2020
0
Brazil Marketing to Over-55s Market Report 2020
2020-12-09T03:03:54+00:00
OX990172
3265
128470
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"}]
Report
en_GB
“Brazilians aged 55+ are among the most affected by the COVID-19 pandemic. In addition to greater concerns over cleanliness and hygiene, the outbreak has accelerated the adoption of certain technologies.

Brazil Marketing to Over-55s Market Report 2020

£ 3,265 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Over-55s – Brazil market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Seniors made up 13% of Brazil’s population in 2018. By 2043, according to IBGE, a quarter of Brazilians (25%) are expected to be aged 60+. The market, however, still sees seniors as a niche, with few products specifically designed for them and low representation in the media. It is not surprising, therefore, that only 12% of consumers aged 55+ agree with the statement, “My age group is accurately portrayed in advertising.”

Expert analysis from a specialist in the field

Written by Ana Paula Gilsogamo, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Brazilians aged 55+ are among the most affected by the COVID-19 pandemic. In addition to greater concerns over cleanliness and hygiene, the outbreak has accelerated the adoption of certain technologies. A quarter of seniors, however, find it difficult to transpose their physical reality to the online world, which means that everyone should make an effort to integrate them into this new reality and help them avoid misinformation. Physical and mental wellbeing is a priority at the moment, and seniors have felt encouraged to adopt healthy eating habits and exercise.
Ana Paula Gilsogamo
Lifestyles Analyst

Table of Contents

  1. Overview

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

            • Market overview
              • The impact of COVID-19 on Brazilians aged 55+
                • Figure 1: Expected impact of COVID-19 on Brazilians aged 55+, in the short, medium and longer term, July 2020
              • The impact so far
                • Short and medium term (2 years)
                  • Long term (2-5 years)
                    • Challenges
                      • Short-/medium-term challenges
                        • Long-term challenges
                          • Opportunities
                            • Short-/medium-term opportunities
                              • Long-term opportunities
                                • What we think
                                • Market Drivers

                                  • Senior population should double in the coming decades
                                    • Higher COVID-19 mortality among seniors encourages change in eating habits
                                      • Figure 2: Lysoform disinfectant that kills viruses
                                    • Economic recession accentuated by the pandemic affects seniors’ purchasing power
                                      • Gender inequality may explain lack of retirement plan among women
                                      • Key Players – What You Need to Know

                                        • New launches aim to minimize exposure to the coronavirus among seniors
                                          • Brain health benefits have space to grow in food and drinks
                                            • Brands break taboo about menopause
                                            • Marketing Campaigns and Actions

                                              • New launches aim to minimize exposure to the coronavirus among seniors
                                                • Exclusive opening hours
                                                  • Safe transport
                                                    • Figure 3: Hyundai action
                                                  • Aid networks
                                                    • Figure 4: Facebook’s “offer assistance” feature
                                                  • Safe contact
                                                    • Figure 5: Três Figueiras action
                                                  • Free services
                                                    • Recco launches a lingerie collection focused on senior women’s beauty and sensuality
                                                      • Figure 6: Recco’s lingerie collection in partnership with Helena Schargel
                                                    • Unilever creates program to recruit university students aged 55+
                                                    • Who’s Innovating?

                                                      • Brain health benefits have space to grow in food and drinks
                                                        • Figure 7: Global launches of food and drinks, by functional positioning, 2014-19
                                                      • Beauty and personal care products that offer blue light protection should keep growing
                                                        • Figure 8: Global launches of BPC products with the term “blue light” within the category total launches, by annual moving average, August 2017 to July 2020
                                                    • Case Studies

                                                      • Brands break taboo about menopause
                                                        • Figure 9: Pause Well-Aging community
                                                      • Magnum does successful campaign with senior influencer Iris Apfel
                                                          • Figure 10: Magnum campaign with Iris Apfel
                                                      • The Consumer – What You Need to Know

                                                        • Playing with pets aids seniors’ mental health
                                                          • Social distancing measures impact seniors’ main beauty habits
                                                            • Lactose-free products can highlight easy digestion claim
                                                              • Pandemic accelerates use of technology among seniors
                                                                • Grandparents see their skills valued during the pandemic
                                                                • Current Habits and Activities & Importance of Actions for a Good Quality of Life

                                                                  • Playing with pets aids seniors’ mental health
                                                                    • Figure 11: Current habits and activities, May 2020
                                                                    • Figure 12: “Foster a Dog, Get Busch” campaign
                                                                    • Figure 13: Subem adoption campaign
                                                                  • Pandemic creates opportunity to encourage women aged 55+ to do exercises
                                                                    • Figure 14: Physical health actions, by gender, May 2020
                                                                    • Figure 15: Petz campaign features a series of exercises to do with pets
                                                                  • Women like to spend time alone but are also keen on socializing
                                                                    • Figure 16: Current habits and activities, by gender, May 2020
                                                                    • Figure 17: McDonald’s “Happy Meal Senior”
                                                                    • Figure 18: Football Museum campaign
                                                                • Beauty and Personal Care Routine

                                                                  • Social distancing measures impact seniors’ main beauty habits
                                                                    • Figure 19: Beauty and personal care routine, May 2020
                                                                  • Perfumes can provide feeling of cleanliness
                                                                    • Beauty vitamins and supplements can appeal to seniors
                                                                    • Health Claims Interest

                                                                      • Despite their interest in health claims, most seniors wouldn’t pay more for it
                                                                        • Figure 20: Health claims interest, May 2020
                                                                      • Lactose-free products can highlight easy digestion claim
                                                                        • Men aged 55+ are more likely to have an interest in easy-to-chew products
                                                                        • Attitudes and Opinions

                                                                          • 9 out of ten seniors don’t feel represented in advertising
                                                                            • Figure 23: Attitudes and opinions, May 2020
                                                                            • Figure 24: Toronto campaign against “ageism” in the labor market
                                                                          • Pandemic accelerates use of technology among seniors
                                                                            • Seniors worry about fake news, but checking the source is not a universal practice
                                                                            • Grandchildren Care/Activities

                                                                              • One out of four grandparents help pay their grandchildren’s necessities
                                                                                • Figure 27: Grandchildren care/activities, May 2020
                                                                              • Grandparents see their skills valued during the pandemic
                                                                                • Figure 28: “Aprenda Com Uma Avó” platform
                                                                            • Appendix – Abbreviations

                                                                              • Abbreviations

                                                                              About the report

                                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                              Market

                                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                              Consumer

                                                                              Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                              Brand/Company

                                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                              Data

                                                                              Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                              *databooks not available with UK B2B Industry reports.

                                                                              Below is a sample report, understand what you are buying.

                                                                              Click to show report
                                                                              2024 Sample Consumer Cover

                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                                              Trusted by companies. Big and small.

                                                                              Want to speak to us directly?

                                                                              Contact us with your enquiry and our expert global team can help.

                                                                              Get in touch