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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
The market for single consumers in Germany is a rapidly growing sector, offering numerous growth opportunities that remain untapped. True singles in Germany crave products and services that are tailored specifically to them, such as solo travel packages.
Market for Single Consumers in Germany – Current Landscape
Single consumers are more vulnerable to inflation, as they suffer more from high prices compared to consumers who are able to split the bills with their partner. As a result, singles may reduce their spending. To alleviate this change in consumer behaviour, brands can offer smaller packaging for products such as fresh produce.
Due to singles representing a rapidly growing demographic, the market for single consumers in Germany presents untapped opportunities that brands cannot afford to dismiss. Mintel’s study shows that consumers who are single show interest in products designed specifically for their lifestyle, e.g. tailored travel experiences for solo travellers.
When looking for a partner, singles crave real-life connections and prefer 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.
Single Lifestyles in Germany – Market Statistics
- Single Lifestyles in Germany: There is a stark contrast between how true singles see themselves and how society perceives them, with only 21% of singles perceiving themselves as lonely vs almost 40% of all Germans.
- Market for Single Consumers in Germany: 74% of true singles in Germany looking for a relationship prefer to meet partners face-to-face.
- Market Analysis of Single Lifestyles in Germany: 47% of true singles in Germany think brands should provide more options specifically for singles, e.g. solo travel offers.
Market Analysis of Single Lifestyles in Germany – What’s Inside?
Key Topics Analysed in this Report
- The 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 (lifestyle) behaviours of singles in Germany.
- Consumer attitudes towards single lifestyles in Germany.
Meet the Expert Behind the Analysis
This report was written by Silke Lambers, Principal Analyst. Silke joined Mintel in 2022, writing about fashion and retail trends in Germany as a Senior Research Analyst. Prior to this she was a trend forecaster, journalist, and analyst for agencies and companies in the US, UK, France, and Germany. Silke holds a Master’s degree in Fashion Engineering and Design.
Download Report SummarySingles 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 to consumers.
Silke Lambers
Principal Analyst – Fashion, Germany
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