Marketing to Parents: Incl Impact of COVID-19 - Brazil - September 2020
Overview
 
What you need to know
According to Mintel’s Global COVID-19 Brazil Tracker (August 3-18, 2020), 72% of parents with children under 18 stated that they are concerned about what the pandemic can do to their lifestyle, and 45% of these parents are extremely concerned. This happens because, in addition to general concerns (risk of exposure to the virus, the worsening of the economic crisis, and adaptation to social isolation), parents have had to deal with their children at home full time, as schools have been closed since March 2020. It has been exhausting for many parents to oversee distance learning while working from home or in person and still looking after the house.

In this context, many families have had to reduce their budgets due to the economic crisis. They have been seeking to cut spending and prefer products and services that are better value for money. At the same time, faced with the overloaded routine, parents have invested in products and services that bring practicality and agility to their lives.

Key issues covered in this Report
●	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

Definition
This Report analyzes the lifestyles of Brazilian consumers who are parents of children and/or teenagers under 18.

COVID-19: Market context
This report was finished on September 16, 2020, in a scenario of the gradual reopening of stores and services, with restrictions aiming to reduce the possibility of COVID-19 transmissions in the largest Brazilian cities and states.

On February 4, President Jair Bolsonaro declared a national emergency in Brazil to stop the arrival of coronavirus in Brazil. The first COVID-19 case was confirmed in Brazil on February 26, 2020. On March 11, the World Health Organization (WHO) declared COVID-19 a global health pandemic, and on March 21, São Paulo, the city with the largest number of confirmed cases, enacted a quarantine.

Throughout Brazil, governments declared quarantines from March to June 2020. After this period, nonessential businesses, such as restaurants, beauty salons and shopping centers, could reopen with restrictions in different states. Leisure environments (parks, beaches, etc) have also resumed their operations with restrictions. The reopening of public and private schools from preschool to higher education in Sao Paulo state was moved from early September to October 7, still maintaining certain social distancing and hygiene measures, as announced by the state government in August. Nevertheless, at the time of writing, these orders remain too varied across the country, depending on governors’ evaluations of the pandemic situation and also considering states’ health indicators.