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Healthy Lifestyles - Brazil - November 2016

Published By :

Mintel

Published Date : Nov 2016

Category :

Lifestyle

No. of Pages : N/A

Brazilian attitudes toward health are polarized. While females focus on dieting and weight, males are more likely to exercise. Healthy habits increase with income and with age. However the growing interest in certain health solutions and tools indicates that this scenario could soon be changing.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The consumer
Adequate sleep and hydration: leading actions to be healthy
Figure 1: Actions taken to be healthy, July 2016
Preventing illness: most important driver to prompt changes to lifestyle
Figure 2: Drivers of a healthy lifestyle, July 2016
Affordable tools and solutions create most engagement
Figure 3: Usage and interest in health solutions and tools, July 2016
Preventive health checkups: a habit of many Brazilians
Figure 4: Habits and beliefs toward health, July 2016
What we think

ISSUES AND INSIGHTS
Opportunities to market the taste of fresh organics in the South
The facts
The implications
Helping seniors stay active
The facts
The implications
Relieving stress in large cities
The facts
The implications
Figure 5: Yoga class at Santiago´s International Airport, Chile 2016
Making suncare more appealing to males
The facts
The implications
Figure 6: Thebol Professional, shower cream with SPF, Vietnam, 2015

THE MARKET – WHAT YOU NEED TO KNOW
Growth of overweight consumers in Brazil
Food prices drive up inflation
Aging population
More pressure on the need to reduce sugar and sodium content
Emotional wellness impacted by everyday stressors
Food prices are likely to reduce until end of 2016

MARKET DRIVERS
Overweight higher among men and people aged 35 and over
Figure 7: Overweight and obesity rate, overall and by gender, Brazil 2014
Figure 8: Overweight and obesity rate, overall and by age group, Brazil 2014
Diabetes and high blood pressure rates in Brazil – reducing sugar and sodium content
After spiking, food prices are likely to reduce until end of 2016
Everyday stressors affect Brazilians´ emotional wellness
Brazilians are aging fast

THE CONSUMER – WHAT YOU NEED TO KNOW
Females focus on dieting
Taking care of mental health: a greater concern of women age 45 and over
Appearance: an important driver for young and middle-aged females to change their lifestyle
Feeling unfit is likely to prompt Millennials to make changes to their lifestyle
Technology to manage health generates interest among consumers
Food delivery services appeal to full time workers
Young females swing from good and bad health habits
Staying healthy: a challenge for people living with parents

ACTIONS TAKEN TO BE HEALTHY
Adequate sleep and hydration: leading actions to be healthy
Figure 9: Actions taken to be healthy, July 2016
Males exercise more while women focus more on their diet
Figure 10: Selected actions taken to be healthy, by gender, July 2016
As income decreases, so do healthy habits
Figure 11: Actions taken to be healthy, by socioeconomic group, July 2016
Figure 12: Reebok’s “The Gym is Everywhere” campaign, Colombia, 2016
Mental health a greater concern for mature females
Figure 13: Actions taken to be healthy, agreement with “Take care of my mental health,” by age group and gender, July 2016
Figure 14: Blink Fitness “Every Body Happy” campaign, US, 2016
Vitamins and supplements: a market still underdeveloped in the country
Females aged 45 to 54 take more vitamins and supplements
Figure 15: Actions taken to be healthy, agreement with “Take vitamins/supplements,” by age group and gender, July 2016

DRIVERS OF A HEALTHY LIFESTYLE
Preventing illness: most important driver to prompt changes to lifestyle
Figure 16: Drivers of a healthy lifestyle, July 2016
Media coverage and pressure from family/friends: factors unlikely to drive significant changes to lifestyle
Appearance drives changes to young and middle-aged females’ lifestyles
Figure 17: Agreement with “wanting to improve appearance,” by gender and age group, July 2016
Feeling unfit is more likely to impact Millennials
Figure 18: Agreement with “feeling unfit” as a driver of a healthy lifestyle, by age group, July 2016

USAGE AND INTEREST IN HEALTH SOLUTIONS AND TOOLS
Affordable tools and solutions have most engagement
Figure 19: Usage and interest in health solutions and tools, July 2016
Figure 20: Biscoito Zezé campaign “Bola da Rua,” Brazil, 2016
Despite the current low usage, interest in using technology is high
Consumers are less likely to actively participate in online health communities
Figure 21: Usage and no interest in searching for advice in health websites and participating in health communities online, July 2016
Young full-time workers want healthy meal delivery services
Figure 22: Interest in services that deliver healthy meals to your door, by employment situation, july 2016
Males aged 25-34 interested in products to build muscles
Figure 23: Usage and interest in products that help build muscles, by gender and age group, july 2016

HABITS AND BELIEFS TOWARD HEALTH
Preventive health checkups: a habit of many Brazilians
Figure 24: Habits and beliefs toward health, July 2016
Figure 25: Hirota supermarket campaign “Muito mais vida Hirota,” Brazil, 2015
While older females follow healthy habits, young ones swing from good to bad health habits
Figure 26: Agreement with the statements “I follow health habits most of the time” and “I go through phases of having health habits (eg exercising, eating healthy) and getting into bad habits,” by gender and age group, July 2016
Figure 27: The Moving Food Truck, Portugal, 2016
People living with parents are less likely to stay healthy
Figure 28: Agreement with the statement “I do not put much effort into staying healthy,” by living situation, July 2016
Figure 29: Comidável app, Brazil, 2016

APPENDIX – ABBREVIATIONS
Abbreviations

List of Table

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