July 2, 2025
BANGKOK – Thailand’s single population has emerged as the dominant force in consumer spending, accounting for more than two-thirds of total market expenditure and driving significant growth in luxury goods, beauty products, and premium lifestyle services, according to new research from The 1 Insight.
The comprehensive analysis reveals that Thailand’s “Solo Economy” represents not merely a large market segment, but one experiencing continuous expansion at rates exceeding overall market growth.
This demographic shift reflects a fundamental change in social values, with younger generations increasingly choosing independence over traditional family structures.
Singles Dominate Urban Landscapes
Government statistics from the National Statistical Office’s 2023 Socio-Economic Survey indicate that 25% of Thailand’s population remains single, with the majority residing in urban areas.
Bangkok leads with an extraordinary 50% single population—the highest proportion nationwide. Notably, 75% of Thailand’s singles are women, highlighting significant gender patterns in lifestyle choices.
The data reveals a clear generational trend: 30% of those aged 25-34 are single, dropping to 25% for the 35-44 age group and 20% for those aged 45-54.
This pattern suggests that younger cohorts are increasingly embracing single life as a long-term lifestyle choice rather than a temporary phase.
The ‘Self-Splurge’ Phenomenon
What distinguishes single consumers from their married counterparts is their spending motivation. Whilst families allocate over half their expenditure to household necessities and shared costs, singles direct their purchasing power towards personal enhancement and self-reward—a trend researchers have dubbed “Self Splurge.”
This self-focused spending manifests dramatically across multiple categories. Singles spend 30% of their total expenditure on fashion and beauty—four times more than families on beauty products alone.
They invest three times more in sporting goods, reflecting heightened health consciousness, and allocate triple the amount to dining out compared to families.
Luxury goods consumption among singles doubles that of families, whilst spending on experiences and leisure activities reaches twice the per-capita rate of married consumers.
This encompasses collectibles, language courses, recreational workshops including cookery and floristry, design classes, fitness centres, wellness facilities, concert tickets, and travel.
Regional Variations in Spending Patterns
Urban singles outspend their rural counterparts by approximately 1.2 times, with city dwellers prioritising beauty and premium lifestyle categories.
Rural singles, however, demonstrate stronger preferences for home and appliance purchases, including construction materials, furniture, and kitchen equipment—reflecting different living contexts and priorities.
Three Dominant Spending Categories
The research identifies three standout categories driving the solo economy:
Beauty services and products command the highest premium, with singles spending four times more than families. Beyond premium skincare products including serums, moisturisers, and sun protection, singles frequently invest in aesthetic clinics and cosmetic procedures, particularly anti-ageing and brightening treatments.
Fashion expenditure reaches three times that of families, encompassing luxury brands across clothing, jewellery, handbags, and timepieces, alongside mass-premium brands emphasising quality and design. This reflects the philosophy that “appearance maintenance isn’t frivolity—it’s investment.”
Home decoration presents a unique dynamic, with singles spending 4.5 times more than families. This disparity stems from bearing complete responsibility for living space costs without the cost-sharing benefits available to couples. However, it also grants complete autonomy over aesthetic choices, enabling investment in bespoke design elements and high-quality items that authentically reflect personal style.
Economic Implications
The solo economy represents a paradigm shift in consumer behaviour, with singles demonstrating willingness to pay premium prices for quality of life enhancements.
Unlike traditional consumers who might require family validation for major purchases, singles make deliberate, reasoned spending decisions driven by internal motivation for personal fulfilment.
This trend presents significant opportunities for businesses that understand and cater to the “comprehensive self-care” mindset.
Companies capable of designing products, services, and experiences that resonate with singles’ self-investment philosophy are positioned to capture substantial market share in this rapidly expanding economic segment.
The implications extend beyond individual purchasing decisions, suggesting that Thailand’s urban economy increasingly depends on consumers who prioritise personal satisfaction over traditional markers of success or social expectations.