As the proportion of single-person households approaches 40%, South Korea's consumer market is shifting towards smaller, more convenient purchases. This change is breaking the traditional bulk-buying model, paving the way for a 'solo economy' focused on immediate consumption.
According to the National Data Agency, as of November 2025, the number of single-person households in South Korea reached 8.244 million, a 2.5% increase from the previous year. This figure represents 36.6% of the total number of households (22.49 million), the highest percentage ever recorded, significantly surpassing two-person households (29.5%), three-person households (18.7%), and households with four or more members (15.2%). Among single-person households, those in their 60s made up the largest share at 17.7%, followed closely by those in their 30s (17.5%) and 20s (16.9%).
Single-person households are becoming major players in the consumer market. A study by retail analysis service WiseApp revealed that single-person households accounted for 47.4% of payments at Musinsa, a leading online fashion retailer. Olive Young and Daiso also reported significant shares of 44.4% and 29.7%, respectively.
Market changes targeting single-person households are evident. Previously, bulk discount purchases aimed at three- to four-person households are now seen as wasteful by single-person households, leading to a preference for smaller, ready-to-use products and immediate delivery services.
The retail, dining, and delivery sectors are also adapting to meet the needs of single-person households. Convenience stores, once focused on processed foods and lunch boxes, are expanding their offerings of fresh produce and easy-to-prepare meals priced between 1,000 and 3,000 won. This strategy caters to the growing demand for single-serving ingredients that can be purchased nearby.
In the dining industry, menus that traditionally served two or more are being revamped to include single-serving options or sets designed for one. Delivery services like Baemin and Coupang Eats are also targeting single-person households with small order services. Baemin's small order service, 'One Bowl,' introduced in April last year, surpassed 27 million cumulative orders in its first year, with a 21% increase in orders in July compared to the same month last year.
Experts suggest that developing subscription services and customizable small-scale products tailored to single-person consumers is becoming a key competitive advantage for businesses. Kim Dae-jong, a professor at Sejong University, stated, 'The increase in single-person households is fundamentally changing the consumer market.' He noted a shift from bulk, family-centered consumption to a rapid expansion of personalized and premium consumption.
He added, 'Companies must now design products and services centered around individuals rather than families to maintain competitiveness. In the future, AI-driven hyper-personalized services and tailored consumption will be the most important growth drivers in South Korea's consumer market.'
* This article has been translated by AI.
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