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Marketing to Moms - Brazil - November 2013

“Representing nearly six in 10 Brazilian women, mothers are a lucrative group of consumers; they are investing more in their careers (which means income enhancement) and putting more expectations on products and services with quality and convenience benefits in order to help them juggle the work/life balance.”

– Sheila Salina, Senior Lifestyle Analyst

This report will answer the following questions:

  • What are the most prominent demographic characteristics of Brazilian mothers? And what are their main social behaviors in relation to this information?
  • What are the most common activities related to being a mother? Have mothers been spending more or less time on certain activities in the last 12 months? And what do they take into consideration when prioritizing these activities?
  • How have their buying habits changed after they became mothers? Do they show a more emotional or rational behavior? What do they expect from products and services targeted at moms and their children?
  • What are Brazilian mothers’ habits and attitudes? What are the main differences between these profiles? Which attributes define each profile?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

          • The issues
            • Demographic overview
              • Figure 1: Brazilian mothers aged 15+, by number of children, 2000 and 2010
            • Time spent on activities related to being a mother
              • Figure 2: Time spent with activities related to being a mother in the last 12 months, June 2013
            • Changes in purchasing habits
              • Figure 3: Changes in purchasing habits after becoming a mother, June 2013
            • Segmentation analysis – Mothers' attitudes
              • Figure 4: Segmentation according to mothers' lifestyles, June 2013
            • What we think
            • Demographic Overview

              • Key points
                • Brazilian women have fewer children, increasingly later in life
                  • Figure 5: Brazilian mothers aged 15+, by number of children, 2000 and 2010
                  • Figure 6: Mothers aged 15+ in the Brazilian female population, by age, 2000 and 2010
                • Women still want to be mothers, but are focusing more on career and education
                  • Figure 7: Mothers aged 25+ with higher education, Brazil and regions, 2000 and 2010
                  • Figure 8: Mothers aged 25+, who stated monthly nominal per capita household income, 2000 and 2010
                  • Figure 9: Mothers, by current occupation, June 2013
                • Busy mothers make a point of cooking dinner
                  • Figure 10: Time spent cooking dinner for the family, in relation to last year, by working mothers, June 2013
                • The number of single mothers has been increasing during the last decade
                  • Figure 11: Single mothers*, by age group, 2000 and 2010 census
                  • Figure 12: Single mothers*, by region, 2010 census
                • The majority of Brazilian mothers are single, separated or widows
                  • Figure 13: Brazilian mothers *, by marital status, 2000 and 2010 census
                  • Figure 14: Current living status of single, separated and widowed mothers, June 2013
                • Single, separated, and widowed mothers put less pressure on themselves than married mothers
                  • Figure 15: Attitudes toward motherhood, any agreement, by marital status, June 2013:
                • Most mothers don't go back to the same job after they return from maternity leave
                  • Figure 16: Age of their child/children when mothers go back to work, June 2013
                  • Figure 17: Age of the child/children when mother went back to work, by socioeconomic group, June 2013
                • Playing with their children is considered essential by working and non-working moms
                  • Figure 18: Those who have spent more time on activities in the last 12 months, by age of child/children when returning to work, June 2013
              • Time Spent on Activities Related to Being a Mother

                • Key points
                  • Figure 19: Time spent with activities related to being a mother in the last 12 months, June 2013
                • Looking for promotions and discount is priority
                  • Cooking dinner tends to become more practical
                    • Mothers scrutinizing product content
                      • Middle/upper-class mothers value convenient food, but spend more time playing with their children
                        • Figure 20: Time spent with activities related to being a mother in the last 12 months, by socioeconomic group C1, June 2013
                        • Figure 21: Time spent more with activities related to being a mother in the last 12 months, by socioeconomic group, June 2013
                      • Mothers with a higher-education degree worry more about educational activities, natural foods, and shop more online
                        • Figure 22: Time spent on activities related to being a mother in the last 12 months, by higher education level, June 2013
                        • Figure 23: Activites that mothers are spending more time on in the last 12 months, all and by high education level, June 2013
                        • Figure 24: Agreement with statement “Websites provide useful information about parenting”, by education level, June 2013
                        • Figure 25: Time spent on activities related to being a mother in the last 12 months, by higher education level, June 2013
                    • Changes in Purchasing Habits

                      • Key points
                        • Figure 26: Changes in purchasing habits after becoming a mother, June 2013
                      • With motherhood, quality and trust become more important
                        • Mothers are shopping less impulsively
                          • Mothers of small children, especially those who work, are becoming more demanding
                            • Figure 27: Changes in purchasing habits after becoming a mother, in mothers with children up to 2 years old, June 2013
                          • Mothers of teenagers save and research more
                            • Figure 28: Changes in purchasing habits after becoming a mother, by age of child/children, June 2013
                            • Figure 29: Time spent with the activity “Looking for sales/discounts/coupons” after motherhood, June 2013
                        • Segmentation Analysis – Mothers' Attitudes

                          • Key points
                              • Figure 30: Segmentation according to mothers' lifestyle, June 2013
                            • Under-pressure moms (26%)
                              • Modern and Practical Moms (44%)
                                • Super Moms (30%)
                                • Appendix – Age of Child/Children

                                    • Figure 31: Age of child/children, June 2013
                                    • Figure 32: Age of child/children, by demographics, June 2013
                                    • Figure 33: Age of child/children, by demographics, June 2013
                                • Appendix – Current Employment Status

                                    • Figure 34: Current employment status, June 2013
                                    • Figure 35: Current employment status, by demographics, November 2013
                                    • Figure 36: Current employment status, by demographics, November 2013
                                • Appendix – Marital Status

                                    • Figure 37: Marital status, June 2013
                                    • Figure 38: Marital status, by demographics, June 2013
                                    • Figure 39: Marital status, by demographics, June 2013
                                • Appendix – Currently Living Situation

                                    • Figure 40: Current living situation, July 2013
                                    • Figure 41: Current living situation, by demographics, July 2013:
                                • Appendix – Access to the Internet

                                    • Figure 42: Access to the internet, June 2013
                                    • Figure 43: Access to the internet, by demographics, June 2013
                                    • Figure 44: Access to the internet, by demographics, June 2013
                                • Appendix – Youngest Child’s Age When Returning to Work

                                    • Figure 45: Youngest child's age when returning to work, June 2013
                                    • Figure 46: Youngest child's age when returning to work, by demographics, June 2013
                                    • Figure 47: Youngest child's age when returning to work, by demographics, June 2013
                                    • Figure 48: Youngest child's age when returning to work, by demographics, June 2013
                                • Appendix – Time Spent on Activities After Becoming a Mother

                                    • Figure 49: Time spent with activities after becoming a mother, June 2013
                                    • Figure 50: Time spent with activities after becoming a mother – Cooking dinner for my family, by demographics, June 2013
                                    • Figure 51: Time spent with activities related to being a mother – Ordering take-out food for my family, by demographics, June 2013
                                    • Figure 52: Time spent with activities related to being a mother – Cooking dinner for my family, by demographics, June 2013
                                    • Figure 53: Time spent with activities related to being a mother – Looking for special offers/discounts/coupons, by demographics, June 2013
                                    • Figure 54: Time spent with activities related to being a mother – Do healthy activities with my child/children (eg doing sports, riding my bicycle, etc), by demography, June 2013
                                    • Figure 55: Time spent with activities related to being a mother – Reading the content of labels of product packaging at supermarkets, by demographics, June 2013
                                    • Figure 56: Time spent with activities related to being a mother – Shopping online (grocery/household products) for my family, by demographics, June 2013
                                    • Figure 57: Time spent with activities related to being a mother – Taking my child/children to the cinema, by demographics, June 2013
                                    • Figure 58: Time spent with activities related to being a mother – Taking care of my own health (eg having a balance diet and exercising), by demographics, June 2013
                                    • Figure 59: Time spent with activities related to being a mother – Planning educational activities with my child/children (eg museums, theater, etc), by demographics, June 2013
                                    • Figure 60: Time spent with activities related to being a mother – Shopping for convenient food such as processed packaged food (eg hamburgers, sausages, chicken nuggets, etc), by demographics, June 2013
                                    • Figure 61: Time spent with activities related to being a mother – Seeking advice/tips on where to shop for children's clothes and accessories, by demographics, June 2013
                                    • Figure 62: Time spent with activities related to being a mother – Buying organic food, by demographics, June 2013
                                    • Figure 63: Time spent with activities related to being a mother – Playing with my child/children at home (eg board games, playing with dolls, etc), by demographics, June 2013
                                • Appendix – Changes in Purchasing Habits

                                    • Figure 64: Changes in purchasing habits, June 2013
                                    • Figure 65: Changes in purchasing habits, by demographics, June 2013
                                    • Figure 66: Changes in purchasing habits, by demographics, June 2013
                                • Appendix – Attitudes toward Motherhood

                                    • Figure 67: Attitudes toward motherhood, June 2013
                                    • Figure 68: Attitudes toward motherhood – It's hard to balance looking after my children with other areas of my life (eg work, household chores etc), by demographics, June 2013
                                    • Figure 69: Attitudes toward motherhood – I feel the need to justify why I chose to focus on different areas of my life (eg on a career, taking care of my children), by demographics, June 2013
                                    • Figure 70: Attitudes toward motherhood – I could contribute more financially to the household if I spend more time focusing on my career rather than taking care of my children, by demographics, June 2013
                                    • Figure 71: Attitudes toward motherhood – Being available for my children is more important than a career outside of the home, by demographics, June 2013
                                    • Figure 72: Attitudes toward motherhood – I am happy with the choices I've made to balance work (eg household chores or professional job) and looking after the kids, by demographics, June 2013
                                    • Figure 73: Attitudes toward motherhood – I would feel guilty if I weren't able to spend much time with my children as much as I like, by demographics, June 2013
                                    • Figure 74: Attitudes in relation to motherhood – I would like to have more influence on my child/children’s behaviour, June 2013
                                    • Figure 75: Attitudes toward motherhood – It is difficult to find time to do everything I need to (eg cooking dinner, doing household chores, picking up kids from school, etc), by demographics, June 2013
                                    • Figure 76: Attitudes toward motherhood – I prefer to take care of household chores and children myself rather than giving these responsibilities to another person (eg relatives, nanny), by demographics, June 2013
                                    • Figure 77: Attitudes toward motherhood – Parenting is more difficult today than it used to, by demographics, June 2013
                                    • Figure 78: Attitudes toward motherhood – I would like to try to keep family traditions that I grew up with alive in my family, by demographics, June 2013
                                    • Figure 79: Attitudes toward motherhood – Recommendations of other moms about parenting information are important to me, by demographics, June 2013
                                    • Figure 80: Attitudes toward motherhood – I am happy with the choices I've made to balance work (eg household chores or professional job) and looking after the kids, by demographics, June 2013
                                    • Figure 81: Attitudes toward motherhood – Websites on motherhood (eg online parent forums) provide useful information about parenting, by demographics, June 2013
                                    • Figure 82: Attitudes toward motherhood – Making time for my partner is important (eg having a time to going out together), by demographics, June 2013
                                • Appendix – Target Groups/Segmentation

                                    • Figure 83: Target-groups, by demographics, June 2013
                                    • Figure 84: Time spent with activities related to being a mother, by target groups, June 2013
                                    • Figure 85: Changes in purchasing habits, by target groups, June 2013
                                    • Figure 86: Attitudes toward motherhood, by target groups, June 2013
                                • Appendix – Specific Groups by Working Situation

                                    • Figure 87: Time spent with activities related to being a mother – Cooking dinner for my family, by working situation and age range of children/children, June 2013
                                    • Figure 88: Time spent with activities related to being a mother – Ordering take-out food for my family, by working situation and age range of children/children, June 2013
                                    • Figure 89: Time spent with activities related to being a mother – Entertaining friends and family at home, by working situation and age range of children/children, June 2013
                                    • Figure 90: Time spent with activities related to being a mother – Looking for special offers/discounts/coupons, by working situation and age range of children/children, June 2013
                                    • Figure 91: Time spent with activities related to being a mother – Do healthy activities with my child/children (eg doing sports, riding my bicycle, etc), by working situation and age range of children/children, June 2013
                                    • Figure 92: Time spent with activities related to being a mother – Reading the content of labels of product packaging at supermarkets, by working situation and age range of children/children, June 2013
                                    • Figure 93: Time spent with activities related to being a mother – Shopping online (grocery/household products) for my family, by working situation and age range of children/children, June 2013
                                    • Figure 94: Time spent with activities related to being a mother – Taking my child/children to the cinema, by working situation and age range of children/children, June 2013
                                    • Figure 95: Time spent with activities related to being a mother – Taking care of my own health (eg having a balance diet and exercising), by working situation and age range of children/children, June 2013
                                    • Figure 96: Time spent with activities related to being a mother – Planning educational activities with my child/children (eg museums, theater, etc), by working situation and age range of children/children, June 2013
                                    • Figure 97: Time spent with activities related to being a mother – Shopping for convenient food such as processed packaged food (eg hamburgers, sausages, chicken nuggets, etc) by working situation and age range of children/children, June 2013
                                    • Figure 98: Time spent with activities related to being a mother – Seeking advice/tips on where to shop for children's clothes and accessories, by working situation and age range of children/children, June 2013
                                    • Figure 99: Time spent with activities related to being a mother – Buying organic food, by working situation and age range of children/children, June 2013
                                    • Figure 100: Time spent with activities related to being a mother – Playing with my child/children at home (eg board games, playing with dolls, etc), by working situation and age range of children/children, June 2013
                                    • Figure 101: Changes in purchasing habits, by working situation and child/children's age, June 2013
                                    • Figure 102: Changes in purchasing habits, by working situation and child/children's age, June 2013
                                    • Figure 103: Attitudes toward motherhood – It's hard to balance looking after my children with other areas of my life (eg work, household chores etc), per working situation and child/children's age, June 2013
                                    • Figure 104: Attitudes toward motherhood – I feel the need to justify why I chose to focus on different areas of my life (eg on a career, taking care of my children), by working situation and child/children's age, June 2013
                                    • Figure 105: Attitudes toward motherhood – I could contribute more financially to the household if I spend more time focusing on my career rather than taking care of my children, by working situation and child/children’s age, June 2013
                                    • Figure 106: Attitudes toward motherhood – Being available for my children is more important than a career outside of the home, by working situation and child/children’s age, June 2013
                                    • Figure 107: Attitudes toward motherhood – I am happy with the choices I've made to balance work (eg household chores or professional job) and looking after the kids, by working situation and child/children’s age, June 2013
                                    • Figure 108: Attitudes toward motherhood – I would feel guilty if I’m weren't able to spend much time with my children as much as I like, by working situation and age range of children, June 2013
                                    • Figure 109: Attitudes toward motherhood – I would like to have more influence on my child/children's behavior, by working situation and child/children’s age, June 2013
                                    • Figure 110: Attitudes toward motherhood – It is difficult to find time to do everything I need to (eg cooking dinner, doing household chores, picking up kids from school, etc), by working situation and child/children’s age, June 2013
                                    • Figure 111: Attitudes toward motherhood – I prefer to take care of household chores and children myself rather than giving these responsibilities to another person (eg relatives, nanny), by working situation and child/children’s age, June 2013
                                    • Figure 112: Attitudes toward motherhood – Parenting is more difficult today than it used to, by working situation and child/children’s age, June 2013
                                    • Figure 113: Attitudes toward motherhood – I would like to try to keep family traditions that I grew up with alive in my family, by working situation and child/children’s age, June 2013
                                    • Figure 114: Attitudes toward motherhood – Recommendations of other moms about parenting information are important to me, by working situation and child/children’s age, June 2013
                                    • Figure 115: Attitudes toward motherhood – I am happy with the choices I've made to balance work (eg household chores or professional job) and looking after the kids, by working situation and child/children’s age, June 2013
                                    • Figure 116: Attitudes toward motherhood – Websites on motherhood (eg online parent forums) provide useful information about parenting, by working situation and child/children’s age, June 2013
                                    • Figure 117: Attitudes toward motherhood – Making time for my partner is important (eg having a time to going out together), by working situation and child/children’s age, June 2013

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                                Marketing to Moms - Brazil - November 2013

                                £3,174.67 (Excl.Tax)