From "Finding a Partner" to "Self-Pleasure": 240 Million Single People Are Redefining Consumption

In this era of constant change, young people’s attitudes toward love and marriage have become the focus of society. Shifting from the traditional romance of "longing for a lifelong partner to stay together until old age" to the modern mindset of "better to be single than to settle for less," their choices and values are redefining the boundaries of love and marriage. This not only concerns individuals’ emotional lives but also quietly reshapes the structure and future of society.

1. China’s Marriage Rate Continues to Decline; the Trend of Single Living Accelerates

Data from the National Bureau of Statistics shows that in recent years, the number of marriage registrations in China has dropped from 12.866 million couples to 6.106 million couples, with the marriage rate decreasing year by year. Meanwhile, the number of one-person households in China has risen from 67,160 to 90,456, with a compound annual growth rate of 7.7%—indicating that the scale of people choosing to be single and live alone is expanding.

(Source: Southwestern University of Finance and Economics)

Numbers are just the starting point; what truly drives the trend is the shift in people’s values. We can shift our focus from "how many people are single" to "why people are single."

2. From "Family-Centered" to "Self-Centered"

Renegotiation of Equality Awareness

Although "self-centeredness" seems gender-neutral, the awakening of feminism has provided its most crucial driving force. The proportion of women receiving higher education continues to rise, significantly enhancing their economic independence and posing a huge challenge to the traditional gender-based division of household labor. The "marriage risk-aversion" function has weakened, and more and more women agree that "who I am" takes precedence over "who I belong to."

Script Rewriting in the Cultural Sphere

From "son-in-law" online novels to "sister-style" dating shows, the female gaze has begun to reverse the "pricing" of intimate relationships. On Xiaohongshu, 5 million "single living vlogs" package "staying unmarried" into a "show-off-worthy" lifestyle, further justifying the value of unmarried and single lifestyles.

Thus, feminism is not an independent chapter but permeates every aspect of the shift to "self-centeredness": it makes women more (acute) in calculating the risks of marriage and endows the so-called "not settling" with value recognition.

(Source: Endata)

3. Demographic Ripples from the Surge in Single Population

In 2024, the single population reached 240 million, accounting for 17% of the total population—meaning 1 out of every 6 people is single. Among them, the marriageable population aged 20–40 stands at 300 million, exceeding the total population of the United States. More importantly, the single group exhibits the "three highs" characteristics: high education, high income, and high pressure. Their annual per capita disposable income is 64,000 yuan, 23% higher than that of family households—making them "super users" in the consumer market.

Faced with this high-net-worth "single-person cake," the first response of all industries is to "serve smaller portions"—thus unleashing the wave of "single-serve business."

(Source: huo1818.com)

Catering Industry: Rise of "Single-Serve Dining"

In the catering industry, the "single economy" has spawned a boom in "single-serve dining." Brands like Haidilao have launched single-person set meals suitable for solo consumption, and some restaurants provide exclusive, safe, and comfortable dining environments specifically for single consumers. Additionally, single-serve food and beverages have grown in popularity; from in-store dining to takeout, and from offline to online, catering formats targeting single consumers are constantly emerging.

Home Appliance Industry: Popularity of Mini Appliances

A "mini" trend has swept the home appliance industry. Many small-capacity, stylish, and multi-functional mini appliances have become increasingly popular, winning the favor of single people. Mini appliances are redesigned to target single individuals—streamlining unnecessary functions and adding personalized features to meet single people’s pursuit of a quality life.

(Source: huo1818.com)

Pet Industry: Emotional Support Drives Consumption

Single people often need emotional sustenance, and pets have become an indispensable part of their lives. Data from Chanmama shows that in 2024, the sales volume of China’s dog and cat pet industry reached 300.2 billion yuan, a year-on-year increase of 18.5%, with a compound annual growth rate of approximately 10%. Over 50% of single people regard their pets as family members. The growth of pet consumption has driven the development of related industries such as pet food, supplies, and medical care.

4. Major Consumption Trends Driven by the Growing Single Population

Comprehensive Rise in Individual Decision-Making Power

The 240 million single people have split "family accounts" into "personal accounts." Consumption no longer requires negotiation—any mood, inspiration, or advertisement can be instantly converted into a purchase decision. The result is: shorter average decision-making cycles, a higher proportion of impulsive consumption, and brand marketing shifting from "persuading a family" to "resonating with an individual."

Self-Pleasure, Instant Gratification, and Small Portions Become Default Norms

"Be nice to yourself" is no longer a slogan but the primary principle of consumption. All products are becoming smaller, lighter, and more accessible: small bottles of alcohol, single-serve dishes, travel-sized skincare products, and short-duration courses. Small portions not only reduce the cost of trial but also align with the single person’s mindset of "buying if I’m happy today."

(Source: Moon Fox)

Reevaluation of Time Value: Fragmentation and Speed

Single people are willing to pay a premium for "time savings"—30-minute food delivery, 15-minute quick haircuts, and 7-minute workouts. The entire retail and service system has been forced to reduce delivery time from "days" to "minutes," driving the full expansion of instant retail, flash delivery, ready-to-cook meals, and self-service terminals.

Spatial Scene Compression: Multi-Functionality and Mobility

Living rooms, gyms, offices, and cinemas are compressed into spaces of less than 30 square meters. Foldable treadmills, lift desks, and projectors have become the "new three essential items," driving sustained growth in small apartment decoration, smart furniture, and mobile energy storage. Living spaces have transformed from "family containers" to "personal workstations."

Personalization of Risks in Advance

With no one to share risks such as old-age care, health issues, or accidents, single people are forced to allocate funds—originally intended for mortgages and childcare—to insurance, funds, long-term care, and elderly care communities in advance. "Planning for old age at 30" has shifted from an extreme case to a common practice, and the term structure of financial products has been extended overall.

The evolution of contemporary young people’s attitudes toward love and marriage is an irreversible social process. Its impact on industries is structural and long-term. For enterprises, the key lies in shifting their perspective to focus on young people’s emotional and companionship needs throughout their life cycles.