47. Are you single?
Estimated Reading Time: 1 minute
While listening to a podcast this week, I learned about an interesting trend marketers should consider in 2025.
The massive growth in single-person households (SPHs) worldwide exceeds the growth rate of all other household types.
Today, there are almost 500 million SPHs, with nearly half this growth in absolute numbers attributable to Asia Pacific.
While this segment is fragmented, there are two distinct types - young households (single young professionals, middle-aged divorcees without dependents) and old households (senior population).
The following observations are broadly valid about their consumer behavior -
SPH optimize their financial decisions for individual goals (e.g., career growth, travel, saving for future).
SPHs seek convenience, portion control, and self-expression.
SHPs are highly connected digitally, spending time on social media, dating apps, entertainment websites etc.
Decisions are made autonomously, without needing to consult others. Therefore they may be more impulsive.
When brands cater to this segment, they keep in mind these needs -
P&G’s larger toilet paper roll called the Forever Roll, lasts for a month and caters to singles living in small spaces with limited storage
Arnold, an American bread brand, offers 10-slice loaves for individuals who want to avoid food waste.
Home appliance companies, such as Bosch, are reducing the size of their appliances to accommodate small homes and apartments.
SoloTraveller has created apps for single travelers to connect with others.
SnugSafe is a daily check-in app that can send notifications to receive help quickly.
Ironically, while the world is becoming more digitally connected, the rise of SPHs means increased isolation. Their purchase decisions are often triggered by emotions such as family memories, to combat loneliness, to feel empowered, and for self-care.
Therefore, when marketing to this segment, it would be essential to identify the proper emotional resonance to communicate. Think Don Draper and his advice on tapping into nostalgia - perfect for this segment!
