What you need to know

42% of UK adults are single, or else living apart from their current partner, underlining the important audience this group represents for businesses.

For brands looking to engage with this audience in the past, the temptation has often been to tap into their search for love. However, Mintel data for this Report shows that the vast majority of singletons did not actively try to meet a new partner in the last 12 months, suggesting that campaigns which focus on other aspects of single lifestyles could resonate more strongly with this cohort.

Report definition

For the purposes of this Report ‘singletons’ or ‘singles’ are defined as adults who are single, separated, widowed or divorced. This may also include adults who are in a relationship, but who live apart from their partners.

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