“The COVID-19 pandemic has shown Brazilians that many day-to-day activities can be done online, and this continues to be the main action taken to save time. Gender inequality is still very present, burdening most Brazilian women.”
– Laura Menegon, Research Analyst – Latam
This Report looks at the following areas:
- Brazilians’ routine activities and time spent on activities
- Remote activities vs. face-to-face activities
- Impact of the economic crisis on time availability
- Time-saving attitudes
- Interest in activities
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
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Executive Summary
- Market overview
- Analyst outlook
- Figure 1: Analyst outlook on Brazilians’ busy lifestyles, 2023
- Challenges
- Women are still the main ones responsible for household chores and caring tasks
- Workers value wellness and mental health
- Gen Zs reduce screen time to gain time
- Opportunities
- Savings and sustainability open up opportunities for used items
- Older Brazilians should be encouraged to socialize after isolation during the pandemic
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Market Drivers
- Brazilian households are increasingly indebted
- Slowdown in food and drink inflation brings relief to consumers
- Four-day workweek to be tested in Brazil
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Key Players
- Companies and brands
- Aurora launches a line of healthy ready-to-eat meals
- Figure 2: Aurora Bem Leve’s ready meals line
- Spoleto takes its pastas to retail
- Figure 3: Spoleto’s line of past for retail sales
- Carrefour Group will fraction stores in the Express model to reach more distant regions
- Figure 4: Carrefour Express store
- Case Study
- Women-led Australian company creates successful game to promote emotional and mental health care
- Figure 5: Kinder World, Australia
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Brazilians’ Routine Activities and Time Spent on Activities
- Cleanfulness: turning house cleaning into a relaxing pleasure
- Figure 6: Brazilians’ routine activities, 2023
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- Figure 7: Publication of the hygiene and cleaning products brand Ecolams on cleanfulness, Spain
- Brands can contribute to a more equal and fairer division of care work
- Figure 8: Brazilians’ routine activities, by gender, 2023
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- Figure 9: Hering’s campaign, 2023
- Figure 10: Choreful.app encourages division of household chores
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- Figure 11: Nipto app
- Meal planning tools can help consumers save time and money
- Figure 12: Time spent on activities – Selected items, 2023
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- Figure 13: Publication about menu planning on the Panelinha website
- Figure 14: Brazilians’ routine activities – Selected item, by socioeconomic group, 2023
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- Figure 15: Publication about menu planning, Qualitá
- Cleanfulness: turning house cleaning into a relaxing pleasure
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Remote Activities vs Face-to-face Activities
- Flexibility gains importance in the return to the office
- Figure 16: Remote activities vs face-to-face activities, 2023
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- Figure 17: Automatic pet feeder
- Workers in hybrid schemes value wellness and mental health
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- Figure 18: Announcement of the House of Healers game created by mental health startup Mind You, Philippines
- Figure 19: Badge system indicating the physical and mental health status of employees at Onken, Japan
- Flexibility gains importance in the return to the office
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Impact of the Economic Crisis on Time Availability
- Food and drinks from well-known foodservice brands can be marketed at retail stores, offering indulgence and savings
- Figure 20: Impact of the economic crisis on time availability, 2023
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- Figure 21: Momofuku kit, US
- Figure 22: Friday’s products
- Secondhand items can gain space in the market
- Figure 23: Impact of the economic crisis on time availability – Selected item, by socioeconomic group, 2023
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- Figure 24: Decathlon’s ‘Buyback’ initiative, Netherlands
- Figure 25: Marimekko Pre-loved online store, Finland
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- Figure 26: Founder of the Gringa store, Brazil
- Food and drink retailers must focus on communicating promotions to attract consumers
- Figure 27: Brazilians’ routine activities – Selected item, by impact of the economic crisis on time availability, 2023
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- Figure 28: Pão de Açúcar Mais app, Brazil
- Food and drinks from well-known foodservice brands can be marketed at retail stores, offering indulgence and savings
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Time-saving Attitudes
- Workers in remote/hybrid jobs prefer to shop via apps and social media
- Figure 29: Time saving attitudes – Selected item, by working status and remote work, 2023
- Companies must help Gen Zs to control screen time
- Figure 30: Time saving attitudes – Selected item, by generation, 2023
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- Figure 31: New models of Nokia phones without internet access
- Products that make it easier to do tasks on the go can appeal to young women
- Figure 32: Time saving attitudes – Selected item, by gender and age group, 2023
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- Figure 33: Multi-functional makeup with practical on-the-go packaging
- Workers in remote/hybrid jobs prefer to shop via apps and social media
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Interest in Activities
- Corporate events can help those who are changing jobs
- Figure 34: Interest in activities – Selected items, 2023
- Older Brazilians should be encouraged to socialize after isolation during the pandemic
- Figure 35: Interest in activities – Selected items, by age group, 2023
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- Figure 36: Benefits provided to seniors by startup Papa, US
- Figure 37: Jumbo’s chat checkouts
- Corporate events can help those who are changing jobs
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Appendix – Abbreviations
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