As the proportion of single-person households approaches 40%, South Korea's consumer market is shifting towards smaller, more convenient purchases. This change is driven by a fundamental transformation in household structure, leading to the decline of bulk buying and the rise of the 'solo economy,' which focuses on immediate consumption based on individual needs.
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), marking the highest proportion 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 accounted for 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 and Retail found 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 becoming increasingly 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, more manageable products and immediate delivery services. Convenience stores, which once focused primarily on processed foods and lunch boxes, are now expanding their offerings of fresh produce and ready-to-eat meals priced between 1,000 and 3,000 won, catering to the growing demand for single-serving ingredients.
The restaurant industry is also adapting, revising menus that traditionally offered two or more servings to include single-portion meals or sets. Delivery services like Baedal Minjok and Coupang Eats are targeting single-person households with small order options. Baedal Minjok'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 customized small-scale products tailored to single-person households 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 paradigm,' noting a shift from mass, family-centered consumption to personalized and premium consumption.
He added, 'Companies must now design products and services centered around individuals rather than families to maintain competitiveness,' predicting that AI-driven hyper-personalized services and tailored consumption will become the most significant growth drivers in South Korea's consumer market.
* This article has been translated by AI.
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