Brazil Busy Lifestyles Consumer Report 2023

Overview

• What you need to know
• Key issues covered in this Report
• Definition

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

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

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

Brazilians’ Routine Activities and Time Spent on Activities

• Cleanfulness: turning house cleaning into a relaxing pleasure
  • Figure 6: Brazilians’ routine activities, 2023
• • 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
• • Figure 9: Hering’s campaign, 2023
  • Figure 10: Choreful.app encourages division of household chores
• • Figure 11: Nipto app
• Meal planning tools can help consumers save time and money
  • Figure 12: Time spent on activities – Selected items, 2023
• • Figure 13: Publication about menu planning on the Panelinha website
  • Figure 14: Brazilians’ routine activities – Selected item, by socioeconomic group, 2023
• • Figure 15: Publication about menu planning, Qualitá

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
• • Figure 17: Automatic pet feeder
• Workers in hybrid schemes value wellness and mental health
• • 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

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
• • 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
• • Figure 24: Decathlon’s ‘Buyback’ initiative, Netherlands
  • Figure 25: Marimekko Pre-loved online store, Finland
• • 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
• • Figure 28: Pão de Açúcar Mais app, Brazil

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
• • 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
• • Figure 33: Multi-functional makeup with practical on-the-go packaging

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
• • Figure 36: Benefits provided to seniors by startup Papa, US
  • Figure 37: Jumbo’s chat checkouts

Appendix – Abbreviations