Brazil Kids’ Impact on Household Decisions Market Report 2021
£ 3,265 (Excl.Tax)
Report Summary
“After a year of uncertainties, parents of children under 18 have tried to find some sort of stability, now that schools have reopened. The pursuit of a healthy lifestyle has been a priority, as well as family values. These factors have had great influence on consumption habits.”
– Laura Menegon, Junior Research Analyst
This Report looks at the following areas:
- In addition to price, what are the most important factors when it comes to purchasing food and drinks for children and adolescents.
- What are the most important factors when it comes to purchasing other products for children and adolescents.
- How much importance parents give to daily behaviors and attitudes such as completing school tasks, having a healthy diet and spending time with family.
- The influence of children on parents’ lifestyle and consumption habits.
- Parents’ shopping habits and how their children influence them.
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
- What you need to know
-
Executive Summary
-
- Market overview
- Impact of COVID-19 on households with children under 18
- Figure 1: Predicted impact of COVID-19 in short, medium and long term on lifestyle and use habits of families with children under 18, 2021
- Mintel Trend Drivers
- Figure 2: Mintel Trend Drivers
- Challenges
- High inflation affects household budget
- Opportunities
- Food and drinks that improve cognitive health, attention and focus can stand out
- Clear age-appropriate indications can boost sales
- Stores can offer buy and trade experiences to promote financial education
- Brands can be positioned as parents’ partners to address difficult issues
-
-
Market Drivers
- High inflation leads to a brutal decline in household purchasing power
- Figure 3: Inflation forecast for September 2021, by product/service category, Brazil, 2021
- Vaccination of adolescents advances; studies conclude that the vaccine is safe for children aged 5+
- High inflation leads to a brutal decline in household purchasing power
-
Key Players
- Companies and brands
- Instagram pauses Instagram Kids project
- Amaro launches children range
- ‘Roblox’ will start checking age of players
- Happy Meal toys will be 100% sustainable by 2025
- CVV creates team to spot signs on gamers who need help
- Riachuelo encourages family play in Children’s Day campaign
- Figure 4: Riachuelo Children’s Day campaign, 2021
- Del Valle Kapo launches campaign to promote parents and children connection
- Who’s innovating?
- Children food must present claims related to ethics and sustainability to meet parents’ expectations
- Figure 5: Children food launches with claims related to ethics and sustainability in the 5 largest markets and Brazil, 2018-20
- Economical positioning of hygiene and care products for children can attract parents
- Figure 6: Hygiene and personal care product launches by category in the 10 largest markets, 2016-20
- Case study
- Bettr, a fintech focused on Gen Zs, offers financial education
- Marketplace and community for moms are the essence of Kidizen
- Companies and brands
-
The Consumer – What You Need to Know
- Brands can involve parents in product co-creation processes to increase confidence in formulas
- Clear age-appropriate indication for the use of hygiene and beauty products can encourage parents
- Gamification can help children complete school tasks
- Sustainability campaigns can target children to attract adults
- Snacks with probiotics can offer digestive health benefits to attract parents and innovative formats to appeal to children
- Food and drinks brands should invest in TikTok campaigns
- Brands can involve parents in product co-creation processes to increase confidence in formulas
-
Decision Factors – Food and Drinks
- Brands can involve parents in product co-creation processes to increase confidence in formulas
- Figure 7: Decision factors – Food and drinks, 2021
-
- Figure 8: W.K. Kellogg by Kids, UK, April 2020
- Cooking ingredient and semi-prepared food brands may focus on men who have come to cook in the pandemic
- Figure 9: Decision factors – Food and drinks, “easy to prepare,” by gender, 2021
- Food and drinks that improve focus can attract parents concerned about school performance
- Figure 10: Decision factors – Food and drinks, by importance of family issues, “my children finishing all school tasks,” 2021
- Brands can involve parents in product co-creation processes to increase confidence in formulas
-
Decision Factors – General
- Brands can be positioned as parents’ partners to address difficult issues
- Figure 11: Decision factors – General, 2021
-
- Figure 12: Lego “Build and Talk”
- Figure 13: Amil campaign, Brazil, August 2021
- Clear age-appropriate indication for the use of hygiene and beauty products can encourage parents
- Figure 14: Decision factors – General, “age appropriate,” by children’s generation, 2021
- Brands can be positioned as parents’ partners to address difficult issues
-
Importance of Family Issues
- Gamification can help children complete school tasks
- Figure 15: Importance of family issues, “My children finishing all school tasks,” 2021
-
- Figure 16: Hakawati Games educational game, Saudi Arabia, 2021
- Figure 17: “Potencia tu clase com videojuegos” initiative, Chile, 2020
- Brands can help with screen time control
- Figure 18: Importance of family issues, “allowing my children to spend appropriate amount of time using social media,” 2021
- Wearable devices for children can help parents in health monitoring
- Figure 19: Importance of family issues, “my family eating healthy,” by usage of online service/app to track health, 2021
-
- Figure 20: Fitbit Ace 3 special edition
- Figure 21: Garmin Vívofit Jr. 3 activity tracker
-
- Figure 22: Time Nescau children’s activity tracker, Brazil, 2018
- Gamification can help children complete school tasks
-
Kids Influencing Parents
- Sustainability campaigns can target children to attract adults
- Figure 23: Kids influencing parents, 2021
-
- Figure 24: Mastercard “Play for the Jungle”
- Sports brands can launch products for parents and children
- Figure 25: Kids influencing parents, “Done more physical activities together,” 2021
- Brands of beauty and hygiene products for children can highlight possibilities for adults to use them
- Figure 26: Kids influencing parents, by those who have tried a new beauty product, 2021
-
- Figure 27: Pharol Granado post, Brazil, October 2020
- Sustainability campaigns can target children to attract adults
-
Decisions on Purchases and Activities
- Snacks with probiotics can offer digestive health benefits to attract parents and innovative formats to appeal to children
- Figure 28: Decisions on purchases and activities, snack food at home/for take to school, 2021
- Hygiene products can turn bath time into a time of fun and relaxation
- Figure 29: Decisions on purchases and activities, personal care products, by children’s age, 2021
- Brands can promote events with attractions for children
- Figure 30: Decisions on purchases and activities, weekend family activities/outings, 2021
- Snacks with probiotics can offer digestive health benefits to attract parents and innovative formats to appeal to children
-
Shopping Habits
- Food and drinks brands should invest in TikTok campaigns
- Figure 31: Shopping habits, 2021
-
- Figure 32: Tsty campaign, 2021
- Figure 33: Guaraná Antárctica on TikTok, September 2021
- Stores can offer buy and trade experiences to promote financial education
- Figure 34: Shopping habits, by children’s generation, 2021
-
- Figure 35: Camp Toys, US, September 2021
- Figure 36: TrocaJogo, Brazil, September 2021
- Food and drinks brands should invest in TikTok campaigns
-
Appendix – 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.
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.
