An Economy of Single Consumers

In Italy, nearly a third (33.2%) of the 25.6 million households consists of a single member. This represents the foremost type of family unit, followed by households composed of two members (25%). Single-member households generally feature young individuals, single parents or, above all, elderly people living alone. The increase in the average age of the population, which in Italy is among the highest in the world (second only to Japan), has led to an increase in single-member households in recent decades. Individuals who live alone have very different needs in terms of consumer and individual needs, determining the emergence of new consumption styles. They represent an increasingly relevant target for all companies producing and distributing consumer goods and services.

Through a careful analysis of the assortments offered by supermarket chains, it is possible to observe how single-portion products and packaging have increased significantly in importance, to allow for convenient fractional consumption. These packages, among other things, are also very useful for households with multiple members, for their use on different occasions: think of snacks that can be taken to office or school or the possibility of using single portions of food to prepare while working from home.

Along the trend in single-portion products, the segment of ready-to-eat products, for instance ready-made meals and delicatessen foods, is also growing in step. In fact, there is a tendency to cook less and less and saving time in preparing meals is seen as a benefit that is sought today not only by singles. The development of single-portion and ready-to-eat products represents an increasingly interesting segment for retail companies.

The world of loyalty promotions is also adapting to reconcile itself with the demographic shift we are experiencing. In the past, it was natural to have the possibility of earning with points a set of plates and glasses suitable for a family of three or four. Today, the needs of singles require the possibility of obtaining individual pieces more quickly, without having to wait to collect all the coupons necessary. Even discounts (for example those found on flyers), traditionally reserved for standard packages or family packs, should also be extended to single portions, in order to attract the singles target. Also for this reason, some retail chains have experimented with methods that allow the individual customer to compose, with their own app or in store, the basket of goods to purchase during promotions. Singles’ consumption is reflected not only in perishable products, but also in durables. Consider, for example, the shrinking in the average size of homes, with a growing demand for smaller-sized appliances, to meet the needs of this target. Often, in the reduction of the size of residential properties, the area sacrificed is precisely that of the kitchen (along with the bathroom), with the provision of 'essential' kitchenettes allowing for the easy discovery of ready-to-eat foods. The absence of the traditional kitchen room is a further reason that leads to the increasingly frequent purchase of ready-to-eat meals. From a sustainability perspective, this trend could lead to a reduction in food waste, which is a major problem in our country. On the other hand, there is an increase in single-portion packaging waste, which should be made more easily recyclable.

Even in terms of services, the single target shows specific needs. As regards the elderly, just think of health services, which often need to be provided in the patient's home, with a strong development today of homecare provided by clinics and pharmacies. Senior citizens are also those who hold most of the nation’s wealth and assets; therefore, they represent an interesting target for companies that offer financial services for asset management and protection. Even in terms of goods retailing, these targets prefer commercial formats based on proximity, such as minimarkets and convenience stores, instead of big-box stores that are more difficult to reach, such as hypermarkets in malls.

Let us remember that the Italian peak in births occurred in 1964, with 1,035,000 new births (in 2024 they were just over a third of that figure). These people are now sixty-year-olds, and in the coming years will determine a boom in the senior demographic of the population, increasing consumption in the product categories of the silver economy and the incidence of single-member households. The relevance of this demographic would require more detailed analysis by marketers, so as to identify latent needs before they manifest themselves explicitly, in order to meet them adequately ahead of the competition.