Marketing to Moms - Brazil - December 2015


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Mintel

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The economy has been influencing the activities moms do with their kids, with many of them trying to save by opting for more affordable leisure activities and spending more time at home rather than going out.

Table of Content

Overview

What you need to know
Definition

Executive Summary

Child safety is the top concern of moms
Figure 1: Concerns toward the welfare of child/children, July 2015
More dedicating and less strict parenting
Figure 2: Attitudes toward parenting, July 2015
Moms have been watching more TV with their children
Figure 3: Changes in frequency of doing activities, July 2015
AB moms are the most likely to find more time to spend with their children
Figure 4: Reasons to change the frequency of activities, July 2015
What we think

Issues and Insights

Financial security is a great concern of moms
The facts
The implications
Single moms are more likely to feel they need more time for themselves
The facts
The implications
What can malls and leisure centers do to continue attracting consumers?
The facts
The implications

The Market – What You Need to Know

The number of crimes in Brazil is alarming
Inflation and unemployment peak in 2015
Obesity and overweight: a problem among Brazilian children
Moms are having fewer children and at later age

Market Drivers

Child obesity: a growing problem
Violence and crime rates are high in Brazil
Figure 5: Number of murders in Brazil, 2013 and 2014
Moms are having fewer children and at a later age
Figure 6: Fertility rate, Brazil, 2000-14
Inflation and unemployment keep rising in 2015
Figure 7: Consumer price index (IPCA), in %, Brazil, November 2014- November 2015
Figure 8: Unemployment rate per trimester in %, Brazil, January 2015- September 2015

The Consumer – What You Need to Know

Quality of children education: most important for Northeastern moms
A balanced diet is more important to moms than physical activity
Young moms have a higher tendency to reward children for good behavior
Online parenting advice: a resource more used by young moms
Moms could be replacing meals at restaurants by snacks out of home
Although outdoor activities are encouraged, moms are taking kids less often to beaches and parks

Concern toward the Welfare of Child/Children

Child safety is the top concern of moms
Figure 9: Concern toward the welfare of child/children, July 2015
ABs are the most likely to be concerned with a number of factors
Figure 10: Selected concerns toward the welfare of child/children, by socioeconomic group, July 2015
Moms living in the Northeast are the most concerned with the quality of their children’s education
Figure 11: Concern with quality of children education, by region, July 2015
Access to quality healthcare more important to moms with children under 3
Figure 12: Concern with access to quality healthcare, by age of children, July 2015
Good examples to follow: more important to young moms (aged 16-24)
Figure 13: Concern with good examples to follow, by age of moms, July 2015
Moms tend to be more concerned with a balanced diet than physical activity
Figure 14: Concern with a balanced diet and with physical activity, all moms, July 2015

Attitudes toward Parenting

More dedicating and less strict parenting
Figure 15: Attitude toward parenting, August 2015
Moms of younger children and those in classes ABC1 are more likely to prefer shopping for their children than for themselves
Figure 16: Agreement with the statement “I prefer to shop for my children rather than shop for myself,” by age of children, July 2015
Figure 17: Attitude toward parenting, “I prefer to shop for my children rather than shop for myself,” by socioeconomic group, July 2015
Young consumers are more likely to reward children for good behavior
Figure 18: Agreement with the statement “I reward my child/children for good behavior,” by age of moms, July 2015
20% of moms of children under 3 look for parenting advice on the internet
Figure 19: Agreement with the statement “I look for parenting advice on the Internet,” by age of children, July 2015

Changes in Frequency of Doing Activities

Moms have been watching more TV with their children
Figure 20: Changes in frequency of doing activities, July 2015
Moms could be replacing restaurants by snacks out of home
Figure 21: Changes in frequency of having snacks out of home and going to restaurants, by all moms, July 2015
Activities such as movies, traveling, and shows are suffering
Figure 22: Changes in frequency of going to the cinema, traveling for leisure and going to shows/concerts, by all moms, July 2015

Reasons to Change the Frequency of Activities

AB moms are the most likely to find more time to spend with their children
Figure 23: Reasons to change the frequency of activities, July 2015
25% of Brazilian moms have been spending more money on their child/children now compared to 12 months ago
Figure 24: Changes in volume purchased, supermarkets´ private label, September 2015
28% of moms have been encouraging their child/children to take part in more outdoor activities
Figure 25: Selected reasons to change the frequency of activities, July 2015
As children age, leisure activities with moms decline
Figure 26: Agreement with the statements “I think that my child/children would rather go out with friends then their parents” and “my child/children are reluctant to take part in leisure activities with me,” by age of children, July 2015

Appendix – Abbreviations

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