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Marketing to Over-55s - Brazil - September 2016

Published By :

Mintel

Published Date : Sep 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Seniors like to spend their time with family and friends. Therefore, many companies in different industries could benefit from combining the needs of older and younger consumers. 

The number of seniors who are working beyond retirement is also increasing. This not only has implications for the future of the workforce, but also creates greater opportunities for brands to target seniors as they continue to work, earn, and spend.
Brands could also partner with seniors and let them have a say in the ideation process. Companies could host events to listen to them and adapt their products and services for this demographic

Table of Contents

OVERVIEW
What you need to know
Report scope

EXECUTIVE SUMMARY
Market drivers
Working life goes beyond retirement
The consumer
Brazilian seniors have a liking for cooking from scratch
Figure 1: Food and drink habits, May 2016
They lack in tech knowledge and a helpful staff can help
Figure 2: Researching and buying technology, May 2016
Promoting leisure activities to seniors
Figure 3: Leisure and beauty and personal care habits, May 2016
Seniors are conscious about their spending
Figure 4: Shopping habits, any agree, May 2016
What we think

ISSUES AND INSIGHTS
Designing food and drink products for seniors
The facts
The implications
Figure 5: Food and drink products aimed at senior with added benefits, worldwide
Figure 6: Food and drink products that are easy to chew and swallow, worldwide
Seniors will benefit from budget-friendly options
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Brazilians are living and working longer

MARKET DRIVERS
Aging population
Figure 7: Brazilian population aged 55+, 2010 Census
Seniors are having financial difficulties and keep on working
Finding work after retirement

THE CONSUMER – WHAT YOU NEED TO KNOW
Seniors enjoy preparing their food
Seniors want helpful staff at stores and learn more about technology
Spending time with family and friends is essential
Seniors are being cautious with their money

FOOD AND DRINK HABITS
Cooking from scratch has a good appeal among seniors
Figure 8: Easy to prepare pasta, USA
Figure 9: Cooking from scratch, consumers aged 55+, by gender and socioeconomic group, May 2016
Meal kits to promote a variety of cuisines
Figure 10: Meal kits containing non-traditional Brazilian dishes, worldwide
Combining cooking from scratch and Brazilian recipes
Adapting restaurants to bring in more elderly
Online recipes are slightly more used
Figure 11: Usage of recipes, consumers aged 55+, by gender and socioeconomic group, May 2016
Figure 12: Food and drink habits, May 2016

BUYING AND USING TECHNOLOGY
Staff to help at stores is desirable
Figure 13: Buying and using technology, consumers aged 55+, by gender and socioeconomic group, May 2016
Making easier for senior consumers to use technology
Companies are creating online videos to help seniors with technology
Itaú’s new campaign focus on senior women
Figure 14: Buying and using technology, consumers aged 55+, by gender and socioeconomic group, May 2016
10% still find it too complicated to use internet banking
Figure 15: Buying and using technology, consumers aged 55+, by gender and socioeconomic group, May 2016
Figure 16: Researching and buying technology, May 2016

LEISURE AND PERSONAL CARE HABITS
Pairing up to promote services
Promoting leisure activities to seniors
Figure 17: Leisure habits, May 2016
Taking care of themselves
More fitness centers catering the over 50s
Having senior staff encourages sales
Improving pharmacies for seniors
Figure 18: Beauty and personal care habits, May 2016

SHOPPING HABITS
Seniors are conscious about their spending
Figure 19: Shopping habits, any agree, by gender and socioeconomic group, May 2016
Environmentally-friendly products are worth the cost
Convenient and animal-friendly ones not so much
Figure 20: Products worth paying more, any agree, by gender and socioeconomic group, May 2016
Improving e-commerce for seniors
OLX’s campaign features a multi-generational team
Figure 21: Online shopping habits, any agree, by gender and socioeconomic group, May 2016
Figure 22: Shopping habits, any agree, May 2016

APPENDIX – DATA SOURCES, ABBREVIATIONS AND METHODOLOGY
Abbreviations
Figure 23: Brazilian population, 2010 Census

List of Table

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