Marketing to Moms in Brazil to November 2013

Marketing to Moms - Brazil - November 2013

Representing nearly six in 10 Brazilian women, mothers are a lucrative group of consumers; they are
investing more in their careers (which means income enhancement) and putting more expectations on products
and services with quality and convenience benefits in order to help them juggle the work/life balance.
table Of Content

introduction
definitions
abbreviations

executive Summary
the Issues
demographic Overview
figure 1: Brazilian Mothers Aged 15+, By Number Of Children, 2000 And 2010
time Spent On Activities Related To Being A Mother
figure 2: Time Spent With Activities Related To Being A Mother In The Last 12 Months, June 2013
changes In Purchasing Habits
figure 3: Changes In Purchasing Habits After Becoming A Mother, June 2013
segmentation Analysis – Mothers' Attitudes
figure 4: Segmentation According To Mothers' Lifestyles, June 2013
what We Think

demographic Overview
key Points
brazilian Women Have Fewer Children, Increasingly Later In Life
figure 5: Brazilian Mothers Aged 15+, By Number Of Children, 2000 And 2010
figure 6: Mothers Aged 15+ In The Brazilian Female Population, By Age, 2000 And 2010
women Still Want To Be Mothers, But Are Focusing More On Career And Education
figure 7: Mothers Aged 25+ With Higher Education, Brazil And Regions, 2000 And 2010
figure 8: Mothers Aged 25+, Who Stated Monthly Nominal Per Capita Household Income, 2000 And 2010
figure 9: Mothers, By Current Occupation, June 2013
busy Mothers Make A Point Of Cooking Dinner
figure 10: Time Spent Cooking Dinner For The Family, In Relation To Last Year, By Working Mothers, June
2013
the Number Of Single Mothers Has Been Increasing During The Last Decade

figure 11: Single Mothers*, By Age Group, 2000 And 2010 Census
figure 12: Single Mothers*, By Region, 2010 Census
the Majority Of Brazilian Mothers Are Single, Separated Or Widows
figure 13: Brazilian Mothers *, By Marital Status, 2000 And 2010 Census
figure 14: Current Living Status Of Single, Separated And Widowed Mothers, June 2013
single, Separated, And Widowed Mothers Put Less Pressure On Themselves Than Married Mothers
figure 15: Attitudes Toward Motherhood, Any Agreement, By Marital Status, June 2013:
most Mothers Don't Go Back To The Same Job After They Return From Maternity Leave
figure 16: Age Of Their Child/children When Mothers Go Back To Work, June 2013
figure 17: Age Of The Child/children When Mother Went Back To Work, By Socioeconomic Group, June
2013
playing With Their Children Is Considered Essential By Working And Non-working Moms

figure 18: Those Who Have Spent More Time On Activities In The Last 12 Months, By Age Of
Child/children When Returning To Work, June 2013
time Spent On Activities Related To Being A Mother
key Points
figure 19: Time Spent With Activities Related To Being A Mother In The Last 12 Months, June 2013
looking For Promotions And Discount Is Priority
cooking Dinner Tends To Become More Practical
mothers Scrutinizing Product Content
middle/upper-class Mothers Value Convenient Food, But Spend More Time Playing With Their Children
figure 20: Time Spent With Activities Related To Being A Mother In The Last 12 Months, By
Socioeconomic Group C1, June 2013
figure 21: Time Spent More With Activities Related To Being A Mother In The Last 12 Months, By
Socioeconomic Group, June 2013
mothers With A Higher-education Degree Worry More About Educational Activities, Natural Foods, And
Shop More Online
figure 22: Time Spent On Activities Related To Being A Mother In The Last 12 Months, By Higher
Education Level, June 2013
figure 23: Activites That Mothers Are Spending More Time On In The Last 12 Months, All And By High
figure 24: Agreement With Statement “websites Provide Useful Information About Parenting”,
By Education Level, June 2013
figure 25: Time Spent On Activities Related To Being A Mother In The Last 12 Months, By Higher

changes In Purchasing Habits
key Points
figure 26: Changes In Purchasing Habits After Becoming A Mother, June 2013
with Motherhood, Quality And Trust Become More Important

mothers Are Shopping Less Impulsively
mothers Of Small Children, Especially Those Who Work, Are Becoming More Demanding
figure 27: Changes In Purchasing Habits After Becoming A Mother, In Mothers With Children Up To 2
Years Old, June 2013
mothers Of Teenagers Save And Research More
figure 28: Changes In Purchasing Habits After Becoming A Mother, By Age Of Child/children, June 2013
figure 29: Time Spent With The Activity “looking For Sales/discounts/coupons” After
Motherhood, June 2013

segmentation Analysis – Mothers' Attitudes
key Points
figure 30: Segmentation According To Mothers' Lifestyle, June 2013
under-pressure Moms (26%)
modern And Practical Moms (44%)
super Moms (30%)

appendix – Age Of Child/children
figure 31: Age Of Child/children, June 2013
figure 32: Age Of Child/children, By Demographics, June 2013
figure 33: Age Of Child/children, By Demographics, June 2013

appendix – Current Employment Status
figure 34: Current Employment Status, June 2013
figure 35: Current Employment Status, By Demographics, November 2013
figure 36: Current Employment Status, By Demographics, November 2013

appendix – Marital Status
figure 37: Marital Status, June 2013
figure 38: Marital Status, By Demographics, June 2013
figure 39: Marital Status, By Demographics, June 2013

appendix – Currently Living Situation
figure 40: Current Living Situation, July 2013
figure 41: Current Living Situation, By Demographics, July 2013:

appendix – Access To The Internet
figure 42: Access To The Internet, June 2013

figure 43: Access To The Internet, By Demographics, June 2013
figure 44: Access To The Internet, By Demographics, June 2013

appendix – Youngest Child’s Age When Returning To Work
figure 45: Youngest Child's Age When Returning To Work, June 2013
figure 46: Youngest Child's Age When Returning To Work, By Demographics, June 2013

appendix – Time Spent On Activities After Becoming A Mother
figure 49: Time Spent With Activities After Becoming A Mother, June 2013
figure 50: Time Spent With Activities After Becoming A Mother – Cooking Dinner For My Family,
By Demographics, June 2013
figure 51: Time Spent With Activities Related To Being A Mother – Ordering Take-out Food For My
Family, By Demographics, June 2013
figure 52: Time Spent With Activities Related To Being A Mother – Cooking Dinner For My Family,
By Demographics, June 2013
figure 53: Time Spent With Activities Related To Being A Mother – Looking For Special
Offers/discounts/coupons, By Demographics, June 2013
figure 54: Time Spent With Activities Related To Being A Mother – Do Healthy Activities With My
Child/children (eg Doing Sports, Riding My Bicycle, Etc), By Demography, June 2013
figure 55: Time Spent With Activities Related To Being A Mother – Reading The Content Of Labels
Of Product Packaging At Supermarkets, By Demographics, June 2013
figure 56: Time Spent With Activities Related To Being A Mother – Shopping Online
(grocery/household Products) For My Family, By Demographics, June 2013
figure 57: Time Spent With Activities Related To Being A Mother – Taking My Child/children To
The Cinema, By Demographics, June 2013
figure 58: Time Spent With Activities Related To Being A Mother – Taking Care Of My Own Health
(eg Having A Balance Diet And Exercising), By Demographics, June 2013
figure 59: Time Spent With Activities Related To Being A Mother – Planning Educational Activities
With My Child/children (eg Museums, Theater, Etc), By Demographics, June 2013
figure 60: Time Spent With Activities Related To Being A Mother – Shopping For Convenient Food
Such As Processed Packaged Food (eg Hamburgers, Sausages, Chicken Nuggets, Etc), By Demographics,
June 2013
figure 61: Time Spent With Activities Related To Being A Mother – Seeking Advice/tips On Where
To Shop For Children's Clothes And Accessories, By Demographics, June 2013
figure 62: Time Spent With Activities Related To Being A Mother – Buying Organic Food, By
Demographics, June 2013
figure 63: Time Spent With Activities Related To Being A Mother – Playing With My Child/children
At Home (eg Board Games, Playing With Dolls, Etc), By Demographics, June 2013


appendix – Changes In Purchasing Habits
figure 64: Changes In Purchasing Habits, June 2013
figure 65: Changes In Purchasing Habits, By Demographics, June 2013
figure 66: Changes In Purchasing Habits, By Demographics, June 2013

appendix – Attitudes Toward Motherhood
figure 67: Attitudes Toward Motherhood, June 2013
figure 68: Attitudes Toward Motherhood – It's Hard To Balance Looking After My Children With
Other Areas Of My Life (eg Work, Household Chores Etc), By Demographics, June 2013
figure 69: Attitudes Toward Motherhood – I Feel The Need To Justify Why I Chose To Focus On
Different Areas Of My Life (eg On A Career, Taking Care Of My Children), By Demographics, June 2013
figure 70: Attitudes Toward Motherhood – I Could Contribute More Financially To The Household If
I Spend More Time Focusing On My Career Rather Than Taking Care Of My Children, By Demographics,
June 2013
figure 71: Attitudes Toward Motherhood – Being Available For My Children Is More Important Than
A Career Outside Of The Home, By Demographics, June 2013
figure 72: Attitudes Toward Motherhood – I Am Happy With The Choices I've Made To Balance
Work (eg Household Chores Or Professional Job) And Looking After The Kids, By Demographics, June 2013
figure 73: Attitudes Toward Motherhood – I Would Feel Guilty If I Weren't Able To Spend Much
Time With My Children As Much As I Like, By Demographics, June 2013
figure 74: Attitudes In Relation To Motherhood – I Would Like To Have More Influence On My
Child/children’s Behaviour, June 2013
figure 75: Attitudes Toward Motherhood – It Is Difficult To Find Time To Do Everything I Need To
(eg Cooking Dinner, Doing Household Chores, Picking Up Kids From School, Etc), By Demographics, June
2013
figure 76: Attitudes Toward Motherhood – I Prefer To Take Care Of Household Chores And Children
Myself Rather Than Giving These Responsibilities To Another Person (eg Relatives, Nanny), By
figure 77: Attitudes Toward Motherhood – Parenting Is More Difficult Today Than It Used To, By
figure 78: Attitudes Toward Motherhood – I Would Like To Try To Keep Family Traditions That I
Grew Up With Alive In My Family, By Demographics, June 2013
figure 79: Attitudes Toward Motherhood – Recommendations Of Other Moms About Parenting
Information Are Important To Me, By Demographics, June 2013
Work (eg Household Chores Or Professional Job) And Looking After The Kids, By Demographics, June 2013
figure 81: Attitudes Toward Motherhood – Websites On Motherhood (eg Online Parent Forums)
Provide Useful Information About Parenting, By Demographics, June 2013
figure 82: Attitudes Toward Motherhood – Making Time For My Partner Is Important (eg Having A
Time To Going Out Together), By Demographics, June 2013


appendix – Target Groups/segmentation
figure 83: Target-groups, By Demographics, June 2013
figure 84: Time Spent With Activities Related To Being A Mother, By Target Groups, June 2013
figure 85: Changes In Purchasing Habits, By Target Groups, June 2013
figure 86: Attitudes Toward Motherhood, By Target Groups, June 2013

appendix – Specific Groups By Working Situation
figure 87: Time Spent With Activities Related To Being A Mother – Cooking Dinner For My Family,
By Working Situation And Age Range Of Children/children, June 2013
figure 88: Time Spent With Activities Related To Being A Mother – Ordering Take-out Food For My
Family, By Working Situation And Age Range Of Children/children, June 2013
figure 89: Time Spent With Activities Related To Being A Mother – Entertaining Friends And Family
At Home, By Working Situation And Age Range Of Children/children, June 2013
figure 90: Time Spent With Activities Related To Being A Mother – Looking For Special
Offers/discounts/coupons, By Working Situation And Age Range Of Children/children, June 2013
figure 91: Time Spent With Activities Related To Being A Mother – Do Healthy Activities With My
Child/children (eg Doing Sports, Riding My Bicycle, Etc), By Working Situation And Age Range Of
Children/children, June 2013
figure 92: Time Spent With Activities Related To Being A Mother – Reading The Content Of Labels
Of Product Packaging At Supermarkets, By Working Situation And Age Range Of Children/children, June
2013
figure 93: Time Spent With Activities Related To Being A Mother – Shopping Online
(grocery/household Products) For My Family, By Working Situation And Age Range Of Children/children,
June 2013
figure 94: Time Spent With Activities Related To Being A Mother – Taking My Child/children To
The Cinema, By Working Situation And Age Range Of Children/children, June 2013
figure 95: Time Spent With Activities Related To Being A Mother – Taking Care Of My Own Health
(eg Having A Balance Diet And Exercising), By Working Situation And Age Range Of Children/children,
June 2013
figure 96: Time Spent With Activities Related To Being A Mother – Planning Educational Activities
With My Child/children (eg Museums, Theater, Etc), By Working Situation And Age Range Of
figure 97: Time Spent With Activities Related To Being A Mother – Shopping For Convenient Food
Such As Processed Packaged Food (eg Hamburgers, Sausages, Chicken Nuggets, Etc) By Working Situation
And Age Range Of Children/children, June 2013
figure 98: Time Spent With Activities Related To Being A Mother – Seeking Advice/tips On Where
To Shop For Children's Clothes And Accessories, By Working Situation And Age Range Of
figure 99: Time Spent With Activities Related To Being A Mother – Buying Organic Food, By
Working Situation And Age Range Of Children/children, June 2013
figure 100: Time Spent With Activities Related To Being A Mother – Playing With My Child/children
At Home (eg Board Games, Playing With Dolls, Etc), By Working Situation And Age Range Of

figure 101: Changes In Purchasing Habits, By Working Situation And Child/children's Age, June 2013
figure 102: Changes In Purchasing Habits, By Working Situation And Child/children's Age, June 2013
figure 103: Attitudes Toward Motherhood – It's Hard To Balance Looking After My Children With
Other Areas Of My Life (eg Work, Household Chores Etc), Per Working Situation And Child/children's Age,
June 2013
figure 104: Attitudes Toward Motherhood – I Feel The Need To Justify Why I Chose To Focus On
Different Areas Of My Life (eg On A Career, Taking Care Of My Children), By Working Situation And
Child/children's Age, June 2013
figure 105: Attitudes Toward Motherhood – I Could Contribute More Financially To The Household
If I Spend More Time Focusing On My Career Rather Than Taking Care Of My Children, By Working
Situation And Child/children’s Age, June 2013
figure 106: Attitudes Toward Motherhood – Being Available For My Children Is More Important
Than A Career Outside Of The Home, By Working Situation And Child/children’s Age, June 2013
Work (eg Household Chores Or Professional Job) And Looking After The Kids, By Working Situation And
Child/children’s Age, June 2013
figure 108: Attitudes Toward Motherhood – I Would Feel Guilty If I’m Weren't Able To Spend
Much Time With My Children As Much As I Like, By Working Situation And Age Range Of Children, June
2013
figure 109: Attitudes Toward Motherhood – I Would Like To Have More Influence On My
Child/children's Behavior, By Working Situation And Child/children’s Age, June 2013
figure 110: Attitudes Toward Motherhood – It Is Difficult To Find Time To Do Everything I Need To
(eg Cooking Dinner, Doing Household Chores, Picking Up Kids From School, Etc), By Working Situation
And Child/children’s Age, June 2013
figure 111: Attitudes Toward Motherhood – I Prefer To Take Care Of Household Chores And
Children Myself Rather Than Giving These Responsibilities To Another Person (eg Relatives, Nanny), By
Working Situation And Child/children’s Age, June 2013
figure 112: Attitudes Toward Motherhood – Parenting Is More Difficult Today Than It Used To, By
Working Situation And Child/children’s Age, June 2013
figure 113: Attitudes Toward Motherhood – I Would Like To Try To Keep Family Traditions That I
Grew Up With Alive In My Family, By Working Situation And Child/children’s Age, June 2013
figure 114: Attitudes Toward Motherhood – Recommendations Of Other Moms About Parenting
Information Are Important To Me, By Working Situation And Child/children’s Age, June 2013
Work (eg Household Chores Or Professional Job) And Looking After The Kids, By Working Situation And
Child/children’s Age, June 2013
figure 116: Attitudes Toward Motherhood – Websites On Motherhood (eg Online Parent Forums)
Provide Useful Information About Parenting, By Working Situation And Child/children’s Age, June
2013
figure 117: Attitudes Toward Motherhood – Making Time For My Partner Is Important (eg Having A
Time To Going Out Together), By Working Situation And Child/children’s Age, June 2013


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