2022
0
Brazil Marketing to Adults without Kids Market Report 2022
2023-01-05T03:02:49+00:00
OX1100457
3265
159103
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Report
en_GB
“The decision not to have children involves different issues and has an impact on consumers’ lifestyle and priorities. From aspects involving financial planning to the adoption of more flexible routines,…

Brazil Marketing to Adults without Kids Market Report 2022

£ 3,265 (Excl.Tax)

Report Summary

“The decision not to have children involves different issues and has an impact on consumers’ lifestyle and priorities. From aspects involving financial planning to the adoption of more flexible routines, adults without kids are a strategic audience with particularities that must be understood by the different segments. There are opportunities to expand the variety of services and products aimed at this demographic group, respecting and welcoming their individual choices.”
– Amanda Caridad, Senior Analyst, Latam

Key issues covered in this Report

  • Important events and their impact on adults without kids’ consumption and routines
  • Current and future spending priorities
  • Daily routines
  • Definition of success and its implications on adults without kids’ behaviors
  • Attitudes toward lifestyle
  • Lifestyle preferences

Table of Contents

  1. Overview

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

            • Market overview
              • Analyst outlook
                • Figure 1: Analyst outlook for adults without kids, November 2022
              • Challenges
                • Financial education is a relevant agenda for Brazilians with lower purchasing power
                  • Interaction with people and shorter activities can help younger women include hobbies on daily routines
                    • LGBTQ+ audience finds it more difficult to socialize outside the home
                      • Opportunities
                        • Home continues to be a central space for socialization, driving spending on house care and decoration items
                          • Hybrid work opens up opportunity for tourism focused on those with more flexible lifestyles
                            • Demand for pet-friendly services and spaces should continue to grow
                            • Market Drivers

                              • After an increase in divorces in 2020, the number of stable unions grows in 2021
                                • Pandemic accelerates birthrate drop in Brazil, while UN announces 8 billion people worldwide
                                  • Q3 2022 is marked by a drop in unemployment and a slight increase in average income
                                    • Pet sector grows as pets become important members of Brazilians’ household
                                      • Discrepancy in the practice of physical exercises between men and women is accentuated by the lack of stimulus in childhood and inequality in the division of tasks
                                        • Brazilians show more interest in investing in stocks as a way to guarantee retirement income
                                        • Key Players

                                          • Companies and brands
                                            • Banco Inter offers scholarships for education in technology
                                              • Figure 2: Orange Tech + offers jobs for black people and women, 2022
                                            • Royal Canin gives owners an exclusive kit for puppies and kittens
                                              • Figure 3: Royal Canin promotion, 2022
                                            • Puma and Adidas encourage women to exercise
                                              • Figure 4: Puma campaign, 2022
                                              • Figure 5: Adidas collection, 2022
                                            • Casillero del Diablo offers immersive experience for wine lovers
                                              • Figure 6: Casillero del Diablo Experience in Sao Paulo, 2022
                                            • Pharmaceutical companies broaden the discussion on contraceptive methods
                                              • Figure 7: Bayer campaign, 2022
                                              • Figure 8: Andalan campaign, 2022
                                            • Case Study
                                              • Tabas receives millionaire investment for business expansion focused on uncomplicated rentals
                                                • Figure 9: Tabas offers uncomplicated rental with a focus on well-located properties
                                              • Valued at R$3.5 billion, Petlove becomes the third largest pet retailer in Brazil
                                                • Figure 10: Petlove campaign, 2022
                                            • Spending Priorities

                                              • Financial education is a relevant agenda for Brazilians with lower purchasing power
                                                • Figure 11: Spending priorities – Selected items, by socioeconomic group, 2022
                                                • Figure 12: KondZilla stars in the Santander Select campaign – Brazil, 2022
                                                • Figure 13: Emicida stars in Nubank’s campaign – Brazil, 2022
                                              • Baby Boomers are strategic public for the resumption of national tourism
                                                • Figure 14: Spending priorities – Selected item, by generation, 2022
                                                • Figure 15: Porto campaign
                                              • Context of financial difficulties brings challenges to the entertainment and events segment
                                                • Figure 16: Spending priorities – Selected item, by working status and remote work, 2022
                                                • Figure 17: Eisenbahn Craftgarten Festival brings together artists in free concerts – Brazil, 2022
                                              • Looking for savings, pet owners may be attracted by rewards programs
                                                • Figure 18: Spending priorities – Selected item, by working and student status, 2022
                                                • Figure 19: Cobasi “friend” and subscription plans
                                                • Figure 20: Petz subscription service
                                            • Daily Routines

                                              • Younger women need more encouragement to exercise regularly
                                                • Figure 21: Daily routines – Selected item, by gender and age group, 2022
                                                • Figure 22: Technogym app
                                                • Figure 23: Looy Club publishes content to encourage the community to exercise
                                              • Interaction with people and shorter activities can help younger women include hobbies on daily routines
                                                • Figure 24: Daily routines – Selected item, by gender and age group, 2022
                                                • Figure 25: Obvious shares unboxing from Book Club – Brazil, October 2022
                                                • Figure 26: “5-Minute Crafts” offers kits for craft activities at home
                                              • Pet owners more likely to stick to home-cooked meals for their pets
                                                • Figure 27: Daily routines – Selected item, by pet ownership, 2022
                                                • Figure 28: Dog Cookbook – Canada, 2022
                                            • Definition of Success

                                              • Increased focus on spirituality indicates an interest in mental health-related exercises
                                                • Figure 29: Definition of success – Selected item, by household situation, 2022
                                                • Figure 30: SoulBodyHigh unites yoga practice with coordinated CBD consumption
                                                • Figure 31: Peoplehood’s meeting room in New York
                                              • Mentoring programs can help young women starting their careers
                                                • Figure 32: Definition of success – Selected item, by gender and age group, 2022
                                                • Figure 33: Se Candidate, Mulher! Academy has experienced professionals helping women
                                              • Home continues to be a central space for socialization, driving spending on house care and decoration items
                                                • Figure 34: Definition of success – Selected item, by gender and age group, 2022
                                                • Figure 35: Electrolux Black Kitchen, 2021
                                                • Figure 37: Web series with Thaynara OG
                                            • Lifestyle Attitudes

                                              • Despite satisfaction with lifestyle, Brazilians who are not parents feel judged for their choices
                                                • Figure 38: Lifestyle attitudes, 2022
                                                • Figure 39: Mamilos podcast – What if I don’t want to have children?
                                                • Figure 40: “Not Mothers” conversation
                                              • Hybrid work opens up opportunity for tourism focused on those with more flexible lifestyles
                                                • Figure 41: Lifestyle attitudes – Selected item, by working status and remote work, 2022
                                                • Figure 42: Remote Year offers tour packages for digital nomads
                                                • Figure 43: Radious offers spaces for remote work including a train turned office
                                            • Lifestyle Preferences

                                              • Men aged 35+ are the most interested in long-term investments
                                                • Figure 44: Lifestyle preferences – Selected item, by gender and age, 2022
                                                • Figure 45: Thiago Nigro announces the launch of the Ark Fund – Brazil, 2022
                                                • Figure 46: Luiz Barsi shares his investment method – Brazil, August 2022
                                              • LGBTQ+ audience finds it more difficult to socialize outside the home
                                                • Figure 47: Lifestyle preferences – Selected item, by LGBTQ+ identity, 2022
                                                • Figure 48: Dandarah app
                                              • Demand for pet-friendly services and spaces should continue to grow
                                                • Figure 49: Lifestyle preferences – Selected item, by socioeconomic group, 2022
                                                • Figure 50: Guide of good practices to safely transport your pet – São Paulo City Hall
                                                • Figure 51: Pet Driver offers exclusive pet transportation
                                                • Figure 52: Mercadoteca Space in Curitiba, Paraná
                                                • Figure 53: Botanikafé in São Paulo
                                            • Appendix – Abbreviations

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