Understanding the needs and challenges faced by mothers on a daily basis is essential for positively impacting these consumers and forming lasting connections with them.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
This Report examines the behaviors, habits and attitudes of Brazilian mothers with children up to 18 years of age living in the same household.
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Executive Summary
- What mothers want and why
- Challenges
- Lack of childcare support
- Overload of domestic and family demands
- Trapped in the maternal role
- Opportunities
- Financial education and entrepreneurship
- Simplified food services for children and adults
- Leisure options for mothers and children
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THE CONSUMER
- Consumer profile
- One third of moms are the sole financial providers for their children…
- Graph 1: children financial providers, 2024
- …and are also the main ones responsible for caregiving
- Graph 2: children’s care provider, 2024
- Childcare support
- Grandparents play an important role in childcare
- Care provided by grandparents should be valued, promoting a better quality of life
- With an important role in the family nucleus, grandparents earn part of the family budget and enter the radar of brands and companies
- Due to limited access to private childcare facilities, middle-income mothers rely on the availability of public providers
- Graph 3: childcare support – selected items, by socioeconomic group, 2024
- Due to challenges in securing formal employment, many women are turning to entrepreneurship
- Companies can contribute to the success of women’s ventures
- Top areas of support desired
- Clean and tidy home: the dream of Brazilian moms
- Graph 4: top areas of support desired, 2024
- Household cleaning content offers information and relaxation for mothers
- Cleanfluencers promote content about household cleaning and lifestyle
- Specific products for households with children ensure safety and greater effectiveness
- Involving children in household activities creates good habits and alleviates mothers’ burden
- Turn cleaning into games to motivate children’s participation
- Managing the family budget is a concern for middle-income mothers…
- Graph 5: top areas of support desired – selected item, by socioeconomic group, 2024
- …who invest in education as a way to improve their life
- In the AB group, help with meal preparation would be welcome
- Graph 6: top areas of support desired – selected item, by socioeconomic group, 2024
- Ready and healthy meals developed for children can provide relief for overwhelmed mothers
- For mothers who work remotely, keeping children entertained can be a challenge
- Help mothers with ideas of games and recreation for their children
- Or offer a quiet place to work
- Mom wins
- Cultivating a good relationship with their children is the main maternal achievement
- Graph 7: mom wins, 2024
- Spending quality time with children is an achievement for mothers
- Board games can be a moment of togetherness and connection for mothers and children
- Leisure time can significantly impact the quality of life for middle-income mothers
- What would you do if you had three extra hours in a day?
- End of the 6×1 work schedule may be a game changer for middle-income mothers
- Parenting attitudes and behaviors
- Brands and campaigns should avoid motherhood stereotypes
- Photographic project aims to expand references on motherhood
- Take the weight off moms’ shoulders by revealing the beauty of imperfection
- Value mothers’ qualities by highlighting their importance beyond the domestic context
- Mothers wish to attend adult events and have fun without judgment
- Party just for mothers is an opportunity to socialize and make friends
- How moms would spend extra time
- Engaging in physical exercise and practicing personal care can enhance the quality of life for mothers
- There is room for more workout apps specifically for mothers
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Key Players
- Marketing campaigns and actions
- Friendship among mothers was the theme of Hering’s Mother’s Day campaign
- Natura invites mums and their kids to get to know each other better
- Philips Walita provides mothers with more free time
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THE MARKET
- Three in 10 Brazilian households headed by women are led by single mothers
- Graph 8: household financial providers, by gender, 2010-22
- Brazilian women have been postponing motherhood, gaining more stability before having children
- Graph 9: births by mums’ age group, 2000-22
- Shortage of places in public daycare centers can negatively impact working mothers
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APPENDIX – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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