Consumer insights – divorcees

From divorce parties to divorced-themed cruises, life coaches to removal firms, the end of a marriage can prompt many changes in the purchasing behaviour of those involved.  

This 2011 report uses TGI, ONS and Mintel research to look at the opportunities for brands and marketers when targeting this diverse group of adults.

Female divorcees tend to be more likely to change the home décor, have cosmetic surgery and be interested in alternative medicine.

Male divorcees are more likely than the national average to say they don’t have time to prepare and cook food and are more likely to say they wear designer clothes. They exercise more and are 36% more likely than the national average to be heavy consumers of spirits.

Other key findings include:

• Although the current divorcee population is skewed towards females 45+, people are divorcing younger - divorce rates are now highest among women aged 20-39 and men aged 25-39.

• Divorcees are 41% more likely than the national average to find it difficult to say no to their children. 

• 78% of female divorcees have children in the household.

• Female divorcees over 45 earn more than the average UK female in this age group.

• Divorcees are more likely to be renting their property.