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The Time-Pressed Consumer - Brazil - October 2015

“Brazilians are searching for ways to save time, whether through convenient food options, 24-hour beauty services, multifunctional and quick-to-apply personal care products, or looking for alternatives to avoid traffic congestion and long queues. In this context, technology is emerging as an ally of consumers, helping them increase their productivity in their daily routines. Marketers also have the opportunity to tap into this demand with products and services that offer emotional and mental benefits as well as helping them accomplish their daily tasks.”
– Renata Pompa de Moura, Research Manager

This report answers the following key questions:

  • What activities are consumers doing less given the lack of time?
  • What are consumers doing in order to save time?
  • How are consumers’ eating and personal care habits changing?
  • What time-saving technology are consumers using and what are their main interests?

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Table of contents

  1. Overview

    • Definition
    • Executive Summary

        • The consumer
          • 33% of Brazilians avoid going to places with queues
            • Figure 1: Attitudes toward current lifestyle, August 2015
          • Convenience drives opportunities in food preparation
            • Figure 2: Eating habits, August 2015
          • The time for regular physical activities is scarce for many Brazilians
            • Figure 3: Personal care habits, August 2015
          • Instant messaging is widely used in Brazil
            • Figure 4: Interest in using technology to save time, August 2015
          • What we think
          • Issues and Insights

            • How can women be further stimulated to use alternative forms of transportation?
              • How to get CDEs to help in sharing domestic chores?
                • Does the growing single population represent opportunities for apps that offer food take-out?
                • The Market – What You Need to Know

                  • Increasing number of cars and motors leads to highly congested roads
                    • More bicycle lanes, but challenges remain
                      • 17 cities with more than one million inhabitants
                        • Internet access through different devices gain momentum
                        • Market Drivers

                          • Traffic congestion – A growing problem in Brazilian cities
                            • Figure 5: Numbers of new vehicle registrations and % growth per year, 2007-14
                            • Figure 6: Number of motorcycles on the road in Brazil, in millions, 2004-14
                          • Governments invest in bicycle lanes
                            • Large cities concentrate half of the country´s population
                              • Figure 7: Top 10 cities with the largest population in brazil in 2015
                            • Internet access keeps growing through tablets and mobile phones
                              • Figure 8: Brazilian households with internet access by the method to access the internet, 2013
                              • Figure 9: Internet access in the last three months, August 2015
                          • The Consumer – What You Need to Know

                            • Many Brazilians are looking for ways to avoid queues
                              • Organizing their lives to avoid traffic is a more common task among ABs and males
                                • The lack of time drives changes in eating habits
                                  • Physical activities are also impacted by consumers’ busy lifestyle
                                    • Finding time to look after the appearance is a priority among many consumers
                                      • Technology to save time is more likely to appeal to Southeast and Midwest consumers
                                      • Attitudes toward Current Lifestyle

                                        • 33% of Brazilians avoid going to places with queues
                                          • Figure 10: Attitudes toward current lifestyle, August 2015
                                        • Many Brazilians feel they have less leisure time now and would like to spend more time with their families
                                          • Young adults are more likely to have difficulties in falling asleep and relaxing during free time
                                            • Figure 11: Agreement with the statement “Thinking about my daily activities/tasks makes it difficult to relax and/or fall asleep,” by age group, August 2015
                                            • Figure 12: Agreement with the statement “I would be interested in products that help me relax more in my free time,” by age group, August 2015
                                          • ABs and males are more likely to try to organize their lives to avoid traffic
                                            • Figure 13: Agreement with the statement “I try to organize my activity/work schedule to avoid traffic,” by gender, August 2015
                                            • Figure 14: Agreement with the statement “I try to organize my activity/work schedule to avoid traffic,” by socioeconomic group, August 2015
                                        • Eating Habits

                                          • Convenience drives opportunities in food preparation
                                            • Figure 15: Eating habits, August 2015
                                          • Young consumers’ eating habits are affected by their lack of time
                                            • Figure 16: Selected statements of eating habits, by age group, August 2015
                                          • Brazilians are dedicating more time to breakfast
                                            • Figure 17: Agreement with the statement “I do not tend to have enough time to have breakfast in the morning,” November 2012 and August 2015
                                          • Ready meals are consumed more by parents of children aged 3-7
                                            • Figure 18: Agreement with the statement “I normally buy ready meals to eat at home,” by age of children in the household, August 2015
                                        • Personal Care Habits

                                          • The time for regular physical activities is scarce for many Brazilians
                                            • Figure 19: Personal care habits, August 2015
                                          • 38% of women tend to find time to look after their appearance
                                            • Figure 20: Agreement with the statement “I always try to find the time to look after my appearance,” by gender, August 2015
                                            • Figure 21: Agreement with the statement “I always try to find the time to look after my appearance,” by females and age group, August 2015
                                          • ABs are the most likely to use products that are quick to apply and that are multifunctional
                                            • Figure 22: Personal care habits, agreement with selected statements, by socioeconomic group, August 2015
                                        • Interest in Using Technology to Save Time

                                          • Instant messaging is widely used in Brazil
                                            • Figure 23: Interest in using technology to save time, August 2015
                                          • Online grocery shopping still much less popular than other online shopping
                                            • Figure 24: Interest in using technology to save time, online shopping sites excluding food and online grocery shopping with delivery to home/or a store, August 2015
                                          • ABs use more types of devices, but interest is high among CDEs
                                            • Figure 25: Repertoire of interest in using technology to save time – I use it, by socioeconomic group, August 2015
                                            • Figure 26: Repertoire of interest in using technology to save time – I don’t use it, but I’m interested in using it, by socioeconomic group, August 2015
                                          • Technologies to save time are more likely to be used in the Southeast and Midwest regions
                                            • Figure 27: Repertoire of interest in using technology to save time – I use it, by region, August 2015
                                          • Price comparison sites and technology to identify product level/location in stores have potential to increase usage
                                            • Figure 28: Interest in using technology to save time, price comparison sites and technologies that help identify location/stock levels in stores, August 2015
                                        • Appendix – Abbreviations

                                          • Abbreviations

                                          Companies Covered

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

                                          The Time-Pressed Consumer - Brazil - October 2015

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