Research: Concerning the Market

Changing lifestyles and social attitudes during the last two decades - including the trend for delaying marriage, greater acceptance of single parenthood, and a higher incidence of divorce and separation - have meant that the number of single adults has been rising steadily.
The last Mintel Special Report to focus on the Singles Market, published in 2003, looked specifically at younger one person households (in the 20-54 age range); prior to that, the 2001 Marketing to Singles report concentrated on the 'free and single' - unmarried people aged between 15 and 54 with no children living with them.
Other recent changes in society have included the phenomenon of 'extended adolescence', with many young people being dependent on their parents, to a greater or lesser degree, until they are well into their twenties (see Mintel's 2003Special Report Selling to, and Profiting from, the under 25s. At the other end of the age range, those in their 50s and 60s are staying 'younger longer' [as discussed in the 2004 Special Report on Selling to, and Profiting from, the Over 50s.]. It is for these reasons that this report looks at a slightly older single population, in the 25-70 age range. 'Singles' are defined by living arrangements rather than legal marital status, encompassing all who are neither married nor living with a partner - including those living on their own; in single-parent households; with their parents; or in shared accommodation with friends or other unrelated adults.
The report is based largely on specially-commissioned consumer research undertaken by NOP in November-December 2004, among a sample of 5,161 adults aged over 18, including 1,039 who are neither married nor cohabiting, and are in the 25-70 age range. In addition there is extensive re-analysis of findings from BMRB's Target Group Index Survey (TGI) for 2004, also focusing on singles in this age group, with comparisons made with married or cohabiting adults in the same age group.

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