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Marketing to Singles - Brazil - January 2015

Published By :

Mintel

Published Date : Jan 2015

Category :

Advertising and Marketing

No. of Pages : 53 Pages

The segment of products and services focused on singles has become quite attractive for brands, services, and supermarkets, as the number of singletons keep growing, reaching nearly half the population. Luxury items, travel, spa services, and upgrades of any sort should be marketed heavily to singles, utilizing ‘you deserve it’ messaging, as they like to pamper themselves. They also want smaller packages when it comes to grocery shopping, as a way to prevent food wastage.

Introduction

Definition
Abbreviations

Executive Summary

Market drivers
Companies, Brands, and Innovation
The consumer
What we think

Issues and Insights

Specific products for singles
The facts
The implications
Dining alone
The facts
The implications

Trend Applications

Click and Connect
The Power of One
Old Gold

Market Drivers

Key points
More and more singles
Figure 1: Civil status, Brazil, 2013
Brazilians are getting married later
Single houses
Smaller households
Figure 2: Households with one person, Brazil, 2011
Celebrating Dia do Solteiro (Single’s Day)

Who’s Innovating?

Key points
The Single Flower
Single-traveler specialists
Products for singles
Figure 3: Examples of small/portioned packages
Figure 4: Galateo & Friends salt tablets, Italy, June 2011

The Consumer – Everyday Habits

Key points
Health habits
Figure 5: Everyday habits, October 2014
Figure 6: Everyday habits, October 2014
Appearance habits
Figure 7: Everyday habits, October 2014
Figure 8: Everyday habits, by gender, October 2014
Spending habits
Figure 9: Everyday habits, October 2014
Budgeting habits
Figure 10: Everyday habits, by budgeting habits, October 2014
Figure 11: Everyday habits, by budgeting habits and by gender, October 2014
Leisure habits
Figure 12: Everyday habits, October 2014
Figure 13: Everyday habits, October 2014

The Consumer – Expenditure of Extra Money

Key points
Spending money with leisure
Figure 14: Expenditure of extra money with leisure, October 2014
Figure 15: Expenditure of extra money with leisure, by gender October 2014
Figure 16: Expenditure of extra money with leisure, by age, October 2014
Spending money with beauty and personal care products and services
Figure 17: Expenditure of extra money with BPC, October 2014
Figure 18: Expenditure of extra money with BPC, by gender, October 2014
Spending money going out
Figure 19: Expenditure of extra money with going out, October 2014
Figure 20: Expenditure of extra money with going out, by gender, October 2014

The Consumer – Spending Free Time

Key points
Spending time with family
Figure 21: Spending free time, October 2014
Figure 22: Spending free time, by gender, October 2014
Spending time with friends
Figure 23: Spending free time, October 2014
Figure 24: Spending free time, by gender, October 2014
Spending time by myself
Figure 25: Spending free time, October 2014
Figure 26: Spending free time, by gender, October 2014
Figure 27: Spending free time, by age, October 2014

The Consumer – Attitudes towards Lifestyle

Key points
Figure 28: Attitudes of singles towards lifestyle, October 2014
Free to exercise
Free to spend
Free to do whatever comes to mind

Cluster Analysis

Optimistic Singles
Demographics
Characteristics
Opportunity
Unattached Pessimists
Demographics
Characteristics
Opportunity
Pressured Solos
Demographics
Characteristics
Opportunity

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