Table of Contents
Executive Summary
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- Market overview
- COVID-19 impact among parents with children under 18
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- 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
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- 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
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- 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
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- 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
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- Natura causes controversy on Father’s Day by inviting Thammy Miranda to participate in the campaign
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- 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
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- Figure 4: NextJoy, Brazil, August 2020
Who’s Innovating?
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- There is an opportunity to increase personal care products for children and babies with sensitive skin
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- 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
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- Figure 6: Household cleaning product launches with natural claims by region, September 2020
Case Study
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- Science courses attract parents and children, making Little Medical School a successful franchise
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- 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
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- Figure 8: Values and J Borges’ collection for Timirim, Brazil, September 2020
The Consumer – What you need to know
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- 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
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- Brands can use apps and games to expose their values and strengthen the bond with consumers
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- Figure 9: Product categories purchased for children under 18, Brazil, May 2020
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- 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
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- 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
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- Figure 12: Purchase by categories by parents, Brazil, May 2020
Purchase of Food and Drink
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- Vegetable snacks can attract parents looking for healthy products for their children
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- 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
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- 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
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- Offering free activities for children can increase brand visibility among parents
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- Figure 15: Valued attributes for parents when choosing products for their children, Brazil, May 2020
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- 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
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- Figure 17: Importance of attributes “sustainable” and “innovative technology,” by children’s age groups, Brazil, May 2020
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- Figure 18: Playing For The Planet Alliance
- Cruelty-free products can boost sales of cosmetics and hygiene products
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- Figure 19: Purchase by categories by parents, by valued attributes, Brazil, May 2020
Source of Advice
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- Parents seek safety certifications and expert opinion
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- Figure 20: Source of Advice, Brazil, May 2020
- Brands can develop ways to help family members to discover and recommend new products
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- Figure 21: Source of advice to review new products, parents with children under 3, Brazil, May 2020
Approaching Difficult Subjects
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- Brands can help inform children about COVID-19
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- Figure 22: Topics parents would like help to talk to their children about, Brazil, May 2020
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- 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
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- 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
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- Figure 26: Cartoon Network’s campaign #garotasdesenhamgarotas, Brazil, March 2020
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- 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
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- Figure 28: “Ninguém nasce racista. Continue criança.” campaign, Brazil, 2016
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- Figure 29: Revista Pais e Filhos, June 2020
Changing Habits Due to COVID-19
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- Chocolates and sweets with ingredients that improve immunity can boost the consumption of these products
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- Figure 30: Changing habits due to COVID-19, Brazil, May 2020
- More economical versions of children’s products can build consumer loyalty
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- 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
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- Family activities can represent a post-pandemic opportunity
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- Figure 32: Changing habits after COVID-19
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- Figure 33: Lego Main Square video, September 2020
- Tours and virtual shows can be an activity option for vacations
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- Figure 34: Epcot’s virtual tour, September 2020
Appendix – Abbreviations
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- Abbreviations
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