2021
9
UK Single Lifestyles Market Report 2021
2021-05-20T04:09:45+01:00
OX1044893
2195
138477
[{"name":"Consumer Lifestyles","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-lifestyles"}]
Report
en_GB
“There can be little doubt that singles were amongst the hardest hit by UK lockdowns; loneliness levels shot up due to the significant impact they had on both social and…

UK Single Lifestyles Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Single Lifestyles market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic brought massive challenges to the social and dating lives of singles, with lockdowns and stay-at-home orders forcing many non-essential businesses to close. With many forced to remain at home, there were increased feelings of loneliness and isolation, with 71% of singles saying they have been actively looking to find a partner in the last 12 months.

Because of the limits to socialisation throughout 2020 and into 2021, more singles moved to socialise and date in virtual spaces. 43% of those looking for a partner have reported using a free dating app as a way of connecting with other singles. However, with 72% of singles reporting having more freedom without a partner, and 68% saying it is no longer taboo to be single, finding a partner is no longer seen as essential.

As the pandemic lifts, socialisation and face-to-face dating will return. This provides big opportunities for foodservice, leisure and entertainment sectors which have struggled from the lockdowns. There are other further opportunities for dating apps and platforms to help build up trust in their userbase, especially around the safety issues of meeting strangers online.

Read on to discover more details or take a look at all of our UK Leisure Time market research.

Quickly understand

  • The impact of COVID-19 on single lifestyles.
  • How people find a partner.
  • The best place to meet a potential partner.
  • Changing attitudes towards being single.
  • Confidence in doing activities alone.
  • Lifestyle changes in the last year.

Covered in this report

Brands: Bumble, Tinder, CJ CGV, Lululemon, Sweaty Betty, Muddy Matches.

Expert analysis from a specialist in the field

Written by Katie Martin, a leading analyst in the Lifestyles and Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

There can be little doubt that singles were amongst the hardest hit by UK lockdowns; loneliness levels shot up due to the significant impact they had on both social and dating lives. In a post-lockdown society consumers are keen to once again experience face-to-face meetings. Marketers must ensure that in the coming months and years, they are able to highlight the central role their products and services can play in the resocialisation of society. Attitudes towards being single are also changing with a proportion of singles now prioritising their friendships over potential relationships, and relishing in the freedom single life brings them. Brands and services must therefore ensure they appeal to this group by not only focusing on romantic relationships but also platonic ones.

Katie Martin
Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
          • COVID-19: market context
            • Economic and other assumptions
            • Executive Summary

                • Impact of COVID-19 on single lifestyles
                  • Figure 1: Short, medium and long-term impact of COVID-19 on lifestyles of singles, March 2021
                • The market
                  • Younger consumers more likely to be single than their older counterparts
                    • Figure 2: Marital status (England), by age, July 2019
                  • Rise in divorce rates forecast as lockdown sees advice queries rise
                    • The consumer
                      • Not all singles are actively looking for a partner
                        • Figure 3: Proportion of singles who have actively sought a partner in the last 12 months, by gender, July 2017-January 2021
                      • Dating apps reigned supreme during 2020
                        • Figure 4: Activities people have done to find a partner in the past year, January 2021
                      • The return to face-to-face
                        • Figure 5: Perceived best place to meet a potential partner, January 2021
                      • Single is no longer perceived as a bad thing
                        • Figure 6: Attitudes towards being single, January 2021
                      • Males more confident alone than females
                        • Figure 7: Levels of confidence in doing activities independently, by gender, January 2021
                      • Brands can match those with similar hobbies as skills
                        • Figure 8: Changes to lifestyle made as a result of the COVID-19 outbreak, January 2021
                    • Issues and Insights

                      • Attitudes towards being single are no longer wholly negative
                        • As restrictions are lifted, singles crave real-world opportunities to meet people
                          • Safety concerns surrounding online dating
                          • The Market – Key Takeaways

                            • Younger consumers most likely to be single
                              • Rise in divorce rates forecast as lockdown sees advice queries rise
                                • Financial situation of singles improves with age
                                • Market Drivers

                                  • Younger consumers most likely to be single
                                    • Figure 9: Marital status (England), by age, July 2019
                                  • Rise in divorce rates forecast as lockdown sees advice queries rise
                                    • Figure 10: Number of marriages and divorces of opposite-sex couples, England and Wales, 1950-2018^
                                  • The proportion of single-parent families falls
                                    • Figure 11: Families in the UK with dependent children, by family type, 2000-20
                                  • An increase in the number of one-person households
                                    • Figure 12: UK households, by size, 2010-20
                                  • Financial situation of singles improves with age
                                    • Figure 13: Financial situation of consumers, by marital status, January 2021
                                  • Older singles most likely to own their own home
                                    • Figure 14: Housing status, by age, January 2021
                                  • Scepticism surrounding dating apps
                                  • The Consumer – Key Takeaways

                                    • Not all singles are on the lookout for love
                                      • Free online dating reigned supreme during 2020…
                                        • …but real-world meet-ups deemed the best way to meet prospective partners
                                          • Female singles less confident than their male counterparts
                                            • Singles feel the financial pinch
                                              • Brands can match those with common interests
                                              • Impact of COVID-19 on Single Lifestyles

                                                • Anxiety tracks case levels
                                                  • Figure 15: Mintel COVID-19 exposure anxiety and lifestyle impact index, 28 February 2020-5 May 2021
                                                • Dating app taps into vaccination status
                                                • Proportion of Singles Looking for a Partner

                                                  • Not all singles are actively seeking love
                                                    • Figure 16: Proportion of singles who have actively sought a partner in the last 12 months, by gender, July 2017-January 2021
                                                  • Older singles are less likely to look for love…
                                                    • Figure 17: Proportion of singles who have actively sought to find a partner in the last 12 months, by age and gender, January 2021
                                                  • …whilst younger consumers are more active in their search for love
                                                  • Best Place to Meet a Potential Partner

                                                    • Sliding into the DMs: dating apps reigned supreme during 2020
                                                      • Figure 18: Activities people have done to find a partner in the past year, January 2021
                                                    • Bumble’s ‘Time to Connect’ campaign depicts the realities of dating during lockdown
                                                      • Figure 19: Bumble Time to Connect campaign, 2020
                                                    • Real-world social events deemed the best places to meet prospective partners
                                                      • Figure 20: Perceived best place to meet a potential partner, January 2021
                                                    • Safety issues make females more cautious about dating apps
                                                      • Figure 21: Perceived best place to meet a potential partner on a dating app, by age and gender, January 2021
                                                    • Meeting over social media is not a problem for younger singles
                                                      • Figure 22: Perceived best place to meet a potential partner, by age, January 2021
                                                  • Attitudes towards Being Single

                                                    • Single is no longer perceived as a bad thing
                                                      • Tinder #SingleNotSorry campaign
                                                        • Figure 23: Attitudes towards aspects of single lifestyles, January 2021
                                                      • Single life still brings challenges…
                                                        • …particularly when it comes to money
                                                          • Figure 24: Agreement with the statement ‘Life’s more expensive when you’re single’, by age within gender, January 2021
                                                        • Younger singles more likely to focus on their career than looking for love
                                                          • Figure 25: Agreement with the statement ‘Being single means I can focus on my career more’, by age, January 2021
                                                        • Thursday app provides a solution for time-poor singles
                                                        • Confidence in Doing Activities Alone

                                                          • Singles are happy to travel alone both at home and abroad
                                                            • Figure 26: Levels of confidence in travelling independently, January 2021
                                                          • Singles confident doing things alone, but cost may act as a barrier
                                                            • Figure 27: Levels of confidence in doing activities independently, January 2021
                                                          • Single women less confident doing activities alone
                                                            • Figure 28: Levels of confidence in doing activities independently, by gender, January 2021
                                                        • Lifestyle Changes in the Last Year

                                                          • 12% of singles have ended their relationship since the COVID-19 outbreak
                                                            • Brands can match those with similar hobbies as skills
                                                              • Figure 29: Changes to lifestyle made as a result of the COVID-19 outbreak, January 2021
                                                            • Singles get pets for company
                                                              • Figure 30: Proportion of adults who got a pet or considered getting a pet as a result of the COVID-19/coronavirus outbreak, by marital status, January 2021
                                                            • Opportunities for brands to match potentially lonely singles who are new to an area
                                                              • Figure 31: Proportion of single adults who have moved to a new area, or considered doing so, in the UK as a result of the COVID-19/coronavirus outbreak, by age, January 2021
                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                              • Consumer research methodology

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