[07 June/Food Dive]

Instead of focusing on marketing to traditional suburban family units, more companies are now catering to urban, single-person households. 35.7 million Americans live alone which means there is a huge untapped market for companies. Research by the Wall Street Journal has shown that although these individuals consume less, they are willing to pay more to do so with portion size being one of the dominating considerations for single shoppers. There is a larger push from consumers against wasting food and this is showing through.