China’s coronavirus-induced fall in marriages sees firms target singles as consumption landscape evolves

The number of marriages in China hit a new low last year, with only 7.63 million registered, the lowest total since records began in 1986

Report from Daxue Consulting found that firms are targeting ‘singles’ as a new consumption demographic as more people are expected to live alone

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The number of marriages in China hit a new low last year, with only 7.63 million registered, the lowest total since records began in 1986. Photo: Corbis via Getty Images)

Published: 12:00pm, 4 Jun 2022Updated: 1:27pm, 4 Jun 2022

A rising number of unmarried people in China caused by the coronavirus lockdowns is set to reshape the country’s consumption patterns, according to a new report.

The number of marriages in China hit a new low last year, with only 7.63 million registered, the lowest total since records began in 1986.

Chinese mothers also gave birth to just 10.62 million babies last year, representing an 11.5 per cent drop from 12 million in 2020, adding to China’s declining population worries.

People have postponed their marriage and pregnancy plans due to Covid uncertainty

Daxue Consulting

“People have postponed their marriage and pregnancy plans due to Covid uncertainty,” said the report from Daxue Consulting, which has offices in France, Shanghai, Beijing and Hong Kong.

“China saw a spike in divorce after the 2020 lockdown, as couples were forced to spend more time together. Whether this trend repeats in 2022 remains to be seen.”