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The Time-Pressed Consumer - Brazil - October 2015

Published By :

Mintel

Published Date : Oct 2015

Category :

Lifestyle

No. of Pages : N/A

Brazilians are searching for ways to save time, whether through convenient food options, 24-hour beauty services, multifunctional and quick-to-apply personal care products, or looking for alternatives to avoid traffic congestion and long queues. In this context, technology is emerging as an ally of consumers, helping them increase their productivity in their daily routines. Marketers also have the opportunity to tap into this demand with products and services that offer emotional and mental benefits as well as helping them accomplish their daily tasks.

Table of Content

Overview

Definition

Executive Summary

The consumer
33% of Brazilians avoid going to places with queues
Figure 1: Attitudes toward current lifestyle, August 2015
Convenience drives opportunities in food preparation
Figure 2: Eating habits, August 2015
The time for regular physical activities is scarce for many Brazilians
Figure 3: Personal care habits, August 2015
Instant messaging is widely used in Brazil
Figure 4: Interest in using technology to save time, August 2015
What we think

Issues and Insights

How can women be further stimulated to use alternative forms of transportation?
How to get CDEs to help in sharing domestic chores?
Does the growing single population represent opportunities for apps that offer food take-out?

The Market – What You Need to Know

Increasing number of cars and motors leads to highly congested roads
More bicycle lanes, but challenges remain
17 cities with more than one million inhabitants
Internet access through different devices gain momentum

Market Drivers

Traffic congestion – A growing problem in Brazilian cities
Figure 5: Numbers of new vehicle registrations and % growth per year, 2007-14
Figure 6: Number of motorcycles on the road in Brazil, in millions, 2004-14
Governments invest in bicycle lanes
Large cities concentrate half of the country´s population
Figure 7: Top 10 cities with the largest population in brazil in 2015
Internet access keeps growing through tablets and mobile phones
Figure 8: Brazilian households with internet access by the method to access the internet, 2013
Figure 9: Internet access in the last three months, August 2015

The Consumer – What You Need to Know

Many Brazilians are looking for ways to avoid queues
Organizing their lives to avoid traffic is a more common task among ABs and males
The lack of time drives changes in eating habits
Physical activities are also impacted by consumers’ busy lifestyle
Finding time to look after the appearance is a priority among many consumers
Technology to save time is more likely to appeal to Southeast and Midwest consumers

Attitudes toward Current Lifestyle

33% of Brazilians avoid going to places with queues
Figure 10: Attitudes toward current lifestyle, August 2015
Many Brazilians feel they have less leisure time now and would like to spend more time with their families
Young adults are more likely to have difficulties in falling asleep and relaxing during free time
Figure 11: Agreement with the statement “Thinking about my daily activities/tasks makes it difficult to relax and/or fall asleep,” by age group, August 2015
Figure 12: Agreement with the statement “I would be interested in products that help me relax more in my free time,” by age group, August 2015
ABs and males are more likely to try to organize their lives to avoid traffic
Figure 13: Agreement with the statement “I try to organize my activity/work schedule to avoid traffic,” by gender, August 2015
Figure 14: Agreement with the statement “I try to organize my activity/work schedule to avoid traffic,” by socioeconomic group, August 2015

Eating Habits

Convenience drives opportunities in food preparation
Figure 15: Eating habits, August 2015
Young consumers’ eating habits are affected by their lack of time
Figure 16: Selected statements of eating habits, by age group, August 2015
Brazilians are dedicating more time to breakfast
Figure 17: Agreement with the statement “I do not tend to have enough time to have breakfast in the morning,” November 2012 and August 2015
Ready meals are consumed more by parents of children aged 3-7
Figure 18: Agreement with the statement “I normally buy ready meals to eat at home,” by age of children in the household, August 2015

Personal Care Habits

The time for regular physical activities is scarce for many Brazilians
Figure 19: Personal care habits, August 2015
38% of women tend to find time to look after their appearance
Figure 20: Agreement with the statement “I always try to find the time to look after my appearance,” by gender, August 2015
Figure 21: Agreement with the statement “I always try to find the time to look after my appearance,” by females and age group, August 2015
ABs are the most likely to use products that are quick to apply and that are multifunctional
Figure 22: Personal care habits, agreement with selected statements, by socioeconomic group, August 2015

Interest in Using Technology to Save Time

Instant messaging is widely used in Brazil
Figure 23: Interest in using technology to save time, August 2015
Online grocery shopping still much less popular than other online shopping
Figure 24: Interest in using technology to save time, online shopping sites excluding food and online grocery shopping with delivery to home/or a store, August 2015
ABs use more types of devices, but interest is high among CDEs
Figure 25: Repertoire of interest in using technology to save time – I use it, by socioeconomic group, August 2015
Figure 26: Repertoire of interest in using technology to save time – I don’t use it, but I’m interested in using it, by socioeconomic group, August 2015
Technologies to save time are more likely to be used in the Southeast and Midwest regions
Figure 27: Repertoire of interest in using technology to save time – I use it, by region, August 2015
Price comparison sites and technology to identify product level/location in stores have potential to increase usage
Figure 28: Interest in using technology to save time, price comparison sites and technologies that help identify location/stock levels in stores, August 2015

Appendix – Abbreviations

Abbreviations

List of Table

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