Introduction

Households containing only one person (OPHs) are the fastest-growing type of household. They are expected to reach around 7.9 million in 2003, an increase of some 16% since 1997. Although almost half are aged 65+, the proportion represented by younger, more affluent consumers has increased in recent years, making this an increasingly important target market for marketeers. As a proportion of all households, one-person households under 65 grew by 7 percentage points between 1992 and 2002. This report looks at the eating habits of people in these households. It covers the whole spectrum of OPHs, from young to old, and from varying income bands, and therefore covers a wide range of differing needs and lifestyles.

Introduction

Households containing only one person (OPHs) are the fastest-growing type of household. They are expected to reach around 7.9 million in 2003, an increase of some 16% since 1997. Although almost half are aged 65+, the proportion represented by younger, more affluent consumers has increased in recent years, making this an increasingly important target market for marketeers. As a proportion of all households, one-person households under 65 grew by 7 percentage points between 1992 and 2002. This report looks at the eating habits of people in these households. It covers the whole spectrum of OPHs, from young to old, and from varying income bands, and therefore covers a wide range of differing needs and lifestyles.

The report examines the hypothesis that: "ready meals are not always the most relevant products for those living in one-person households."

Mintel last looked at this market in its report, Eating in Single Person Households, Market Intelligence - UK Report, August 1997. While this report is part of the Market Intelligence series, it also forms part of the Consumer Goods Intelligence series of reports on fmcg products in five European countries: France, Germany, Italy, Spain and the UK.

Key report findings include:

An oasis of opportunity to food marketers - Many packaged food markets appear to make poor provision for the OPH consumer, with a high proportion of items intended for two or for families. The biggest problem would seem to lie with perishable products that have to be used straight away. Examples of these are: fresh and canned soups; fresh pasta and pasta sauces; prepared fresh vegetables; and added-value fresh meat and fish.

There are very few markets which specifically target single eating. In a few areas, for example cheese and jams, single-serve packs have been introduced but the objective behind these has been to widen purchasing types rather than to satisfy those living on their own. The main category to target people eating on their own is ready meals, although these are not attractive to all OPHs.

Report coverage:

This report offers you new insight into:

- Market sizes and trends

- Market background

- Supply structures

- Product distribution

- New product development trends

- Consumer attitudes and purchasing trends

- Future trends

- Five year sales forecasts

Other related reports

- Chilled Ready Meals, Market Intelligence - UK Report, May 2002

- Ambient Ready Meals, Market Intelligence - UK Report, May 2002

- Frozen Ready Meals, Market Intelligence - UK Report, March 2002

and the forthcoming:

- Selling to and Profiting from One-person Households, Special Report.

Definitions

This report covers the eating habits of adults in one-person households. While no one consumer market is examined, a whole range of food and drink products are explored, with reference to how they fit into the daily eating patterns of people living on their own. There are no specific market sizes, although expenditure of selected food and drink items by one-person households and larger households are examined and contrasted. The abbreviation OPH will be used throughout to represent one-person households.