Single solution to rise of 'solo economy'

Finding each other

Zuo Si, an assistant professor at Shanghai Jiao Tong University's Antai College of Economics and Management, said the rise of the solo economy in China is driven by multiple social changes.

She pointed to shifts in population structure, including declining household size, lower marriage rates, and a growing number of single-person households. At the same time, busy urban lifestyles in major cities such as Beijing, Shanghai, and Guangdong's Guangzhou and Shenzhen have increased demand for consumption designed for individuals. Improvements in retail, delivery and e-commerce have made small-scale consumption more convenient and accessible.

"People are working and living at a faster pace, which naturally increases demand for products designed for one person," she said.

Zuo said consumption has traditionally been family-oriented, typically for two to three people. However, rising individual consumption reflects broader changes in urbanization and economic development, as personal consumption scenarios become more common.

Solo consumption may be more expensive; however, the cost structure is more complex than it appears, she said.

While packaging and logistics costs remain largely fixed regardless of portion size, the per-unit price difference between large and small packages is relatively limited. "Overall, solo consumption may appear slightly more expensive, but it is often acceptable when all costs are considered," said Zuo.

She said the key challenge is the mismatch between supply and demand. "Consumers have not yet fully found suitable products, and producers are still adjusting to this new consumption pattern," she said.

Zuo also rejected the term "loneliness economy", arguing that it misrepresents the underlying social shift.

"This is not about loneliness. When people's lives become faster and more demanding, they need products that fit their individual rhythm. That is a sign of economic development, not isolation. It reflects a more efficient and self-directed way of living," she said.

She predicted the solo economy will continue to reshape product design and service models, with greater emphasis on convenience, speed and scenario-based consumption. Digital platforms are increasingly able to use recommendation algorithms to better match individual needs with products, she added.

"Producers and consumers are still finding each other, but the demand is real and growing," she said.