Abstract:

The paper examines development within group of voluntarily single living people and its consequences on business environment. Ongoing changes in household structure has potential implications for businesses and marketing processes as well as economic policy and policy maker. The objective of this paper is to highlight important socio-demographic changes within selected European Union countries to determine opportunities for businesses. The findings are based on longitudinal secondary data from statistical offices, World Bank and Eurostat for countries which are the Czech neighbours. Grounded in brief literature review on singles typology and market segmentation, we identified highly important indicators for trend estimation and then calculated the most probable development of the group of single living persons. The results showed constantly growing numbers of people within this segment and differences among the selected countries. Consequences for business and economic development are discussed in conclusion.