A study conducted by research agency Carat SA, during autumn 2011, has found that affluent, single women, which it dubbed "bachelorettes," have become a significant consumer segment in SA.
Seventy three per cent of women aged between 18 and 44 years were found to be single, with 66 per cent of them working. Among the singletons, 51 per cent agreed with the contention that career was more important than starting a family.
'These women are independent, mostly unwilling to compromise on their lifestyles, and are responsible for a substantial portion of the purchasing decisions made in SA,' according to Delia van Staden, head of Carat SA's Insights unit. She added that they 'are focused on success and realise the importance of planning for the future, rather than waiting for frogs to turn into princes or knights in shining armour. She works hard now so that she can enjoy success later.'
Courtesy of Euromonitor
