Google started it, but now the big 3 all employ some degree of word stemming. This means that they will see the relevence of a word for singles and plurals (as well as other derivatives) but will generally give more prominence for the actual word used within the page.
So the best way to do this (IMO) is to write it so it reads naturally and after it has settled, fill in the gaps.
If you are a bit creative, you can often include both single and plural versions of a word in the same sentence. For example consider the following HTML Title:
Red widgets from the widget specialist
With creative writing, it is possible to achieve good positioning for both single and plural within the same page. You probably get the idea, but try not to overdo it.
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