2024
0
Brazil Marketing to Moms Consumer Report 2024
2025-02-11T14:01:21+00:00
REPE6895173_DB48_454A_888A_70DA5F7C2D85
4495
179425
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Report
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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 &…
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  6. Brazil Marketing to Moms Consumer Report 2024

Brazil Marketing to Moms Consumer Report 2024

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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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  1. 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
  2. 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
  3. 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
  4. 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
  5. APPENDIX – Definition, Methodology and Abbreviations

    • Report definition
    • Methodology
    • Abbreviations

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