2020
0
Brazil Marketing to Parents Market Report 2020
2020-12-18T03:00:50+00:00
OX990820
3265
128904
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Parents and Family","url":"https:\/\/store.mintel.com\/industries\/life-stages\/parents-family"}]
Report
en_GB
“Parents with children under 18 are heavily burdened at the moment. In addition to all common concerns created by COVID-19, they still face the challenges of managing the family routine…

Brazil Marketing to Parents Market Report 2020

£ 3,265 (Excl.Tax)

Report Summary

“Parents with children under 18 are heavily burdened at the moment. In addition to all common concerns created by COVID-19, they still face the challenges of managing the family routine with schools closed. Stacking of tasks can have consequences for this group’s mental health. Products and services that can make the routine easier and help children’s entertainment can gain space, even with the economic crisis.”

– Laura Menegon, Food and Drink Analyst

This report will look at the following areas:

  • How the COVID-19 pandemic is affecting the behavior of parents with children under 18
  • How the economic recession, exacerbated by the outbreak of COVID-19, affects the lifestyle and purchasing power of consumers with children under 18
  • Current habits and activities of Brazilian parents of children and teenagers
  • Launches and consumer interest in innovation

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
          • Executive Summary

              • Market overview
                • COVID-19 impact among parents with children under 18
                  • Figure 1: Expected COVID-19 impact in short, medium and longer terms among parents of children under 18, September 2020
                • The impact so far
                  • Short and medium terms (2 years)
                    • Long term (2-5 years)
                      • Mintel Trend Drivers
                        • Figure 2: Mintel Trend Drivers
                      • Challenges
                        • The economic crisis and unemployment negatively impact families’ budgets
                          • The number of births in 2020/21 may see impacts from the COVID-19 pandemic
                            • Brands can help inform children about COVID-19
                              • Opportunities
                                • Private label products aimed at children may grow due to the economic crisis
                                  • Chocolates and sweets with ingredients that improve immunity can boost the consumption of these products
                                    • Cruelty-free products can boost sales of cosmetics and hygiene products
                                    • Market Drivers

                                      • Projections show a drop in birth and fertility rates
                                        • The economic crisis impacts household income
                                          • Economic crisis and COVID-19 pandemic force families to take children out of school
                                            • Devaluation of the Brazilian Real leads to an increase in the price of essential food items, further compromising household incomes
                                            • Key Players – What you need to know

                                              • Natura causes controversy on Father’s Day by inviting Thammy Miranda to participate in the campaign
                                                • Home care products with natural claims may gain prominence in the market
                                                  • Brand links sustainability and identity and is successful in selling children’s clothing
                                                  • Marketing Campaigns and Actions

                                                    • Natura causes controversy on Father’s Day by inviting Thammy Miranda to participate in the campaign
                                                      • Figure 3: Father’s Day Campaign “Meu pai presente” Natura, Brazil, August 2020
                                                    • Banco Bradesco launches, in partnership with Disney, a tool to help parents to teach financial education
                                                      • Figure 4: NextJoy, Brazil, August 2020
                                                  • Who’s Innovating?

                                                    • There is an opportunity to increase personal care products for children and babies with sensitive skin
                                                      • Figure 5: Launches of personal care products for babies and children (0-17 years) with the claim “for sensitive skin” by market, 2017-19
                                                    • Home care products with natural claims may gain prominence in the market
                                                      • Figure 6: Household cleaning product launches with natural claims by region, September 2020
                                                  • Case Study

                                                    • Science courses attract parents and children, making Little Medical School a successful franchise
                                                      • Figure 7: Types of courses offered by Little Medical School, September 2020
                                                    • Brand links sustainability and identity, and is successful in selling children’s clothing
                                                        • Figure 8: Values and J Borges’ collection for Timirim, Brazil, September 2020
                                                    • The Consumer – What you need to know

                                                      • Hygiene products with probiotics can attract parents that already value this benefit in other categories
                                                        • Vegetable snacks can attract parents looking for healthy products for their children
                                                          • Cruelty-free products can boost sales of cosmetics and hygiene products
                                                            • Parents seek safety certifications and expert opinion
                                                              • Brands can help inform children about COVID-19
                                                                • Chocolates and sweets with ingredients that improve immunity can boost the consumption of these products
                                                                  • Family activities can represent a post-pandemic opportunity
                                                                  • Purchase by categories

                                                                    • Brands can use apps and games to expose their values and strengthen the bond with consumers
                                                                      • Figure 9: Product categories purchased for children under 18, Brazil, May 2020
                                                                      • Figure 10: Hellmann’s mayonnaise campaign in Animal Crossing, Canada, August 2020
                                                                    • Hygiene products with probiotics can attract parents that already value this benefit in other categories
                                                                      • Figure 11: Parents who usually buy food and beverages with probiotics for their children, by age group of children, Brazil, May 2020
                                                                    • Personalized purchase recommendations can increase purchase frequency among men
                                                                      • Figure 12: Purchase by categories by parents, Brazil, May 2020
                                                                  • Purchase of Food and Drink

                                                                    • Vegetable snacks can attract parents looking for healthy products for their children
                                                                      • Figure 13: Purchase habits of food and drink for children, Brazil, May 2020
                                                                    • Plant-based foods that appeal to the palate of children and adolescents can be successful
                                                                      • Figure 14: Parents that consider plant-based foods healthier than animal-based ones, by age group, Brazil, May 2020
                                                                    • Packaging that provides a unique consumption experience can stimulate children
                                                                    • Valued Attributes

                                                                      • Offering free activities for children can increase brand visibility among parents
                                                                        • Figure 15: Valued attributes for parents when choosing products for their children, Brazil, May 2020
                                                                        • Figure 16: Faber-Castell’s courses and campaign, September 2020
                                                                      • For parents of children aged 13-17, sustainability and innovative technologies are the most critical differentials
                                                                        • Figure 17: Importance of attributes “sustainable” and “innovative technology,” by children’s age groups, Brazil, May 2020
                                                                        • Figure 18: Playing For The Planet Alliance
                                                                      • Cruelty-free products can boost sales of cosmetics and hygiene products
                                                                        • Figure 19: Purchase by categories by parents, by valued attributes, Brazil, May 2020
                                                                    • Source of Advice

                                                                      • Parents seek safety certifications and expert opinion
                                                                        • Figure 20: Source of Advice, Brazil, May 2020
                                                                      • Brands can develop ways to help family members to discover and recommend new products
                                                                        • Figure 21: Source of advice to review new products, parents with children under 3, Brazil, May 2020
                                                                    • Approaching Difficult Subjects

                                                                      • Brands can help inform children about COVID-19
                                                                        • Figure 22: Topics parents would like help to talk to their children about, Brazil, May 2020
                                                                        • Figure 23: Monica’s Gang’s comics about the COVID-19 pandemic, Brazil, September 2020
                                                                        • Figure 24: Discovery Kids channel’s video about COVID-19, Brazil, September 2020
                                                                        • Figure 25: Cartoon Network channel’s video about the COVID-19 pandemic, Brazil, September 2020
                                                                      • Actions that help to combat social inequalities can win over parents
                                                                        • Figure 26: Cartoon Network’s campaign #garotasdesenhamgarotas, Brazil, March 2020
                                                                        • Figure 27: Scene from the short movie Out, Disney Pixar, May 2020
                                                                      • Brands that take a stand on racism and take this conversation to the children’s world can attract parents
                                                                        • Figure 28: “Ninguém nasce racista. Continue criança.” campaign, Brazil, 2016
                                                                        • Figure 29: Revista Pais e Filhos, June 2020
                                                                    • Changing Habits Due to COVID-19

                                                                      • Chocolates and sweets with ingredients that improve immunity can boost the consumption of these products
                                                                        • Figure 30: Changing habits due to COVID-19, Brazil, May 2020
                                                                      • More economical versions of children’s products can build consumer loyalty
                                                                        • Figure 31: Household income decrease, by children’s age, Brazil, May 2020
                                                                      • Products that can be used as entertainment for children can influence purchase decisions
                                                                      • Changing Habits After COVID-19

                                                                        • Family activities can represent a post-pandemic opportunity
                                                                          • Figure 32: Changing habits after COVID-19
                                                                          • Figure 33: Lego Main Square video, September 2020
                                                                        • Tours and virtual shows can be an activity option for vacations
                                                                          • Figure 34: Epcot’s virtual tour, September 2020
                                                                      • Appendix – Abbreviations

                                                                        • Abbreviations

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