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The Time-Pressed Consumer - Brazil

Published OnJun, 2013
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Cement: 2014 Market Review and Forecast
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“The Brazilian population is feeling the impact of its country’s economic development in its daily routine, which is becoming increasingly filled with responsibilities and work. Working mothers are the most overloaded; they are meeting professional challenges, doing most of the housework, trying to care for the children, and have almost no leisure time for themselves, which is driving the demand for beauty and wellness products.”

This study will answer the following questions:

Which Brazilians are busiest right now? What are their consumption characteristics and main habits?
How do Brazilians allocate their time in the daily routine? What are the main difficulties they face in the busy life brought about by Brazil’s economic development?
How is the need to save time generating convenient eating and buying habits? What are these habits?
To what extent is convenience being made a priority over health? Is it possible to align convenience with healthy factors?

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The issues
Time allocation in the Brazilian daily routine
Figure 1: Average time spent on a weekday on principal daily activities, by gender, November 2012
The busy life encourages convenient health habits
Figure 2: Eating habits, by selected age and gender, November 2012
Health and the busy lifestyle
Figure 3: Agreement with the statement “Because of my busy lifestyle, I don’t take as good care of myself as I should,” November 2012
The busy lifestyle of Brazilians—Target Groups
Figure 4: Busy lifestyles consumer target groups, November 2012
What we think
TIME ALLOCATION IN THE DAILY BRAZILIAN ROUTINE
Key points
More work, less leisure time
Figure 5: Average time spent on a weekday on principal daily activities, by gender, November 2012:
Figure 6: Average amount spent on leisure each day, by age and gender, November 2012
Figure 7: Selected attitudes toward busy lifestyles, by gender, November 2012
Brazilians go to great lengths to keep their homes tidy
Figure 8: Average time spent on a weekday on chores and leisure time, by gender, November 2012
Figure 9: Women’s agreement with the statement “I usually spend my weekends doing housework,” by age and socioeconomic groups, November 2012
Socioeconomic status affects the amount of time spent on household chores
Figure 10: Agreement with the statement “I usually spend my weekends doing housework,” by socioeconomic group, November 2012
Brazilians waste a lot of time in traffic
Figure 11: Average time spent commuting to and from work every day, by selected cities, November 2012
Traffic causes stress, especially in parents
Figure 12: Attitudes toward busy lifestyles, November 2012
THE BUSY LIFE ENCOURAGES CONVENIENT EATING HABITS
Key points
On-the-go meals are gaining in popularity
Figure 13: Eating habits, by selected age and gender, November 2012
Figure 14: Agreement with the statement “Eating junk food is something you can do every day,” by selected gender and age groups, November 2012
Lack of time encourages purchases based on convenience
Figure 15: Agreement with the statement “I tend to shop close to home or work because of lack of time,” by selected age and gender groups, November 2012
Figure 16: Shopping habits, by selected age and gender groups, November 2012
Older adults try to resist fast food
Figure 17: Agreement with the statement “It’s important for me to spend time preparing home-cooked meals,” by selected age and gender groups, November 2012
Figure 18: Agreement with the statement “I prefer to eat food prepared fresh/freshly made,” by selected age and gender groups, November 2012
HEALTH AND BUSY LIFESTYLES
Key points
The hectic routine means personal health and wellness come second
Figure 19: Agreement with the statement “because of my busy lifestyle, I don’t take as good care of myself as I should,” November 2012
Figure 20: Agreement with the statement “After spending most of the day away from home I can’t motivate myself to go out in the evening,” November 2012
Figure 21: Attitudes toward haircare, by gender, November 2012
Older Brazilians prioritize making the most of their weekends
Figure 22: Agreement with the statement “I try to wake up early on the weekends to make the most of the day,” by gender and age, November 2012
Figure 23: Attitudes toward healthy lifestyle habits, June 2012
Figure 24: Agreement with the statement “I would like to exercise regularly but don’t have time,” by selected age groups, November 2012
THE BUSY LIFESTYLE OF BRAZILIANS – TARGET GROUPS
Key points
Figure 25: Busy lifestyles consumer target groups, November 2012
Busy and focused on household (29%)
Busy and having fun with technology (27%)
Trying to relax (23%)
Busy and focused on work (21%)
APPENDIX – CURRENT WORKING SITUATION
Figure 26: Current working situation, November 2012
Figure 27: Most popular current working situation, by demographics, November 2012
Figure 28: Next most popular current working situation, by demographics, November 2012
APPENDIX – AVERAGE TIME SPENT ON MAIN DAILY ACTIVITY
Figure 29: Average time spent on main daily activity, November 2012
Figure 30: Average time spent on main daily activity, by demographics, November 2012
Figure 31: Average time spent on main daily activity, by demographics, November 2012
APPENDIX – SHOPPING BEHAVIORS
Figure 32: Shopping behaviors, November 2012
Figure 33: Most popular shopping behaviors, by demographics, November 2012
Figure 34: Next most popular shopping behaviors, by demographics, November 2012
APPENDIX – ATTITUDES TOWARD LIFESTYLE
Figure 35: Attitudes toward lifestyle, November 2012
Figure 36: Agreement with the statements “I would like to spend more time with my family and friends” and “I try to find the time for regular family activities,” by demographics, November 2012
Figure 37: Agreement with the statements “After spending most of the day away from home I can’t motivate myself to go out again in the evening to meet friends” and “I get my news online rather than printed newspapers or magazines,” by demographics, November 2012
Figure 38: Agreement with the statements “Technology resources such as mobile phones and the internet make my life seem busier” and “I spend more time on the internet than meeting friends in person,” by demographics, November 2012
Figure 39: Agreement with the statements “At the end of a working day, I am usually too exhausted to spend much time on leisure activities” and “I have a little dedicated time to leisure and entertainment,” by demographics, November 2012
Figure 40: Agreement with the statements “It seems like I spend more time in traffic nowadays than I spent in the past” and “I try to get up early on weekends to make the most of the day,” by demographics, November 2012
Figure 41: Agreement with the statements “My weekends are usually spent doing housework” and “I would like to do regular physical activity but don’t have the time,” by demographics, November 2012
Figure 42: Agreement with the statement “Because of my busy lifestyle, I don’t take care of myself as well as I should,” by demographics, November 2012
Figure 43: Agreement with the statements “I would like to spend more time with my family and friends” and “I try to find the time for regular family activities,” by demographics, November 2012
Figure 44: Agreement with the statements “After spending most of the day away from home I can’t motivate myself to go out again in the evening to meet friends” and “I get my news online rather than printed newspapers or magazines,” by demographics, November 2012
Figure 45: Agreement with the statements “Technology resources such as mobile phones and the internet make my life seem busier” and “I spend more time on the internet than meeting friends in person,” by demographics, November 2012
Figure 46: Agreement with the statements “At the end of a working day, I am usually too exhausted to spend much time on leisure activities” and “I have a little dedicated time to leisure and entertainment,” by demographics, November 2012
Figure 47: Agreement with the statements “It seems like I spend more time in traffic nowadays than I spent in the past” and “I try to get up early on weekends to make the most of the day,” by demographics, November 2012
Figure 48: Agreement with the statements “My weekends are usually spent doing housework” and “I would like to do regular physical activity but don’t have the time,” by demographics, November 2012
Figure 49: Agreement with the statement “Because of my busy lifestyle, I don’t take care of myself as well as I should,” by demographics, November 2012
APPENDIX – EATING HABITS
Figure 50: Eating habits, November 2012
Figure 51: Most popular eating habits, by demographics, November 2012
Figure 52: Next most popular eating habits, by demographics, November 2012
APPENDIX – BUSY LIFESTYLES – TARGET GROUPS
Figure 53: Target groups, November 2012
Figure 54: Target groups, by demographics, November 2012
Figure 55: Target groups, by demographics, November 2012
Figure 56: Target groups, by demographics, November 2012
Figure 57: Average time spent on main daily activity, by target groups, November 2012
Figure 58: Shopping behaviors, by target groups, November 2012
Figure 59: Attitudes toward lifestyle, by target groups, November 2012
Figure 60: Eating habits, by target groups, November 2012

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