” by age of children, July 2015
                                                        • Figure 17: Attitude toward parenting, “I prefer to shop for my children rather than shop for myself,” by socioeconomic group, July 2015
                                                      • Young consumers are more likely to reward children for good behavior
                                                        • Figure 18: Agreement with the statement “I reward my child/children for good behavior,” by age of moms, July 2015
                                                      • 20% of moms of children under 3 look for parenting advice on the internet
                                                        • Figure 19: Agreement with the statement “I look for parenting advice on the Internet,” by age of children, July 2015
                                                    • Changes in Frequency of Doing Activities

                                                      • Moms have been watching more TV with their children
                                                        • Figure 20: Changes in frequency of doing activities, July 2015
                                                      • Moms could be replacing restaurants by snacks out of home
                                                        • Figure 21: Changes in frequency of having snacks out of home and going to restaurants, by all moms, July 2015
                                                      • Activities such as movies, traveling, and shows are suffering
                                                        • Figure 22: Changes in frequency of going to the cinema, traveling for leisure and going to shows/concerts, by all moms, July 2015
                                                    • Reasons to Change the Frequency of Activities

                                                      • AB moms are the most likely to find more time to spend with their children
                                                          • Figure 23: Reasons to change the frequency of activities, July 2015
                                                        • 25% of Brazilian moms have been spending more money on their child/children now compared to 12 months ago
                                                          • Figure 24: Changes in volume purchased, supermarkets´ private label, September 2015
                                                        • 28% of moms have been encouraging their child/children to take part in more outdoor activities
                                                          • Figure 25: Selected reasons to change the frequency of activities, July 2015
                                                        • As children age, leisure activities with moms decline
                                                          • Figure 26: Agreement with the statements “I think that my child/children would rather go out with friends then their parents” and “my child/children are reluctant to take part in leisure activities with me,” by age of children, July 2015
                                                      • Appendix – Abbreviations

                                                        Companies Covered

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

                                                        Marketing to Moms - Brazil - December 2015

                                                        US $3,995.00 (Excl.Tax)