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Marketing to Over-55s - Brazil - September 2016

“Seniors like to spend their time with family and friends. Therefore, many companies in different industries could benefit from combining the needs of older and younger consumers.
The number of seniors who are working beyond retirement is also increasing. This not only has implications for the future of the workforce, but also creates greater opportunities for brands to target seniors as they continue to work, earn, and spend.
Brands could also partner with seniors and let them have a say in the ideation process. Companies could host events to listen to them and adapt their products and services for this demographic.”
– Andre Euphrasio, Research Analyst

This report discusses the following key topics:

  • Designing food and drink products for seniors 
  • Seniors will benefit from budget-friendly options

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Table of contents

  1. Overview

    • What you need to know
      • Report scope
      • Executive Summary

          • Market drivers
            • Working life goes beyond retirement
              • The consumer
                • Brazilian seniors have a liking for cooking from scratch
                  • Figure 1: Food and drink habits, May 2016
                • They lack in tech knowledge and a helpful staff can help
                  • Figure 2: Researching and buying technology, May 2016
                • Promoting leisure activities to seniors
                  • Figure 3: Leisure and beauty and personal care habits, May 2016
                • Seniors are conscious about their spending
                  • Figure 4: Shopping habits, any agree, May 2016
                • What we think
                • Issues and Insights

                  • Designing food and drink products for seniors
                    • The facts
                      • The implications
                          • Figure 5: Food and drink products aimed at senior with added benefits, worldwide
                          • Figure 6: Food and drink products that are easy to chew and swallow, worldwide
                        • Seniors will benefit from budget-friendly options
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Brazilians are living and working longer
                              • Market Drivers

                                • Aging population
                                  • Figure 7: Brazilian population aged 55+, 2010 Census
                                • Seniors are having financial difficulties and keep on working
                                  • Finding work after retirement
                                  • The Consumer – What You Need to Know

                                    • Seniors enjoy preparing their food
                                      • Seniors want helpful staff at stores and learn more about technology
                                        • Spending time with family and friends is essential
                                          • Seniors are being cautious with their money
                                          • Food and Drink Habits

                                            • Cooking from scratch has a good appeal among seniors
                                                • Figure 8: Easy to prepare pasta, USA
                                                • Figure 9: Cooking from scratch, consumers aged 55+, by gender and socioeconomic group, May 2016
                                              • Meal kits to promote a variety of cuisines
                                                • Figure 10: Meal kits containing non-traditional Brazilian dishes, worldwide
                                              • Combining cooking from scratch and Brazilian recipes
                                                • Adapting restaurants to bring in more elderly
                                                  • Online recipes are slightly more used
                                                    • Figure 11: Usage of recipes, consumers aged 55+, by gender and socioeconomic group, May 2016
                                                    • Figure 12: Food and drink habits, May 2016
                                                • Buying and Using Technology

                                                  • Staff to help at stores is desirable
                                                      • Figure 13: Buying and using technology, consumers aged 55+, by gender and socioeconomic group, May 2016
                                                    • Making easier for senior consumers to use technology
                                                      • Companies are creating online videos to help seniors with technology
                                                        • Itaú’s new campaign focus on senior women
                                                          • Figure 14: Buying and using technology, consumers aged 55+, by gender and socioeconomic group, May 2016
                                                        • 10% still find it too complicated to use internet banking
                                                          • Figure 15: Buying and using technology, consumers aged 55+, by gender and socioeconomic group, May 2016
                                                          • Figure 16: Researching and buying technology, May 2016
                                                      • Leisure and Personal Care Habits

                                                        • Pairing up to promote services
                                                          • Promoting leisure activities to seniors
                                                              • Figure 17: Leisure habits, May 2016
                                                            • Taking care of themselves
                                                              • More fitness centers catering the over 50s
                                                                • Having senior staff encourages sales
                                                                  • Improving pharmacies for seniors
                                                                    • Figure 18: Beauty and personal care habits, May 2016
                                                                • Shopping Habits

                                                                  • Seniors are conscious about their spending
                                                                      • Figure 19: Shopping habits, any agree, by gender and socioeconomic group, May 2016
                                                                    • Environmentally-friendly products are worth the cost
                                                                      • Convenient and animal-friendly ones not so much
                                                                        • Figure 20: Products worth paying more, any agree, by gender and socioeconomic group, May 2016
                                                                      • Improving e-commerce for seniors
                                                                        • OLX’s campaign features a multi-generational team
                                                                          • Figure 21: Online shopping habits, any agree, by gender and socioeconomic group, May 2016
                                                                          • Figure 22: Shopping habits, any agree, May 2016
                                                                      • Appendix – Data Sources, Abbreviations and Methodology

                                                                        • Abbreviations
                                                                          • Figure 23: Brazilian population, 2010 Census

                                                                      Companies Covered

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

                                                                      Marketing to Over-55s - Brazil - September 2016

                                                                      £3,199.84 (Excl.Tax)