Lifestyles of Single Americans Consumer Report 2023

This report explores the lifestyles of single Americans. Use Mintel’s raw consumer statistics to gain fresh insight into what this demographic segment looks like, what they’re doing, what they want, and more. Below, we summarize the key topics covered and offer hand-selected insights from the report.

Key Topics Covered

• Current relationship status and satisfaction.
• Incidence of partner search among singles.
• Elements that influence personal identity.
• Life priorities for the next five years.
• Comfort with doing various activities alone.
• Discretionary spending priorities.
• Attitudes and behaviors towards singlehood.

Who Are Single Americans?

Single Americans can be segmented into singles and true singles. Where singles include those currently living with a partner or in a serious relationship, true singles are those not currently in a serious relationship. This is an important distinction to make, as Mintel’s proprietary data reveals that over a third of Americans are true singles—a significant base of consumers for marketers to appeal to.

Single American Lifestyle Insights

Over half of true singles are happy with being single

Despite being “truly single”, this doesn’t mean that these individuals are looking for anyone else. Most of these consumers are actively single by choice. Those single by choice are also much more likely to be “very happy” with their relationship status than those who are dating or interested in meeting new people. This is an opportunity for brands to celebrate singlehood and target effectively.

Gender differences in activities for single Americans

Single women are more comfortable cooking for themselves than single men are, but less comfortable participating in certain activities like traveling and attending live performances alone. This could be due to a lack of interest, or safety concerns. Stakeholders can address these concerns by emphasizing safety protocols and offering support, e.g. by promoting group travel.

Find a complete analysis of single Americans in the full report. You may also be interested to browse our other consumer lifestyles research.

Additional Features Included in Your Report

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Expert Analysis

Leading lifestyles analyst Scott Stewart delivers in-depth insight into the lives of single Americans with this report.

Dating and relationships are transforming, accelerated by tech and the pandemic. Understanding these shifts is pivotal for brands to connect with today’s singles.

 

Scott Stewart
Associate Director, Lifestyles & Retail