Single solution to rise of 'solo economy'

Takeaway for one

Wu Yifei, marketing manager of Wuyuanwan Rainbow Shopping Center in Xiamen, Fujian province, said the mall began paying close attention to the rise of the solo economy in the second half of 2024.

With the launch of Fujian's first sp@ce Rainbow Supermarket 3.0 in 2025, serving single consumers became a core part of the company's retail strategy. "We've shifted from treating solo consumption as a niche demand to making it part of our overall business plan," said Wu.

The supermarket has expanded its range of single-serving fresh food, ready-to-eat meals, small-pack groceries, beauty products and pet supplies. Dining areas and grab-and-go food sections have also been redesigned to better suit customers shopping or eating alone.

Wu said many of their customers are young professionals and urban residents aged between 25 and 40 who prefer buying only what they need rather than stocking up in bulk. Faster-paced lifestyles have also increased demand for convenient, ready-to-eat products.

"The focus has shifted from quantity to quality, and from stocking up to on-demand consumption. People used to prioritize saving money and buying in bulk. Now they care more about quality, personal experience and reducing waste," she said.

After redesigning its ready-to-eat and single-serving food sections, overall sales in those categories increased sixfold, Wu said.

Among the most popular products are single-serving fresh meat and vegetables, ready-to-eat local dishes, and small-pack snacks and beverages. Wu said these products help reduce waste while offering greater convenience.

She said smaller packs often have higher unit prices because of additional labor, packaging and freshness management costs. To make prices more acceptable, the supermarket has introduced tiered pricing, including entry-level products such as cheaper single-serving meat portions alongside premium options.

Wu said adapting to the solo economy has brought operational challenges. Smaller portions require more precise inventory management and there is greater pressure to reduce waste.

"Many products and services are still designed around family or group consumption, and retailers are still adjusting their products, pricing and supply chains to better serve solo consumers," she said.

Despite these challenges, she believes the trend is likely to continue. "As more people live independently and value convenience, flexibility and personalized experiences, demand for products and services designed for one person will continue to grow," she said.

The food and beverage sector accounts for 39.97 percent of monthly spending among single consumers, while more than 30 percent report regularly dining alone, according to iiMedia Research's 2025 China Single Economy Consumption Report.

Doria Yu, a 25-year-old e-commerce worker in Guangzhou, Guangdong province, began living alone in late 2024 after graduating from university and finding a job.

She rents a 60-square-meter loft apartment for 2,100 yuan a month and shares solo-living tips and product recommendations on social media.

A graduate of De Montfort University in the United Kingdom, Yu said she started creating content after noticing growing interest in solo-living lifestyles on Xiaohongshu, or RedNote.

She has gradually shifted away from appearance-related purchases and now prioritizes products that improve her comfort and efficiency.

Small household appliances have become essential to her routine, although not every purchase has proved worthwhile. She said multifunction cookers often go unused, while a compact laundry device for underwear and socks turned out to be more trouble than it was worth.

She often buys single-serving ready meals from Freshippo, saying they are practical and well portioned, though she feels product variety remains limited. Yu has also noticed that most restaurants are still designed for group dining, making solo dining options relatively scarce.