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Marketing to Parents: Incl Impact of COVID-19 - Brazil - September 2020

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

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