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Description

Description

“Brazilians have an intense routine, and as a consequence have little time to take care of their physical and mental wellbeing. The lack of physical activity, in addition to opting for practical instead of healthy food and working extra hours, makes them feel stressed, anxious and overwhelmed. These factors have also contributed to the growing levels of obesity and overweight among Brazilians. Brands and companies should offer products and services that help consumers find time to perform the activities they want so that these activities are integrated into their routines. Solutions that involve the use of technology have great potential among Brazilians, as they have been increasingly more connected to the internet.”
– Marina Ferreira, Research Analyst

This Report will cover the following areas:

  • Lack of time is a barrier to physical and mental health
  • Unequal housework causes stress among women
  • Home office can improve workers’ quality of life
  • Economic scenario favors investment diversification
  • Online services that save time gain momentum
  • Alternative transport as a solution to save time

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Lack of time is a barrier to physical and mental health
              • Figure 1: Medley Sleep Hotel
            • Unequal housework causes stress among women
              • Opportunities
                • Home office can improve workers’ quality of life
                  • Economic scenario favors investment diversification
                    • Online services that save time gain momentum
                      • Alternative transport as a solution to save time
                        • What we think
                        • Market Drivers

                          • Lower interest rates require greater dedication to investments
                            • Labor reform can help boost home office
                              • Lack of time affects Brazilians’ physical and mental health
                                • Overweight and obesity levels on the rise
                                  • Figure 2: Percentage of adults (aged 18+) overweight and obese – Brazil, 2018
                                • Anxiety and stress levels also high among Brazilians
                                  • More connected and longer screen time
                                  • Key Players – What You Need to Know

                                    • Credit research company creates distressing video
                                      • Medley teaches Brazilians how to sleep better
                                      • Marketing Campaigns and Actions

                                        • Credit research company creates distressing video
                                          • Figure 3: Serasa Consumidor action
                                        • Trident and 99 partner to help people relax in traffic
                                          • NuBank organizes an event to show its service is stress-free
                                            • Figure 4: NuBank action
                                          • Tok&Stok converts office furniture area into a coworking
                                            • Brazilian start-up automates monthly purchases
                                              • Figure 5: Appius device
                                            • iFood adopts drones, scooters and robots to reduce delivery time
                                              • Figure 6: Scooters developed by Scoo
                                          • Case Studies

                                            • Ariel acts to challenge housework gender gap
                                              • Figure 7: Housework average hours, by gender – Brazil, 2018
                                              • Figure 8: Ariel ad
                                              • Figure 9: Ariel ad
                                              • Figure 10: Ariel ad
                                            • Medley teaches Brazilians how to sleep better
                                                • Figure 11: Medley interactive room
                                                • Figure 12: Sleep Hotel experiences
                                            • The Consumer – What You Need to Know

                                              • Housework equality can unburden women
                                                • Stress is also connected to a lack of physical activity
                                                  • Those who spend more than one hour commuting want more time to sleep
                                                    • All socioeconomic groups are reducing screen time
                                                      • Those who reduced debts want more time to take care of their finances
                                                        • Tech devices can help users manage their time better
                                                        • Brazilians’ Routine Activities

                                                          • Home office can improve workers quality of life
                                                            • Figure 13: Brazilians’ routine activities – Brazil, September 2019
                                                          • Housework equality can unburden women
                                                            • Figure 14: Brazilians’ routine activities, by gender – Brazil, September 2019
                                                            • Figure 15: Ariel Share the Load campaign
                                                            • Figure 16: Domex Pick Up the Brush campaign
                                                            • Figure 17: Ariel Sharing Makes Us Better campaign
                                                        • Brazilians’ Routine Profile

                                                          • Podcast is a great format to consume deep content on-the-go
                                                            • Figure 18: Brazilians’ routine profile – Brazil, September 2019
                                                            • Figure 19: Podcast launched by Bradesco and B9
                                                          • Stress is also connected to a lack of physical activity
                                                            • Figure 20: Brazilians’ routine profile by routine profile, exercises – Brazil, September 2019
                                                            • Figure 21: ViaQuatro campaign promotes the use of stairs instead of escalator
                                                            • Figure 22: Qualy Vita challenge
                                                        • Commuting

                                                          • Those who spend more than one hour commuting want more time to sleep
                                                            • Figure 23: Commuting time – Brazil, September 2019
                                                            • Figure 24: Bearaby blanket
                                                            • Figure 25: Ikea Let’s Celebrate Sleep, Everyday campaign
                                                            • Figure 26: I Wanna Sleep line of teas
                                                          • Bikes and scooters become transport option
                                                            • Figure 27: Commuting method – Brazil, September 2019
                                                            • Figure 28: Alelo Mobilidade card
                                                          • Ride share is used in conjunction with public transport
                                                            • Figure 29: Commuting method by commuting method, ride share – Brazil, September 2019
                                                            • Figure 30: In São Paulo, Uber app gives the ‘Public Transportation’ option
                                                        • Time-saving Behaviors

                                                          • Many people use online services to save time
                                                            • Figure 31: Time-saving behaviors – Brazil, September 2019
                                                            • Figure 32: Naluri app
                                                            • Figure 33: OrienteMe offers online psychological care
                                                          • All socioeconomic groups are reducing screen time
                                                            • Figure 34: Time-saving behaviors, by socioeconomic group – Brazil, September 2019
                                                            • Figure 35: Facebook has launched a tool that tracks time spent on social media
                                                        • Activities Brazilians Want More Time to Invest In

                                                          • One in four Brazilians would like to do volunteer work
                                                            • Figure 36: Activities Brazilians want more time to invest in – Brazil, September 2019
                                                            • Figure 37: Arredondar and Gol partnership
                                                          • Those who reduced debts want more time to take care of their finances
                                                            • Figure 38: Activities Brazilians want more time to invest in, by spending tracker – Brazil, September 2019
                                                            • Figure 39: Easynvest test
                                                            • Figure 40: Clear claims to be the first broker in Brazil that does not charge fees
                                                            • Figure 41: Modalmais offers free current account integrated with the investment account
                                                            • Figure 42: Rípio, a platform to buy and sell cryptocurrency
                                                          • Women want to have more time to shop and take care of their appearance
                                                            • Figure 43: Activities Brazilians want more time to invest in, by gender – Brazil, September 2019
                                                            • Figure 44: L’Occitane spa
                                                            • Figure 45: Sephora ‘The Sound of Beauty’
                                                        • Interest in Time-saving Solutions

                                                          • Companies can diversify delivery formats to meet different needs
                                                            • Figure 46: Interest in time-saving solutions – Brazil, September 2019
                                                            • Figure 47: iFood lockers
                                                          • Users of services focused on experience are willing to pay more to be prioritized
                                                            • Figure 48: Interest in time-saving solutions, by spending tracker – Brazil, September 2019
                                                          • Tech devices can help users manage their time better
                                                            • Figure 49: Interest in time-saving solutions, by routine profile – Brazil, September 2019
                                                            • Figure 50: BlitzWolf smartwatch
                                                        • Appendix – Abbreviations

                                                          • Abbreviations

                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                          • Market

                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                          • Consumer

                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                          • Brand/Company

                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                          • Data

                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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