Germany Single Lifestyles Consumer Report 2024
£ 2,195 (Excl.Tax)
Report Summary
There is a stark contrast between how true singles see themselves and how society perceives them; for instance, only 21%of true singles see themselves as lonely vs 39% of all Germans. This offers brands a significant opportunity to invest and market products and services in line with true singles’ self perception.
Singles are more vulnerable to inflation, with 57% of them experiencing that the cost of living crisis has made life for singles more expensive than for non-singles. This financial strain suggests singles may reduce their spending. Brands can help by offering smaller packaging (ie for fresh produce and perishables) making it easier for singles to buy only what they need.
Singles are a rapidly growing demographic in Germany, a vast untapped market that brands cannot afford to dismiss. 44% of singles show an interest in products designed specifically for their lifestyle, such as tailored travel experiences for solo travellers.
Singles crave real-life connections in both leisure and dating, with 74% of true singles looking for a relationship prefering to meet partners face-to-face, likely due to online dating frustrations. While dating apps are adapting, brands can step in by hosting events like sports classes to foster genuine interactions.
This report looks at the following areas:
- Perception of true singles in German society and how true singles see themselves and other true singles
- Personal priorities in the next 12 months
- Proportion of singles who have tried to find/have found a partner in the last 12 months
- Where Germans have met/tried to meet a partner
- Selected behaviours of singles in Germany
- Lifestyle behaviours of true singles
- Attitudes towards single lifestyle
Singles in Germany are a growing demographic that brands cannot afford to dismiss. Providing customised products and services like dating apps that foster real-life connections or packaging that celebrates self-love will appeal.
Silke Lambers, Principal Analyst – Fashion, Germany
Table of Contents
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- Definitions of relationship statuses used in this report
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EXECUTIVE SUMMARY
- Market context
- Singles face additional financial burdens
- Graph 1: current financial situation, by marital status, 2024
- Number of single households* expected to continue rising
- Graph 2: (projected) single households, 2020-40
- Cater to the needs of the growing number of older singles
- Graph 3: marital status, by generation, 2024
- Opportunities
- Understand how true singles perceive themselves
- Meet the desire for real-life connections
- Promote self-love among true singles – especially younger ones
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MARKET DRIVERS
- The German economy
- 2024 remains challenging
- Graph 4: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers' finances…
- …confidence and expenditure
- Graph 5: financial confidence index, 2022-24
- Impact of the economy on single lifestyles
- The impact of the economy on singles' finances
- Graph 6: current financial situation, by marital status, 2024
- Single households: half the size, but not half the costs
- Graph 7: marital status, by monthly household net-income, 2024
- The financial impact of the 'singles tax'
- The rise of single households in Germany
- Germans live alone above the European average
- Single households* projected to further increase
- Graph 8: (projected) single households, 2020-40
- Germany's shift towards later and fewer marriages
- Graph 9: number of weddings per year and average age at wedding for single Germans, 1950-2023
- Ageing society
- The composition of singles changes per generation…
- Graph 10: marital status, by generation, 2024
- …and the number of best-agers is rising
- Graph 11: population structure by age, 2022-30
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WHAT CONSUMERS WANT AND WHY
- Defining singles
- Current marital and relationship status
- Graph 12: current marital status, 2024
- Graph 13: current relationship status of singles, 2024*
- Singles: gender ratio vs age distribution
- Graph 14: current relationship status, by generation – NET, 2024
- Graph 15: current relationship status, by gender – NET, 2024
- How singles describe themselves
- Differences in how various types of singles see themselves
- Graph 16: how singles describe themselves, by relationship status, 2024
- Address singles as a multi-dimensional group…
- …while understanding their unique situations
- Enhance singles' shopping experiences with personalised support
- Perception of true singles in German society
- The lonely true single is a stigma that is hard to overcome
- Graph 17: perception of true singles in German society, 2024
- True singles' perception gap
- Graph 18: perception of true singles by relationship status, 2024
- Overcome true single stereotypes in marketing
- Understand true singles' views on family
- Redefining relationships in advertising
- Offer flexible payment plans to engage with cautious true singles
- Personal priorities in the next 12 months
- Physical health is a top priority for singles
- Graph 19: priorities of singles in the next 12 months, 2024
- Connect true singles through active experiences
- Parship highlights common sports interests in campaign
- Push smart financial strategies to secure female true singles' futures
- Help singles foster personal connections
- Promote healthy dating for mental health
- Bridge the gap between online and real life
- Proportion of singles who have tried to find/have found a partner in the last 12 months
- Craft campaigns that resonate with singles' diverse typologies
- Graph 20: proportion of singles who have tried to find/have found a partner in the last 12 months, 2024
- Host inclusive events to engage Germany's growing solo parents community
- Encourage busy single parents to create a bit of magic for themselves
- Where Germans have met/tried to meet a partner
- Most singles have met/tried to meet a partner
- Graph 21: where singles have met/tried to meet a partner in the last 12 months, 2024
- Free dating apps are the first choice
- Approach single men with innovative concepts
- Graph 22: repertoire of number of ways singles have met/tried to meet a partner in the last 12 months, 2024
- Tinder Swipe Night
- Free dating apps fall short in delivering relationships
- Graph 23: where consumers have met/tried to find a partner in the last 12 months, by relationship status, 2024*
- Designed to be deleted?
- Lifestyle behaviours of true singles
- True singles want freedom and real life experiences
- Graph 24: selected behaviours of true singles, 2024
- Offer tailored travel experiences for true singles
- Promote self-discovery and personal growth by advocating for adventures
- Guide singles to face-to-face quality time
- Romance – just not like in the movies
- Unlock new (beauty) experiences for true singles
- Younger true singles feel pressure of being in relationships
- Attitudes towards single lifestyles
- Connect with singles through offerings that ease the challenges of single life
- Graph 25: agreement with selected attitudes toward single lifestyles, by relationship status, 2024
- Singles are more likely to be affected by the high cost of living
- Graph 26: effect of the financial crisis over the last two months, by relationship status, 2024
- Unlock the singles market with tailored products and services
- Get creative when connecting products to relationship topics
- Design social gatherings for singles seeking fulfilment
- Motivate younger true singles to recognise the value of self-love
- Portray solo seniors as confident
- Graph 27: proportion of singles who have tried to find/have found a partner in the last 12 months, by generation, 2024
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
- Erase Valentine's day campaign
- Coffee Shop dating show
- Lovetopia by Parship
- Tinder, Bill Kaulitz and Lambda launch joint awareness campaign
- Bounty includes older singles in advertising
- Price-driven advertising likely to resonate with singles
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APPENDIX
- Abbreviations
- Consumer research methodology
- A note on language
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