Single Living: How Atomisation - The Rise of Singles and One-person Households - Is Affecting Consumer Purchasing Habits
Euromonitor International's Single Living: How Atomisation - The Rise of Singles and One-person Households - Is Affecting Consumer Purchasing Habits Strategy Briefings is a series of reports that alert you to global trends predicted to influence consumer markets. They offer insight to changing market conditions and the opportunities and challenges companies need to consider to maintain a competitive advantage
Chapters: 7 | Tables: 36 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
EXECUTIVE SUMMARY
DEMAND FACTORS
Summary 1 Drivers and Constraints of Single Living
CHANGING HOUSEHOLD STRUCTURES
Household size
Chart 1 % Households by Type 2002/2007
Trends in marital status
Chart 2 Global Population by Marital Status 2007
CONSUMER CHARACTERISTICS
CONSUMER MARKET TRENDS
Table 1 Trends in Key Markets 2002/2007
FUTURE TRENDS
Chart 3 Forecast % Single Households in Selected Markets 2007/2012
INTRODUCTION
Breakdown of the family structure
Single-person households on the rise
Opportunities for marketers
DRIVERS AND CONSTRAINTS
HOUSEHOLD GROWTH
Chart 4 Household Versus Population Growth by Country 2002/2007
HOUSEHOLD SIZE
Nuclear versus extended family
Occupants per household
Table 2 % Households by Size (Global) 2002-2007
Table 3 Average Number of Occupants per Household in Selected Markets 2002-2007
HOUSEHOLD STRUCTURES
Table 4 % Households by Type 2002-2007
Two-person households
Single-person households
Table 5 % Single Households in Selected Markets 2002-2007
BIRTH AND MARRIAGE RATES
Birth rates
Table 6 Birth Rates in Selected Countries 2002-2007
Marital status
Table 7 Global Population by Marital Status 2002/2007
Table 8 Marriage Rates in Selected Countries 2002-2007
FURTHER EDUCATION
More students than ever
British students face high fees
WORKING WOMEN
Women work more but still earn less
Chart 5 Women as % Total Employed Population in Selected Countries 2007
HOUSING TRENDS
The boom period
The bursting of the bubble
New construction
Table 9 New Dwellings Completed in Selected Markets 2002-2007
Shift to apartments
Chart 6 % Apartments of Total Housing in Selected Markets 2002/2007
HOME OWNERSHIP
Americans and Britons buy young
French and Germans prefer to rent
Young people taking out mortgages in emerging markets
Chart 7 % Households by Tenure in Selected Markets 2007
ENVIRONMENTAL IMPACT OF MORE HOUSEHOLDS
Smaller households consumer more resources per capita
Co-housing deemed more eco-friendly
RISING COSTS OF SINGLE LIVING
Singles feel penalised
Average incomes higher...
...but costs higher too
URBANISATION
Cities have highest density of single dwellers
Urban population surpasses 50% mark
Urban density highest in Australia
Chart 8 Urban Households as a % of the Population in Selected Countries 2007
COMMUNICATIONS AND ENTERTAINMENT
Overview
Social networking sites
Table 10 Worldwide User Numbers for Social Networking Websites
Table 11 World Region Profiles for Leading Social Network Sites 2007
Mobile phones
Video games and MMPRGs
Men's magazines
THE SINGLE CONSUMER
TYPES OF SINGLE
A varied consumer base
Socialising and personal appearance take priority
THE EMPOWERED WOMAN
"Freemales" single through lifestyle choice
Single boomers go solo
THE METROSEXUAL
Boosting the male grooming sector
SHOPPING HABITS
Grocery shopping
Buying for the home
IMPACT ON CONSUMER MARKETS
PACKAGED FOOD
Ready meals
Table 12 Global Sales of Ready Meals by Sector 2002-2007
Single portion foods
DOMESTIC APPLIANCES
Compact appliances – new product developments
Summary 2 Compact Domestic Appliances: New Products Launched in 2007-2008
Microwaves essential for single living
Table 13 Global Sales of Microwaves 2002-2007
Men in the kitchen
PORTABLE CONSUMER ELECTRONICS
Mobile TV
The arrival of iPhone
Table 14 Global Sales of Mobile Phones and Portable Media Players 2002-2007
CONSUMER FOODSERVICE
Young males enjoy a burger (or two)
Fast food – bakery versus burgers
Coffee shops a good place to socialise
Table 15 Global Sales of Selected CFS Sectors 2002-2007
TRAVEL AND TOURISM
Single travel
Gap year travel
AUTOMOTIVES
Forbes identifies Best Cars for Singles
Kei cars for Japanese singles
SHIFTS IN MAJOR MARKETS
AUSTRALIA
Demographic trends
Table 16 Australia: Key Data 2002/2007/2012
Chart 9 Australia: Households by Type 2007
Consumer characteristics
Market trends
Table 17 Australia: Key Market Trends 2002/2007
FRANCE
Demographic trends
Table 18 France: Key Statistics 2002/2007/2012
Chart 10 France: Households By Type 2007
Consumer characteristics
Market trends
Table 19 France: Key Market Trends 2002/2007
GERMANY
Demographic trends
Table 20 Germany: Key Statistics 2002/2007/2012
Chart 11 Germany: Households By Type 2007
Consumer characteristics
Market trends
Table 21 Germany: Key Market Trends 2002/2007
JAPAN
Demographic trends
Table 22 Japan: Key Statistics 2002/2007/2012
Chart 12 Japan: Households by Type 2007
Consumer characteristics
Market trends
Table 23 Japan: Key Market Trends 2002/2007
SWEDEN
Demographic trends
Table 24 Sweden: Key Statistics 2002/2007/2012
Chart 13 Sweden: Households by Type 2007
Consumer characteristics
Market trends
Table 25 Sweden: Key Market Trends 2002/2007
UK
Demographic trends
Table 26 UK: Key Statistics 2002/2007/2012
Chart 14 UK: Households by Type 2007
Consumer characteristics
Market trends
Table 27 UK: Key Market Trends 2002/2007
US
Demographic trends
Table 28 US: Key Statistics 2002/2007/2012
Chart 15 US: Households by Type 2007
Consumer characteristics
Market trends
Table 29 US: Key Market Trends 2002/2007
FORECASTS
TRENDS TO WATCH
Further atomisation expected
Opportunities for marketers
Economic pressures to continue
How will this affect singles?
Targeted marketing
Living spaces will decline
Communications will remain crucial
MARKET FORECASTS
Households by type
Table 30 Forecast % Households by Type 2007-2012
Single households by country
Table 31 Forecast % Single Households in Selected Markets 2007-2012
Marital status
Table 32 Forecast Population with "Single" Marital Status in Key Countries 2007-2012
Table 33 Forecast % Population with "Single" Marital Status in Key Countries 2007-2012
Market trends
Table 34 Forecast Global Sales in Key Markets 2007-2012