Natural Foods Merchandiser
Meet the new natural products shopper

Meet the new natural products shopper

See the data behind the increasing singles population and the affect it's having on the average consumer. 

Only 22 percent of adults were single in 1950.

Today the statistic is closer to 50 percent—and likely for good reason, writes Eric Klinenberg in his new book, Going Solo: The Extraordinary Rise and Surprising Appeal of Living Alone (Penguin, 2012).

Author Klinenberg found that, compared to their married counterparts, single people who live alone are more likely to enjoy a higher quality of living by exercising, volunteering and attending public events more frequently. Here’s a closer look at this consumer.


Median age women first get married, compared with age 20 in 1950.

31 million

Number of people who live alone. Single households are now more common than any other domestic unit, including the nuclear family.

40 percent 

Households that have just one occupant in San Francisco, Denver and Boston. The stat rises to almost 50 percent in Washington, D.C., and Atlanta.


Average annual food expenses of singles between ages 27 and 29. Married individuals spend $3,585. 


Average discretionary amount spent by single consumers in 2010. Married individuals spent $28,017. 

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