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
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 1,495 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
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
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
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
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
