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Marketing to Millennials - Brazil - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Advertising and Marketing

No. of Pages : N/A

Sustainability and healthy eating habits are areas in which Millennials still lag behind other previous generations, as people tend to adopt more sustainable and healthier habits as they age. There is room for brands to tap in to help Millennials adopt healthier and sustainable habits, especially older Millennials.

Table of Content

Overview

What you need to know
Definition

Executive Summary

Why are Millennials an important target audience?
The consumer
Use of laptops is still diverse, but it is losing ground
Figure 1: Device activity, by Millennials, November 2016
Millennials: company followers on social media
Figure 2: Recent online activity, by Millennials, November 2016
Planning leisure activities on the internet
Figure 3: Current lifestyle, by all and Millennials, November 2016
Millennials are as likely as others to reduce food waste at home
Figure 4: Changes in lifestyle, by Millennials, November 2016
Knowing the source of food and drink is less important to Millennials
Figure 5: General attitudes, by Millennials, November 2016
What we think

Issues and Insights

How can advertisements help ease the stress of Millennials?
The facts
The implications
Figure 6: Itaipava Campaign, Brazil, 2016
How to further engage older Millennials with restaurant loyalty schemes
The facts
The implications
Shared services have higher appeal than renting
The facts
The implications

The Market – What You Need to Know

Millennials are suffering the impact of unemployment
More educated Millennials
Internet access through PCs is declining
Same sex marriages are showing a rapid growth

Market Drivers

Millennials: 28% of the population
Figure 7: Population aged 19-35 as a % of total population, brazil, 2000-50 (fore)
Unemployment higher among young adults
Same sex marriages are growing at a fast rate
Millennials are more educated than other generations
Figure 8: Illiteracy rate of people aged 15 and over, by age group, 2013-14
Figure 9: Average number of year attended school by age group, 2015
Figure 10: Average number of years attended school, by age group, 2015
Households with computers are declining

The Consumer – What You Need to Know

Younger Millennials more likely than older ones to use smartphones for their activities
Watching soap operas and movies more likely to be done with standard TVs
Millennials are recognizing the benefits of online purchasing
Older and younger Millennials use different ways to interact with companies online
Quick fix alternatives appeal to Millennials
Millennials want specific beauty and personal care products
Millennials are yet to reduce the amount of sugar they eat
Involvement with social causes and sustainability is more appealing to older Millennials

Device Activity

Use of laptop is still very diversified, but it is losing ground
Figure 11: Device activity, by Millennials, November 2016
Smartphone preferred device for checking the weather and playing games
Younger Millennials more likely than older ones to use smartphones for their activities
Figure 12: Smartphone activity, by all and Millennial groups, November 2016
Figure 13: Smartphone activity repertoire, by Millennial groups, November 2016
Standard TV leads the way in watching soap operas and movies
Smart TVs more likely to be used by older Millennials

Recent Online Activity

Millennials: company followers in social media
Figure 14: Recent online activity, by Millennials, November 2016
Millennials are recognizing the benefits of using the internet in the purchasing process
Figure 15: Selected recent online activity, by Millennials and all, November 2016
Older Millennials tend to be more proactive when it comes to writing reviews and contacting companies
Figure 16: Selected recent online activity, by Millennial groups, November 2016
Older Millennials use other sources to verify information on the web
Figure 17: Agreement with “used other sources (eg tv) to verify the information i see on the web,” by Millennial groups, November 2016

Current Lifestyle

Planning leisure activities on the internet
Figure 18: Current lifestyle, by all and Millennials, November 2016
Traveling vs buying expensive things
Millennials tend to want a more realistic appearance
Figure 19: Selected current lifestyle statements, by all and Millennial groups, November 2016
Younger Millennials are more loyal to food and drink brands
Figure 20: Dash buttons
Figure 21: Agreement with “I usually buy different food and drink products from the same brand,” by all and Millennial groups, November 2016
Quick fix alternatives appeal to Millennials
Figure 22: Agreement with “I tend to have food and drink products that are quick to prepare,” by all and Millennial groups, November 2016
Figure 23: Feed: Smart food for productive people, France 2016
Nostalgia affects Millennials food and drink choices
Figure 24: Agreement with “I purchase food and/or drink that reminds me of my childhood,” by all and Millennials, November 2016
Figure 25: Pac-Danio, Danone, Brazil, 2015

Changes in Lifestyle

Millennials are as likely as others to reduce food waste at home
Figure 26: Changes in lifestyle, by Millennials, November 2016
Figure 27: Biovessel, Taiwan, 2016
Figure 28: Zera Food Recycler, US, 2016
Older Millennials more likely to reduce the amount of sugar they eat
Figure 29: Agreement with “I have been reducing the amount of sugar I eat,” by all and Millennial groups, November 2016
Millennials want specific beauty and personal care products
Figure 30: Head & Shoulders for African hair and scalps, 2016

General Attitudes

Knowing the source of food and drink is less important to Millennials
Figure 31: General attitudes, by Millennials, November 2016
Recommendations are more important to Millennials than to the overall population
Figure 32: Selected general attitudes, by all and Millennial groups, November 2016
Involvement with social causes and sustainability is more appealing to older Millennials
Figure 33: Agreement with “I prefer to buy from brands that are involved with social causes (eg help local communities, look after the environment),” by all and Millennial groups, November 2016
Meals shared with family are less important to young Millennials
Figure 34: Agreement with “meals are special moments to be shared with the family,” by all and Millennial groups, November 2016
Older Millennials tend to be attracted by beauty and personal care trends
Figure 35: Agreement with “keeping up with the latest beauty and personal care trends is important to me,” by all and Millennial groups, November 2016
High-quality food ingredients are valued by Millennials
Figure 36: Agreement with “it is worth paying more for high-quality food and drink ingredients,” by all and Millennial groups, November 2016
Figure 37: Blue Apron Ingredient Box

Appendix – Abbreviations

Abbreviations

List of Table

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