The proportion of single-person households in South Korea is nearing 40%, prompting a shift in the domestic consumer market towards smaller, more convenient options. This change is breaking the traditional bulk purchasing 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 recorded to date, 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 and Retail found that single-person households accounted for 47.4% of payments at Musinsa, one of the emerging retail giants, nearly half of all transactions. Olive Young and Daiso also reported figures 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, more manageable products and immediate delivery services. Convenience stores, which once focused on processed foods and lunch boxes, are now expanding their offerings of fresh produce and easy-to-prepare 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 served two or more to include single-serving options or sets designed for one. Delivery services like Baemin and Coupang Eats are targeting single-person households with low-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 small, customized products and subscription services tailored to single-person households is becoming a key competitive advantage for businesses. Kim Dae-jong, a professor of business administration at Sejong University, stated, "The increase in single-person households is fundamentally changing the consumer market paradigm. We are moving away from bulk, family-centered consumption towards personalized and premium consumption. Companies must now design products and services centered around individuals, not families, to remain competitive. In the future, AI-driven hyper-personalized services and tailored consumption will be the most significant growth drivers in South Korea's consumer market."
* This article has been translated by AI.
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