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The evidence of singletons’ buying power is beginning to emerge: in packaged foods, where Nestle’s research shows that 90% of its Lean Cuisine meals are eaten alone (the company says it tried — and failed — to sell meals that could be shared by two people); in home furnishings, where Ikea reports that sales of products for “small space” living (where a single person is more likely to reside) are rising; to travel, where Norwegian Cruise Line has begun offering special “studio staterooms” for solo travelers.

“Solo nation: American consumers stay single”, Fortune