2021
0
Brazilian Lifestyles Market Report 2021
2021-10-05T04:03:51+01:00
OX1048425
3265
143139
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Report
en_GB
“The COVID-19 pandemic and the economic recession that followed have been driving Brazilians’ priorities during 2021. In addition to taking care of their health and protecting themselves and their loved…

Brazilian Lifestyles Market Report 2021

£ 3,265 (Excl.Tax)

Report Summary

“The COVID-19 pandemic and the economic recession that followed have been driving Brazilians’ priorities during 2021. In addition to taking care of their health and protecting themselves and their loved ones from the coronavirus, two major challenges have emerged. One is the financial adjustment needed in the midst of an economic meltdown; the other is taking care of their mental health in a context of uncertainties and insecurities.”
– Ana Paula Gilsogamo, Senior Research Analyst

This Report looks at the following areas:

  • How the COVID-19 pandemic impacted on Brazilians’ routines and habits
  • Categories overview: what happened and what’s next for food (in and out of home), non-alcoholic beverages, alcoholic beverages (at home and on-premise), health and wellbeing and personal finance
  • Brazilians’ spending profile changes by macro category
  • Brazilians’ habits and perceptions toward wellbeing, especially mental/emotional wellbeing
  • Brazilians’ 2022 goals and expectations

Table of Contents

  1. Overview

    • What you need to know
      • Definition
        • COVID-19: market context
        • Executive Summary

            • Financial adjustment and mental wellbeing emerge as the main challenge
              • Figure 1: Life challenges during pandemic, 2021
            • Economy and work
              • Population and household composition
                • Food and drinks
                  • Health and wellbeing
                    • Personal finance
                      • Market overview
                      • Brazil Today – The Economy

                        • Despite GDP growth forecast, poor purchasing power impacts household consumption
                          • Unemployment is higher for women, Blacks and young people
                            • Microentrepreneurship on the rise
                              • Poverty grows in Brazil
                              • Brazil Today – The Population

                                • School evasion rises during the pandemic and affects mainly the North and Northeast regions
                                  • More divorces, fewer marriages and falling birth rate impact the composition of households
                                    • Elderly population should double in the coming decades
                                    • Category Overview

                                      • Food: in home and out of home
                                        • What you need to know
                                          • What we think
                                            • Highlights
                                              • Figure 2: Customized supplements printed in 3D – Nourished
                                              • Figure 3: Brand and foodservice actions that promote a ritual for preparing or consuming indulgent foods
                                            • Challenges
                                              • Figure 4: Online sales from retailers specializing in fresh products
                                              • Figure 5: Solutions that reduce packaging waste
                                              • Figure 6: “Hirota at home” store
                                              • Figure 7: Solutions to reduce physical contact in foodservice
                                            • The future
                                                • Figure 8: Smitten N’ice Cream with Perfect Day
                                              • Non-alcoholic drinks
                                                • What you need to know
                                                  • What we think
                                                    • Highlights
                                                      • Challenges
                                                        • The future
                                                          • Alcoholic drinks at home and on-premise
                                                            • What you need to know
                                                              • What we think
                                                                • Highlights
                                                                  • Challenges
                                                                      • Figure 9: Interest and willingness to pay more, 2020
                                                                    • The future
                                                                      • Health and wellbeing
                                                                        • What you need to know
                                                                          • What we think
                                                                            • Highlights
                                                                                • Figure 10: Dry cleaning sprays and laundry detergent with micellar technology
                                                                                • Figure 11: Portable wipes with formulas containing natural actives and moisturizers
                                                                              • Challenges
                                                                                • Figure 12: Anti-hair-loss cosmetic products
                                                                                • Figure 13: Ultra-concentrated cleaning products
                                                                                • Figure 14: Omo Lavagem Perfeita Refil Concentrado para Diluir (Concentrated Laundry Detergent Refill), Brazil, 2019
                                                                              • The future
                                                                                  • Figure 15: Beauty brands that offer wellness products
                                                                                  • Figure 16: Facial moisturizers that protect the skin from internal pollution
                                                                                  • Figure 17: Devices that help improve air quality at home
                                                                                  • Figure 18: Febreze Entrance Collection, Japan, 2021
                                                                                • Personal finance
                                                                                  • What you need to know
                                                                                    • What we think
                                                                                      • Highlights
                                                                                        • Figure 19: Amigo Cobasi program, Brazil, 2021
                                                                                        • Figure 20: Petlove service area, Brazil, 2021
                                                                                        • Figure 21: Online pet care training and courses
                                                                                        • Figure 22: Arts & Culture app
                                                                                      • Challenges
                                                                                          • Figure 23: Nutren Senior Conect@
                                                                                          • Figure 24: Natura Ekos Chestnut range
                                                                                          • Figure 25: Twitter promoting the Trainee 2021 program – Magazine Luiza
                                                                                        • The future
                                                                                          • Figure 26: Dr Pocket
                                                                                      • The Consumer – What You Need to Know

                                                                                        • Private labels can grow among all socioeconomic groups
                                                                                          • Brazilians see great value in products that last long and avoid waste
                                                                                            • Brands can create outdoor leisure spaces to appeal to residents of urban centers
                                                                                              • Telemedicine can extend access to mental healthcare professionals
                                                                                                • Marketplaces can help local entrepreneurs expand online sales in the North region
                                                                                                • Spending Profile Changes and Strategies to Spend Less

                                                                                                  • Fashion and beauty products can adapt to a more casual lifestyle post-pandemic to win back consumers
                                                                                                    • Figure 27: Spending profile changes, 2021
                                                                                                    • Figure 28: Havaianas campaign
                                                                                                    • Figure 29: Cleo 47 bra
                                                                                                  • Private labels can grow among all socioeconomic groups
                                                                                                    • Figure 30: Strategies to spend less – Purchased from cheaper brands, by socioeconomic group, 2021
                                                                                                    • Figure 31: Mercado Livre Essentials
                                                                                                  • AB consumers’ main strategy to spend less is purchasing cheaper substitutes
                                                                                                    • Figure 32: Strategies to spend less – Purchased cheaper substitutes, by socioeconomic group, 2021
                                                                                                • Perception of Value

                                                                                                  • Brazilians see great value in products that last long and avoid waste
                                                                                                    • Figure 33: Perception of value, 2021
                                                                                                  • Podcasts can be allies of products and services focused on saving time
                                                                                                    • Figure 34: Perception of value – CHAID, “saves me time” – Tree output, 2021
                                                                                                    • Figure 35: Duolingo Podcast – English for Portuguese speakers
                                                                                                    • Figure 36: “Stories to Listen to Washing Up” podcast
                                                                                                  • Online services and audio streaming can provide women with moments of wellbeing at home
                                                                                                    • Figure 37: Perception of value – CHAID, “promotes wellbeing” – Tree output, 2021
                                                                                                    • Figure 38: Press Play to Pause Your Thoughts
                                                                                                    • Figure 39: DOSE Body Mist Smells Like Yoga
                                                                                                • Life in Brazil during the Pandemic

                                                                                                  • Social issues create demand for ethical positioning
                                                                                                    • Figure 40: Life in Brazil during the pandemic, by perception of value, 2021
                                                                                                    • Figure 41: Creamy shopping bag
                                                                                                    • Figure 42: Repassa Social & Environmental Impact
                                                                                                  • Parents see positive aspects of the pandemic and plan to keep doing more family activities
                                                                                                    • Figure 43: Life in Brazil during the pandemic, by household composition, 2021
                                                                                                    • Figure 44: Ikea campaign
                                                                                                  • Brands can create outdoor leisure spaces to appeal to residents of urban centers
                                                                                                    • Figure 45: Life in Brazil during the pandemic, by mental/emotional health action, 2021
                                                                                                    • Figure 46: Estação space
                                                                                                • Mental/Emotional Health Action

                                                                                                  • Telemedicine can extend access to mental healthcare professionals
                                                                                                    • Figure 47: Mental/emotional health action, 2021
                                                                                                    • Figure 48: Psi Social platform
                                                                                                    • Figure 49: ViBe app
                                                                                                    • Figure 50: Emotional support campaign
                                                                                                  • Monitoring solutions can also focus on mental/emotional health
                                                                                                    • Figure 51: Mental/emotional health action – Did physical activities, by online tracker, 2021
                                                                                                    • Figure 52: Galaxy Watch3
                                                                                                    • Figure 53: NeuroPesquisa app
                                                                                                  • Generation Z stands out for limiting technology use 
                                                                                                    • Figure 54: Mental/emotional health action, by generation, 2021
                                                                                                • Individual Expectations and Goals

                                                                                                  • Products and services focused on sleep quality can help Brazilians take better care of their health
                                                                                                    • Figure 55: Individual expectations and goals, 2021
                                                                                                    • Figure 56: Sleepacy quiz
                                                                                                  • Marketplaces can help local entrepreneurs expand online sales in the North region
                                                                                                    • Figure 57: Individual expectations and goals, by region, 2021
                                                                                                    • Figure 58: Hecho store in Yucatan in Mercado Libre
                                                                                                  • Generation Z, highly impacted by unemployment, expects to start new job/career
                                                                                                    • Figure 59: Individual expectations and goals, by generation, 2021
                                                                                                    • Figure 60: Grasshopper
                                                                                                    • Figure 61: Microsoft and LinkedIn online course
                                                                                                • Appendix – Abbreviations

                                                                                                  • Abbreviations
                                                                                                  • Appendix – Market Size

                                                                                                    • In-home food
                                                                                                      • Figure 62: Retail sales in value, 2015-20
                                                                                                    • Out-of-home food and delivery
                                                                                                      • Figure 63: Retail sales in value, 2015-20
                                                                                                    • Non-alcoholic drinks
                                                                                                      • Figure 64: Retail sales in value, 2015-20
                                                                                                    • In-home alcoholic drinks
                                                                                                      • Figure 65: Retail sales in value, 2015-20
                                                                                                    • Out-of-home alcoholic drinks
                                                                                                      • Figure 66: Retail sales in value, 2015-20
                                                                                                    • Beauty and personal care
                                                                                                      • Figure 67: Retail sales in value, 2015-20
                                                                                                    • OTCs and pharmaceuticals
                                                                                                      • Figure 68: Retail sales in value, 2015-20
                                                                                                    • Household care
                                                                                                      • Figure 69: Retail sales in value, 2015-20
                                                                                                    • Home and garden
                                                                                                      • Figure 70: Retail sales in value, 2015-20
                                                                                                    • Clothing and accessories
                                                                                                      • Figure 71: Retail sales in value, 2015-20
                                                                                                    • Technology and communications
                                                                                                      • Figure 72: Retail sales in value, 2015-20
                                                                                                    • Transport
                                                                                                      • Figure 73: Retail sales in value, 2015-20
                                                                                                    • Vacations
                                                                                                      • Figure 74: Retail sales in value, 2015-20
                                                                                                    • Leisure and entertainment
                                                                                                      • Figure 75: Retail sales in value, 2015-20
                                                                                                    • Personal finance and housing
                                                                                                      • Figure 76: Retail sales in value, 2015-20
                                                                                                    • Miscellaneous items
                                                                                                      • Figure 77: Retail sales in value, 2015-20

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