Brazil At-home Activities Consumer Report 2024
Market Intelligence Reports - What's Included
- Interactive Databook
- Multiple Report Formats
- Access to Clients Portal
- Custom Presentation Tool
This report looks at the following areas:
- Meaning of the home
- Caretaking responsibilities at home
- Consumer preference for at-home activities
- What leisure looks like at home
- Key categories of focus to connect with consumers
Brazilians are comfortable at home and see their places as a place to relax and have fun, but women are still in charge of mundane chores.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
At-home activities refer to consumers’ attitudes toward their home and their behaviours while at home. It explores which activities and tasks consumers perform at home, and what consumers like and dislike about their current living situation while also asking what their ideal home might look like in the future.
Collapse All
-
Executive Summary
- What you need to know
- Challenges
- Women are less likely to feel relaxed at home as they see it as a place to do chores
- Young Brazilians are the most dissatisfied with home
- Graph 1: meaning of home, by age groups, 2024
- Opportunities
- Beauty brands have the opportunity to focus on LGBTQ+ consumers
- Graph 2: activities at homes, by LGBTQ+ identity, 2024
- Brazilians aged 55+ enjoy physical activities at home
- Brands can focus on games for Gen Z
- Graph 3: leisure and wellbeing activities at home, by generation, 2024
-
The Market
- 2022 Census points to an ageing Brazilian population
- The majority of the population lives in houses, but the number of apartment dwellers continues to grow
- Graph 4: apartment dwellers, by region, 2024
-
The Consumer
- What consumers want and why
- Most consumers prefer a balance between going out and staying in
- Graph 5: spending time at home preferences, 2024
- Brazilians spend more time at home than outside
- Graph 6: spending time at home preferences, 2024
- Meaning of home
- Brazilians see their homes as a relaxing and safe place
- Graph 7: meaning of home, 2024
- Young Brazilians are the most likely to feel dissatisfaction with the home
- Graph 8: meaning of home, by age group, 2024
- Brands can develop platforms/apps/games that encourage interactions
- Women are less likely to feel relaxed at home as they see it as a place to do chores
- Graph 9: meaning of home, by gender, 2024
- Women remain the primary caretakers
- Caretaking responsibilities skew toward women
- Graph 10: at-home caretaking responsibilities, by gender, 2024
- The heavy load of chores could be impacting women’s mental health
- Brands can run educational campaigns to highlight the importance of an equal division of household chores
- Fast and pleasant products could attract consumers spending too much time doing chores
- Beauty brands continue to innovate to promote wellbeing at home
- Home to remain key hub for activities
- Home is a hub for activities
- Graph 11: change in at-home activities in next 12 months, 2024
- Graph 12: share of day spent at home, 2024
- Comfort and saving money are the main reasons to do more activities at home
- Graph 13: at-home activities motivators, 2024
- Brands can offer solutions and ideas to spend more time at home
- Leisure activities
- At-home leisure driven by passive/relaxing activities
- Graph 14: leisure activities at home, 2024
- Health and wellbeing
- Brazilians aged 55+ enjoy physical activities at home
- Graph 15: leisure and wellbeing activities at home, by age, 2024
- Older consumers strive to age well
- Brands can target high-protein products to older Brazilians
- Products launches aimed at muscle growth
- Gaming
- Brands can get the attention of Gen Z consumers through games
- Graph 16: leisure and wellbeing activities at home, by generation, 2024
- Engaging through gaming and charity
- Gen Z is a tech-savvy generation
- Companies are investing in games for exposure
- KaBuM! campaigns to encourage women in gaming
- O Boticário becomes the official sponsor of LOUD’s inclusive gaming team
- Beauty and self-care
- Beauty/grooming is a popular at-home activity
- Graph 17: at-home beauty/personal care activities, 2024
- Beauty brands have the opportunity to focus on LGBTQ+ consumers
- Graph 18: activities at homes, by LGBTQ+ identity, 2024
- L’Oréal sponsors various LGBT+ events
- Brands should support LGBTQ+ communities throughout the year
- Plant care
- Plant care emerges as a popular at-home activity
- Plant care popularity rises in South and Southeast
- Graph 19: activities at homes, by region, 2024
- Brands have the opportunity to teach consumers about plant care
- Giuliana Flores relaunches its flower subscription
- Go beyond gardening for aesthetics
- Pet care
- Most Brazilian households have pets
- Pet owners are looking for smart home devices
- Graph 20: attitudes and habits, by pet ownership, 2024
- Smart home devices can save consumers time
- Innovations and launches in pet care
- Home décor makes a house a home
- AB consumers show interest in mood-boosting home décor
- Graph 21: attitudes and habits, by socioeconomic groups, 2024
- AB consumers show interest in home improvements and DIY
- Products for a more comfortable home can attract the interest of AB consumers
- Natura expands with the launch of a new homecare collection
- Brands have the opportunity to boost home décor
-
Key Players
- Companies and brands
- Netflix records growth of almost 10 million new subscribers
- Marketing campaigns and innovations
- Beauty self-diagnosis at home
- Kérastase and Amazon Alexa have launched a hair diagnosis by voice command
-
Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
- Generations
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 1,495 (Excl.Tax)
- Instant access when you pay by credit card
- Add multiple reports to your cart to receive a discount
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out morePopular Related Reports
Ice Cream – Market Dynamics
£ 495
Mintel’s Ice Cream Market Dynamics reports pair world-class market size data with in-depth analysis to offer quick insights into the dynamic landscapes of key markets across the world....
Find out moreBodycare – Market Dynamics
£ 495
Mintel’s Bodycare Market Dynamics reports pair comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world....
Find out moreFacial Skincare – Market Dynamics
£ 495
Mintel’s Facial Skincare Market Dynamics reports pair comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world....
Find out moreBrazil Beauty Retailing Market Report 2025
£ 1,495
Brazilian BPC consumers still shop primarily in-store, but there are opportunities to expand social and online shopping with unique and personalized experiences. A Mintel Analyst, Global Analyst Market Definitions This Report...
Find out moreBrazil Food and Drink Gifting Market Report 2025
£ 1,495
This report looks at the following areas: Motivations and barriers to food and drink gifting Commemorative dates to gift with food and drink Types of food for gifting ...
Find out moreHair Styling Agents – Market Dynamics
£ 495
Mintel’s Hair Styling Agents Market Dynamics reports pair comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the...
Find out moreTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
