Brazil Marketing to Over-55s Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the Marketing to Over-55s – Brazil market including the behaviours, preferences and habits of the consumer.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Seniors made up 13% of Brazil’s population in 2018. By 2043, according to IBGE, a quarter of Brazilians (25%) are expected to be aged 60+. The market, however, still sees seniors as a niche, with few products specifically designed for them and low representation in the media. It is not surprising, therefore, that only 12% of consumers aged 55+ agree with the statement, “My age group is accurately portrayed in advertising.”
Written by Ana Paula Gilsogamo, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Brazilians aged 55+ are among the most affected by the COVID-19 pandemic. In addition to greater concerns over cleanliness and hygiene, the outbreak has accelerated the adoption of certain technologies. A quarter of seniors, however, find it difficult to transpose their physical reality to the online world, which means that everyone should make an effort to integrate them into this new reality and help them avoid misinformation. Physical and mental wellbeing is a priority at the moment, and seniors have felt encouraged to adopt healthy eating habits and exercise.
Ana Paula Gilsogamo
Lifestyles Analyst
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