2022
0
Brazil Marketing to Over-55s Market Report 2022
2023-02-22T03:00:46+00:00
OX1100513
3265
160689
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Report
en_GB
“Health care and wellness are priorities for Brazilians aged 55+, which represents opportunities for several categories of products and services to improve the quality of life of seniors. Adoption of…

Brazil Marketing to Over-55s Market Report 2022

£ 3,265 (Excl.Tax)

Report Summary

“Health care and wellness are priorities for Brazilians aged 55+, which represents opportunities for several categories of products and services to improve the quality of life of seniors. Adoption of technology relatively new to this age group has also brought benefits to this age group; however, more education is necessary to prevent Brazilian seniors from becoming victims of scams and false information.”

–   Laura Menegon, Research Analyst

This report discusses the following key topics:

  • Spending priorities in the budget of Brazilians aged 55+
  • Attitudes and habits regarding spending and budgeting, considering the economic crisis
  • Main activities that senior Brazilians do on a daily basis
  • Confidence levels in performing online tasks
  • Major life changes during the last year

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’s forecast for the segment of Brazilians aged 55+, 2022
              • Challenges
                • Managing healthcare spending can improve with the use of smart tests and devices
                  • Concerns about the economy lead people aged 55+ to save more
                    • Opportunities
                      • ‘Well-aging’ may increase women’s identification with beauty brands
                        • Use of social networks grows among older Brazilians and contributes to socialization
                          • Brands can help break the taboo on discussing menopause and improve womens’ quality of life
                          • Market Drivers

                            • Pensions will be readjusted as of January 2023
                              • Supreme Court approves lifelong review of INSS pensions
                                • Number of elderly health insurance beneficiaries grows
                                • Key Players

                                  • Companies and brands
                                    • Fafá de Belem, 66, is the new Invisalign ambassador
                                      • Figure 2: Invisalign campaign
                                    • Reserva launches campaign with an elderly couple for Valentine’s Day 2022 and provokes discussion about ageism
                                      • Figure 3: Reserva Valentine’s Day campaign, Brazil, 2022
                                    • The ‘Do you see me as I see myself?’ campaign brings Madonna’s photos to the São Paulo subway
                                      • Figure 4: ‘Do you see me as I see myself?’ campaign, Brazil, 2022
                                    • Case study
                                      • The ‘Grandmothers of Reason’ channel, by three 60+ women, succeeds in discussing taboos
                                          • Figure 5: Creators of the channel Grandmothers of Reason
                                        • Naydaya innovates by offering products to ease symptoms of hormonal changes
                                            • Figure 6: Naydaya, brand of personal care products for periods of hormonal changes
                                        • Spending Priorities

                                          • Smart devices and rapid tests help consumers manage health resources more efficiently
                                            • Figure 7: Spending priorities, 2022
                                            • Figure 8: Smart devices that collect health data
                                            • Figure 9: Rapid tests for monitoring health conditions and wellbeing
                                          • Living with pets brings physical and cognitive health benefits
                                            • Figure 10: Spending priorities – Selected item, by age group, 2022
                                            • Figure 11: Content about the health benefits of owning a pet
                                          • ‘Well-aging’ may increase women’s identification with beauty brands
                                            • Figure 12: Spending priorities – Selected item, by gender, 2022
                                            • Figure 13: Allure magazine cover, 2017
                                            • Figure 14: Natura Chronos campaign, Brazil, 2022
                                            • Figure 15: O Boticário campaign, Brazil, 2022
                                        • Spending Habits/Attitudes

                                          • Concerns about the economy lead people aged 55+ to save more
                                            • Figure 16: Spending habits/attitudes, 2022
                                            • Figure 17: Financial Education Guide for the Elderly, Brazil, 2020
                                            • Figure 18: Santander campaign, Argentina, 2022
                                          • ‘Kangaroo generation’ leads older Brazilians to save more
                                            • Figure 19: Spending habits/attitudes – Reasons for saving money, by children living in the household, 2022
                                        • Routine Activities

                                          • Search for healthy lifestyle changes the diet of older Brazilians
                                            • Figure 20: Routine activities – Selected item, by age group, 2022
                                            • Figure 21: Video recipes published in the social networks of the Incrível brand
                                            • Figure 22: Vivalite soy-based nutritional supplement for seniors, Chile, 2022
                                          • Use of social networks grows among older Brazilians
                                            • Figure 23: Routine activities, 2022
                                        • Confidence Conducting Activities Online

                                          • Older people need to be educated to identify false information and feel safer online
                                            • Figure 24: Confidence levels doing activities online, 2022
                                            • Figure 25: EducaMídia 60+ program, Brazil, 2021
                                            • Figure 26: Sesc São Paulo’s magazine on fake news, Brazil, 2022
                                        • Life Changes

                                          • Improved sleep quality may attract senior consumers to several categories
                                            • Figure 27: Changes in life, 2022
                                            • Figure 28: Melatonin supplements available in Brazilian
                                            • Figure 29: “Alexa, good night” video
                                          • Brands can help break the taboo on discussing menopause and improve women’s quality of life
                                            • Figure 30: Changes in life – Selected items, by gender, 2022
                                            • Figure 31: Boots’ “Menopause Friendly” label, UK, 2022
                                            • Figure 32: Naomi Watts created the Stripes brand after entering menopause
                                        • Perceptions about the Future

                                          • Brands must make packaging more accessible to the elderly
                                            • Figure 33: Perceptions about the future, 2022
                                            • Figure 34: Desrotulando app
                                          • Cohousing is a trend in senior housing and can create senior communities
                                            • Figure 35: Older Women’s Cohousing community, UK
                                            • Figure 36: First cohousing community of senior professors at Unicamp, Brazil
                                        • Appendix – Abbreviations

                                          • Abbreviations

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