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.
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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
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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
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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
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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
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
- Generations
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