New Product Development Opportunities from the Rise of Solo Households
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New Product Development Opportunities from the Rise of Solo Households Report Overview
Rapid urbanization and economic migration are the key factors responsible for the increase in the rates of solo living across the globe. Individuals often migrate from rural to urban areas as a necessity for higher income opportunities, which often requires a change in living arrangements, such as solo housing. Also, higher rates of urbanization can be viewed as a proxy for wealth and greater economic opportunity in some contexts.
Key Generations | • Millennials
• Boomers • Generation X • Silent Generation • Generation Z |
Key Regions | • Asia
• LATAM • Europe • MEA • NA |
Key Parameters of Good Value for Money | • Low Price
• High-Quality Products • Multi-Functional • Large Product • Easy to Use |
Key Brands | • Bloom Freeze
• Ambi Pur • Charmin • Go Green • Waitrose & Partners • Denk Mit • Bower Collective |
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Household Sizes by Generations
The key generations making up solo households across the globe are the Millennials, Boomers, Generation X, Silent Generation, and Generation Z. In 2023, Millennials make up the highest proportion of solo households, followed by Boomers, and Generation X. This growth can be attributed to the pursuit of work opportunities away from family for some Millennials, a growing prevalence of single parents, and high Boomer and Generation X divorce rates in some societies, such as Belgium and China. People are more likely to live alone in higher-income countries since it is more affordable to live alone and manage living expenses with higher real incomes.
Solo Households Analysis by Generation, 2023 (%)
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Solo Households – Value and Spend Analysis
The key product features generally considered by solo households when making a purchase are low price, hygienic, easy to use, convenient, natural, and recyclable packaging, among others. The “easy to use”, “hygienic”, and “low price” features rank the highest among consumers in solo households. In 2023, Asia scores the highest for the above features, suggesting increased risk aversion among consumers relative to other regions. Furthermore,
most solo households find good “value for money” when buying household items that are discounted and multi-functional. Brands can leverage features tailored to specific interests to better align with solo household consumer needs.
New Product Development Opportunities from the Rise of Solo Households Analysis by Regional Spend, 2023 (%)
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Solo Households – Cleaning and Packaging Preferences
Solo households tend to use dishwashers less than those living in larger households. Household care brands can target solo household consumers effectively by offering a subscribe and save option to reduce the unit price. They can also offer dishwashing liquid features that enhance time-saving or convenience, two of the most preferred features that the majority of solo household consumers see when making a purchase.
Furthermore, solo households express strong interest in household cleaning refillable options. These consumers are attracted to the idea of refillable containers for household cleaning products. With recyclable packaging being considered one of the most viable product features by solo households, brands are encouraged to develop and market household cleaning products in refillable varieties.
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Competitive Landscape
The key brands creating new product development opportunities for solo households are Bloom Freeze, Ambi Pur, Charmin, Go Green, Waitrose & Partners, Denk Mit, and Bower Collective among others. In 2023, Waitrose & Partners launched “all-in-one” dishwasher tablets as part of its essentials range. It claims to remove stubborn dried-on food, protect glass, and help prevent limescale build-up. A Go Green-branded toilet paper was launched in Poland in 2023, with sustainability benefits including a claim to be made from 100% recycled paper with zero plastic.
Leading Brands Creating New Product Development Opportunities for Solo Households
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Scope
• Urbanization rates and economic migration partly explain differing rates of solo living.
• MEA solo households show the highest concern for germs and infection within the home.
• Consumers in solo households mostly wash dishes by hand, and believe that the level of dirty dishes cannot justify a dishwasher.
Key Highlights
- Urbanization rates and economic migration partly explain differing rates of solo living.
- MEA solo households show the highest concern for germs and infection within the home.
- Consumers in solo households mostly wash dishes by hand and believe that the level of dirty dishes cannot justify a dishwasher.
Reasons to Buy
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Bloom Freeze
Ambi Pur
Mix Clean Green
Eco Planet
Charmin
Table of Contents
Frequently asked questions
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Which is the most important product feature considered by solo households while making a purchase and claiming good value for money?
Low price is the most important product feature considered by solo households while making a purchase and claiming good value for money.
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Which generation comprises most of the solo households in 2023?
Millennials comprise most of the solo households in 2023.
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Which region ranks the highest in terms of consumers looking for essential product features?
In 2023, Asia scores the highest in consumers looking for essential product features, followed by Europe and NA.
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Which are the leading brands creating new product development opportunities for solo households?
The key brands creating new product development opportunities for solo households are Bloom Freeze, Ambi Pur, Charmin, Go Green, Waitrose & Partners, Denk Mit, and Bower Collective among others.
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