Table of Contents
Executive Summary
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- The consumer
- 33% of Brazilians avoid going to places with queues
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- Figure 1: Attitudes toward current lifestyle, August 2015
- Convenience drives opportunities in food preparation
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- Figure 2: Eating habits, August 2015
- The time for regular physical activities is scarce for many Brazilians
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- Figure 3: Personal care habits, August 2015
- Instant messaging is widely used in Brazil
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- Figure 4: Interest in using technology to save time, August 2015
- What we think
Issues and Insights
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- How can women be further stimulated to use alternative forms of transportation?
- How to get CDEs to help in sharing domestic chores?
- Does the growing single population represent opportunities for apps that offer food take-out?
The Market – What You Need to Know
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- Increasing number of cars and motors leads to highly congested roads
- More bicycle lanes, but challenges remain
- 17 cities with more than one million inhabitants
- Internet access through different devices gain momentum
Market Drivers
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- Traffic congestion – A growing problem in Brazilian cities
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- Figure 5: Numbers of new vehicle registrations and % growth per year, 2007-14
- Figure 6: Number of motorcycles on the road in Brazil, in millions, 2004-14
- Governments invest in bicycle lanes
- Large cities concentrate half of the country´s population
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- Figure 7: Top 10 cities with the largest population in brazil in 2015
- Internet access keeps growing through tablets and mobile phones
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- Figure 8: Brazilian households with internet access by the method to access the internet, 2013
- Figure 9: Internet access in the last three months, August 2015
The Consumer – What You Need to Know
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- Many Brazilians are looking for ways to avoid queues
- Organizing their lives to avoid traffic is a more common task among ABs and males
- The lack of time drives changes in eating habits
- Physical activities are also impacted by consumers’ busy lifestyle
- Finding time to look after the appearance is a priority among many consumers
- Technology to save time is more likely to appeal to Southeast and Midwest consumers
Attitudes toward Current Lifestyle
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- 33% of Brazilians avoid going to places with queues
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- Figure 10: Attitudes toward current lifestyle, August 2015
- Many Brazilians feel they have less leisure time now and would like to spend more time with their families
- Young adults are more likely to have difficulties in falling asleep and relaxing during free time
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- Figure 11: Agreement with the statement “Thinking about my daily activities/tasks makes it difficult to relax and/or fall asleep,” by age group, August 2015
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- Figure 12: Agreement with the statement “I would be interested in products that help me relax more in my free time,” by age group, August 2015
- ABs and males are more likely to try to organize their lives to avoid traffic
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- Figure 13: Agreement with the statement “I try to organize my activity/work schedule to avoid traffic,” by gender, August 2015
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- Figure 14: Agreement with the statement “I try to organize my activity/work schedule to avoid traffic,” by socioeconomic group, August 2015
Eating Habits
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- Convenience drives opportunities in food preparation
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- Figure 15: Eating habits, August 2015
- Young consumers’ eating habits are affected by their lack of time
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- Figure 16: Selected statements of eating habits, by age group, August 2015
- Brazilians are dedicating more time to breakfast
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- Figure 17: Agreement with the statement “I do not tend to have enough time to have breakfast in the morning,” November 2012 and August 2015
- Ready meals are consumed more by parents of children aged 3-7
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- Figure 18: Agreement with the statement “I normally buy ready meals to eat at home,” by age of children in the household, August 2015
Personal Care Habits
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- The time for regular physical activities is scarce for many Brazilians
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- Figure 19: Personal care habits, August 2015
- 38% of women tend to find time to look after their appearance
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- Figure 20: Agreement with the statement “I always try to find the time to look after my appearance,” by gender, August 2015
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- Figure 21: Agreement with the statement “I always try to find the time to look after my appearance,” by females and age group, August 2015
- ABs are the most likely to use products that are quick to apply and that are multifunctional
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- Figure 22: Personal care habits, agreement with selected statements, by socioeconomic group, August 2015
Interest in Using Technology to Save Time
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- Instant messaging is widely used in Brazil
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- Figure 23: Interest in using technology to save time, August 2015
- Online grocery shopping still much less popular than other online shopping
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- Figure 24: Interest in using technology to save time, online shopping sites excluding food and online grocery shopping with delivery to home/or a store, August 2015
- ABs use more types of devices, but interest is high among CDEs
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- Figure 25: Repertoire of interest in using technology to save time – I use it, by socioeconomic group, August 2015
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- Figure 26: Repertoire of interest in using technology to save time – I don’t use it, but I’m interested in using it, by socioeconomic group, August 2015
- Technologies to save time are more likely to be used in the Southeast and Midwest regions
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- Figure 27: Repertoire of interest in using technology to save time – I use it, by region, August 2015
- Price comparison sites and technology to identify product level/location in stores have potential to increase usage
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- Figure 28: Interest in using technology to save time, price comparison sites and technologies that help identify location/stock levels in stores, August 2015
Appendix – Abbreviations
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- Abbreviations
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