A welcome from
Thank you for the opportunity to share The X Factor: How Generation X is quietly driving trillions in consumer spending with you. This report provides a global analysis of Gen X consumer behavior and spending trends, based on proprietary NIQ and World Data Lab (WDL) data, including WDL’s consumer spending forecasts. It follows our groundbreaking generational report, Spend Z, and continues our mission to decode and predict generational spending patterns worldwide, arming both manufacturers and retailers with the data they need to maximize growth.
While Gen X won’t hit its peak spend until the 2030s, retailers and manufacturers in the consumer packaged goods (CPG) and Tech & Durables (T&D) industries only have a few years to maximize Gen X spend before this cohort’s share of total spending starts to decline. The X Factor forecasts key areas of growth and underscores the differences in Gen X behavior by region and country so brands can better understand what motivates this generation today—and into the next decade.
Our team is passionate about seeing brands win with Gen X over the next five to 10 years. We’re certain that manufacturers and retailers will see measurable growth if they properly invest in Gen X. If you have questions about our research or how to engage with Gen X during this strategic window of time, we welcome the conversation. Together, we can help your business maximize the “Gen X decade.”
Register to watch the webinar in which NIQ’s Marta Cyhan-Bowles and WDL’s Wolfgang Fengler discuss The X Factor‘s key findings.
Want to make the most of the Gen X decade? Get a preview of what you’ll find in The X Factor—and then keep reading!
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Introduction
For years, Gen X has been dubbed “the forgotten generation” in media, policy, and even marketing campaigns. Skipped over or bundled in with Boomers or Millennials, this small but mighty generation has quietly become the engine of global consumer spending. This report will show why the next decade represents a once-in-a-lifetime opportunity for manufacturers and retailers to capture Gen X loyalty and lifetime value.
Gen X will be the spending leader globally through 2033, surpassing $20 trillion (USD). If you aren’t planning with them in mind, you’re missing your most profitable current customer.
Why you can’t afford to overlook Gen X
- Gen X will lead global consumer spending from 2021 through 2033. In high-income markets, Gen X will take the lead later but hold it longer—from 2026 through 2036.
- While Boomers still dominate in net worth, Gen X is second—and gaining.
- Gen Xers are currently in their peak expenditure years (ages 45–60).
- Gen X has emerged as the “caretaker consumers”—simultaneously caring for children, aging parents, and their households.
- Gen X will spend $15.2 trillion in 2025. If you treated them as their own “country,” they would form the world’s second-largest consumer market— second only to the US and roughly 2x the size of China’s current spending. And that number will only keep climbing: By 2035, global Gen X spending will reach $23 trillion.
The time to capture Gen X spend is now.
Taking action
Our goal is to make this report actionable, with insights specific to manufacturers and retailers. Unlike with other generations we’ll analyze, Gen X’s spend is peaking now, meaning immediate action is necessary. At the end of each section, you’ll find a summary of takeaways and actions to help you capture Gen X spend.
If you’re unsure which actions will provide the most incrementality, our team at NIQ is available to assist. We can help make sense of the data for your prioritized categories and identify new opportunities within your product portfolio.
What actions matter now?
Manufacturer actions: Strategically develop product portfolios that cater to Gen X’s binary role as provider and consumer. Focus on functional innovation, premiumization, and clear value communication.
Retailer actions: Focus innovation and premium product development on Gen X today. Unlike other generations, Gen X can and will spend on quality and convenience now—but only if you can clearly convey value.
Who is Gen X?
The 1.4 billion members of Gen X alive today were born between 1965 and 1980 (currently ages 45–60). The time of their birth means Gen Xers straddle the analog and digital domains. They were born primarily to Boomer parents, and their children are either Millennials or Gen Zers. Gen Xers pride themselves on their independent spirit, which can be attributed to many growing up as “latchkey kids” with both parents working. In their youth, they witnessed the rise of MTV, grunge culture, and personal computing. Most incomprehensibly for members of Gen Z and younger generations, most Gen Xers didn’t have a cell phone until college—or later. Instead, their early social lives depended on a landline phone attached to a wall.
Today, Gen Xers are far from the teens described above. These middle-aged adults now sit at the center of both their family and economic lives. They are well-educated global leaders at the peak of their careers, helping to usher in a new kind of technology revolution with the proliferation of new digital touchpoints like omnichannel shopping and AI-driven personalization. At the same time, they’re in their “double-dependent stage,” caring for their children and their aging parents.
Noteworthy consumer behaviors
- Digital adopters: Trust reviews, engage in omnichannel shopping, consider themselves “digital pioneers”
- Tech influencers: Often set household tech agenda
- Pragmatic buyers: Want quality and clarity over “flash”
The Gen X decade
Finally hitting its stride, Gen X is poised to exert dominance with its wallet. In 2025 alone, Gen X will spend an estimated $15.2 trillion. Over the next decade, this cohort will remain the highest-spending generation in the world.
This spending power is happening today because members of Gen X are now in their peak earning years. Gen Xers are also having to spend on their children (ages 17–32, world average) and their aging parents.
For retailers and manufacturers, this spending (on both themselves and their dependents) translates to big dollars, as Gen X represents the richest and most spend-ready generation in developed markets globally.
trillion (USD) in global spend in 2025 alone
By 2033, however, Gen X shifts into a new reality—and becomes the new Boomers in terms of spending impact . The top end of the generation moves into retirement, and Millennials will surpass them in spend. Gen X will still spend on their children, but it will be to help them financially with large purchases—like a house—rather than cost-of-living stipends. Many Gen Xers will also see their Boomer parents pass away during this time, eliminating the need to spend on elder care.
During the next eight to 10 years, while Gen X households still have children at home, Gen X women are incredibly important consumers. Women in general are increasing their dominance relative to economic decisions for their households and now influence 70–80% of all consumer spending. As it relates to direct spend, women now control 50% (a staggering $31.8 trillion) of worldwide spend. It should come as no surprise then that, in many countries, Gen X women are the most active CPG buyers and most influential family decision-makers.
Low-income vs. high-income countries
There’s one caveat that manufacturers and retailers can’t afford to overlook when considering Gen X: While Gen X dominates in high-income countries, it’s already on the decline in some low- and middle-income countries due to relatively low average life expectancy in those regions. In these countries, Gen X spend isn’t as meaningful as it is in high-income markets, where life expectancy is longer, incomes are higher, and families are smaller.
This trend of high-income country spend dominance continues to play out through 2030 and beyond, until Gen X hits its peak spending globally around 2033. In low- and middle-income countries, Millennials and Gen Z already spend more than Gen X.
When we look across regions and countries, we can easily see the low- vs. high-income reality bear out. Wealthier regions, including Europe and North America, help account for two-thirds of Gen X spend worldwide, while low-income regions, such as Sub-Saharan Africa, skew much younger relative to spend.
In the chart below, the horizontal line shows Gen X’s average share of total spending at 24%. Only a handful of countries meet or exceed that level. Those above the line—China, the US, and most EU nations—are also the world’s highest-spending markets, indicating that Gen X’s influence is strongest where overall consumer outlays are largest. The opposite holds true in Sub-Saharan Africa, large parts of Asia Pacific, Middle East & North Africa, and Latin America, where Millennials and Gen Zers won’t have as much impact on overall consumer spending.
With Gen Xers dominating in wealthy countries, they naturally reign supreme relative to the higher spending groups of rich and upper middle class consumers. Here, we’ll define “rich” as anyone who spends $120 per day (per person, in 2017 dollars, to control for cost-of-living differences) and “middle class” as anyone spending $12 per day (per person). For clarity, Gen X is currently not the wealthiest generation but will spend the most during this next decade. For the near term, younger generations will continue to dominate the lower spending groups. (In other words: More than one in every four people who are rich are Gen Xers.)
This distinction is paramount: While Gen X may not be the wealthiest generation (in terms of total assets)—a title that still largely belongs to Boomers—they dominate in daily discretionary spending, and they represent the greatest consumer ROI in large-basket, multi-category purchases (especially across the Grocery, Household, and Wellness categories). For companies looking to maximize incrementality, Gen X is comprised of the most dependable, active spenders across the most profitable consumer segments.
Manufacturer and retailer actions
1
In higher-income regions and countries
Fuel premium purchases across key categories by focusing on attributes we know are most valued by higher-income Gen X consumers.
2
Key attributes for higher-income Gen Xers
Reliability, functionality, product value (not simply price), health and wellness, efficiency and convenience, and authenticity
3
In lower-income regions and countries
Secure customer lifetime value (CLV) by earning Gen X trust via long-lasting, multi-use products and promotions that reflect the household finances of said country/region.
4
Key attributes for lower-income Gen Xers
Affordability and accessibility, durability and multi-use utility, availability (wide-scale distribution), and functional wellness at affordable prices
Small but mighty
Gen X is smaller in population than Generation Alpha , Millennials, and Gen Z, but it currently has more consolidated wealth, especially in developed markets like Canada, Germany, Japan, the UK, and the US. This generation also has incredible influence over technology, media, the workplace, and the political landscape because its members hold leadership positions in these areas.
Though Gen X currently makes up just 17% of the global population, in developed nations like the US, it’s currently leading almost one-third of all households. This gives Gen X an outsized influence when it comes to CPG and T&D purchases. Gen X spending power is even more impressive because its wage growth over the past few years has been slower, when compared with younger generations.
Key insights
- Gen X consumers are open to new brands if the brands they’ve historically purchased fail to meet expectations or stop delivering clear value—especially in today’s inflationary climate.
- Gen X members reward brands that consistently deliver and save them time, money, or mental energy.
- Gen X’s loyalty is earned through positive brand experiences and reliability/consistency—not hype or social proof (e.g., influencers).
C-suite takeaways
- Fewer people, more value (if captured)
- Gen X conversion = higher ROI per shopper
The sandwich generation
In addition to being dubbed “the forgotten generation” (a misnomer we’ll continue to explore), Gen X is referred to as “the sandwich generation” because many of its members are financially supporting children while caring for aging parents. In emerging markets, Gen X may represent the first generation to achieve middle-class stability. In high-income countries, their status as “CFOs” of three generations means much of their wealth is being spent on others.
We’ve mentioned that Gen X’s children are on average ages 17–30 globally, but they do skew slightly younger in a few key regions.
Being sandwiched between aging parents and their children has led to both notable stress for Gen X and an effective decrease in discretionary spending. A recent study in the US found that finances are a big reason for Gen Xers’ stress, with 51% feeling stress in this area fairly or very often. Of the Gen X respondents, only 35% feel prepared to financially support their parents, and just 55% feel prepared to financially support their children over the next few years.
The weight of Gen X responsibilities shows in their spending. Elder & Dependent Care and Education are among the fastest-growing categories for this cohort—and will be for the next five years, leaving Gen Xers with less discretionary spending for themselves.
Gen Xers are feeling the crunch in their day-to-day choices too. For example, they are much more likely than Boomers, but less likely than Millennials, to stress significantly about choosing or preparing what to eat every day.[1] They are also much less likely than Millennials and Gen Z to splurge or treat themselves with more expensive purchases. This conservative purchase pattern holds true across low-, medium-, and high-income Gen Xers.
1 NIQ 2025 Private Label & Branded Products report global survey
Key insights
- Gen X often sets the standard for what modern-day consumption looks like: homeownership, education, brand aspirations, employment goals.
- Gen X consumers tend to be brand-trusting and loyal to purchases that help them actualize their goals relative to status.
- Gen X members are gatekeepers for their children’s mobility—heavily influencing what Gen Zers and Millennials consume.
- Gen X consumers look for value and convenience to help them juggle enormous responsibilities and financial priorities.
Manufacturer actions
Consider new formats and claims geared toward caregiving, longevity, and convenience in products across CPG and T&D portfolios.
Retailer actions
Position products and services as time savers and enablers of care. Dependent Care, Outdoor Recreation, and Household Tools are key categories of growth. Deliver omnichannel experiences that build trust first, then highlight convenience.
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Gen X spending priorities
Near term (0–2 years)
Gen X will continue to dominate spending in wealthier nations for the near term. Though the wealth transfer from their Boomer parents is already underway, it will still be a few more years before Gen Xers, by and large, receive any planned inheritances. In low- to middle- income countries, we also see Gen X losing headcount, with 300 million members globally having already passed away.
During the next two years, Gen Xers will continue their place in the workforce and managing family finances. Their children will fill college campuses, and their parents will occupy senior living and nursing facilities.
Considering these dynamics, what can brands focus on to win Gen X?
First, let’s look at what’s working well today—and into the near future—across key categories, broken down by region. Again, you can see that Elder & Dependent Care and Education rank highly for fastest-growing categories, but there are also opportunities around Recreation Durables (both Indoor and Outdoor) and Travel (All-Inclusive Holidays, Hotels, and Air Travel specifically).
Now, let’s look at where growth is slowing for Gen X. Discretionary spending is down in some markets, which suggests that their dual-dependent status may be limiting the “fun toys”—like motorcycles or the latest phones—that Gen Xers buy for themselves. Gen Xers are also more settled than younger Millennials and have likely already invested in household furnishings.
Gen X’s weak discretionary spending (when compared with younger generations) may partly be attributed to a focus on retirement savings. Indeed, one US study found that Gen X’s investments are 40% more significant than the overall population.
Gen X CPG spend
To get a clearer picture of Gen X’s influence on category-level purchases, we’re going to examine Gen X’s influence on three major CPG categories globally: Alcohol, Beauty, and Food & Non-alcoholic Beverages (Food & NAB). We’ll unpack what Gen X is spending on across these categories and the generation’s portion of total spend.
Alcohol
There’s no question that Gen X still loves a good drink. Their global share of alcoholic beverage spending is 26%. That total share breaks down further into 23% for beer, 29% for spirits, and 27% for wine.
In 2025, consumers around the world are directing 1.8% of their total spending to alcoholic beverages. There are some variances, of course, with Australians spending the most (at 4.48%) and US consumers at just over 0.5%.
Key US-specific NIQ insights surface relative to Gen X. Indeed, Gen X continues to play a powerful role in the Beverage Alcohol (BevAl) market, accounting for roughly one-third of all category spend—nearly equal to that of Millennials’ spend and far outpacing Gen Z.
While traditionally more loyal to legacy brands, Gen X is increasingly open to exploring new products—such as ready-to-drink cocktails or niche spirits like mezcal and Japanese whisky. Beverage Alcohol brands that appropriately segment their strategies to meet the unique preferences of these generational groups—whether through targeted marketing, tailored flavor profiles, or sustainability commitments—can maximize their appeal and relevance in the near term.
This generation’s preferences are underscored in the resilience of $15 to $20 wines, a psychological consumer “sweet spot” that signals a search for quality without extravagance. This middle-tier appeal highlights a broader generational theme: Gen X is willing to pay—but only when the value proposition is clear.
As health and wellness continue to reshape consumer behavior, Gen X is also embracing moderation and better-for-you attributes, with growing interest in low- calorie, non-GMO, and no-added-sugar options. And while not digital natives, Gen X consumers’ comfort with convenience is fueling momentum in click-and-collect and hybrid alcohol purchasing, making them an essential audience for retailers that can balance quality, functionality, and ease.
For more guidance on how to win this category, contact NIQ’s BevAl experts.
Beauty
Gen Xers are also big spenders on Beauty, making up one-quarter of total spend for the category. They spend on both Beauty Products and Beauty Services—and maintain around one-quarter of spend across key product segments such as Skin Care, Makeup, Hair Products, and Fragrances.
Globally, Beauty consumers dedicate roughly 2% of their total spend to products in the Beauty category. The US and China are by far the largest markets.
When we layer WDL data with NIQ growth data, we see an even fuller picture of how the Beauty category is trending in 2025.
In the near term, the Beauty industry shines as a global success story, experiencing a value growth of +7.3% year over year. While regions like Latin America (+19.1%) and the Middle East & Africa (+27.1%) are experiencing explosive growth, mature markets such as North America and Western Europe still show strong performances at +7.8% and +7.7%, respectively. This robust global expansion is heavily driven by inflation, but there are also leading optimistic indicators with rising incomes and new consumers entering the market.
When examining this growth from a retailer perspective, e-commerce continues to dominate the Beauty space, with a consistent growth trajectory across global markets. Platforms like Amazon, TikTok Shop, and Shein have redefined shopping experiences, blending convenience with discovery. Notably, TikTok Shop ranked as the top e-commerce merchant for cosmetics during Black Friday 2024, reflecting the platform’s role in fueling impulse purchases and brand discovery.
The convenience consumer mindset fueling global e-commerce growth, relative to Beauty, positions retailers perfectly for near-term growth with Gen X, as convenience remains a prevailing motivator for this cohort. When examining percentage change (vs. year ago) and percentage of e-commerce share by region, we get the following breakdown:
Gen X consumers aren’t just in their peak earning years; they’re in their recalibration years. They’re redefining what value means in the Beauty category, seeking products that balance benefits with simplicity, legacy with innovation, and luxury with accessibility. In other words: They’re gravitating toward Beauty services and products that feel both elevated and grounded. Winning with Gen X in Beauty means aligning with the deeper values they identify with—trust, quality, and authenticity—while respecting their desire for products that fit effortlessly into their demanding lives.
For more guidance on how to win this category, contact NIQ’s Beauty experts.
Food & Non-alcoholic Beverages (NAB)
Globally, Gen X’s share of Food & NAB spend is 20%—slightly lower than the other categories we’ve explored. Several products where Gen X spend jumps up over 20% include Seafood, Fruit, Soft Drinks, and Coffee & Tea.
On average, global consumers spend roughly 19% of their CPG budget on Food & NAB purchases. This number jumps significantly in India, Indonesia, and Russia, whereas consumers in the UK and US spend less than 10% of their budget on the category.
Purchasing behaviors
Gen X spend is shaped by distinct purchasing behaviors. For instance, Gen Xers are more likely to try new products than Boomers, but much less likely than Millennials. Gen Xers are also more likely than Boomers, but much less likely than Millennials, to pay a premium to get a product when it first hits the market or to receive the product sooner.[2]
These key insights signal that innovations should be positioned to Gen X as practical and reliable, skewing away from that which is perceived as “trendy.” Gen X will respond well to products that offer clear functional benefits, like time savings or improved performance—particularly if they clearly demonstrate value for this cohort’s busy, dynamic lifestyle.
When it comes to the Health & Wellness category specifically, 31% of Gen Xers said they would use anti-obesity medications (AOMs) like Ozempic to support weight loss.[3] That’s much higher than Boomers, but lower than Millennials.
CPG manufacturers that are attempting to win with products that complement Gen X’s adoption of AOMs are increasingly innovating toward nutrient-dense, high-protein, and/or fiber-rich foods that build or maintain muscle mass and help to support digestion. Examples of these innovations include US manufacturers like Conagra introducing “GLP-1 Friendly” labels on their Healthy Choice frozen meals and Nestlé’s Vital Pursuit product line offering portion-controlled, higher-protein options tailored for consumers taking AOMs.
Gen Xers also continue to look to vitamins and supplements, with 65% saying they would start or increase their intake of vitamins and supplements to support their health (more than Boomers, less than Millennials).[4] As Gen Xers age, they will undoubtedly prioritize products that help them feel healthier.
2,3,4 NIQ 2025 Private Label & Branded Products report global survey
Midterm (2–10 years)
The midterm will see Gen X spend continue to dominate in categories like Travel, Education Services, Elder & Dependent Care, and Healthcare. However, peak Gen X spend will wind down by the early 2030s, and Millennials will assume the position Gen X had previously held as the highest-spending generational cohort.
This weakening is driven by several factors:
- The number of Gen Xers globally is declining.
- The older portion of the generation is entering retirement.
- Gen Xers’ dependent spend will dissipate as children leave home and Boomers pass away.
When we look at the numbers, Gen X will lose another 100 million members by 2035, but 300 million additional Boomers will also have passed away.[5] Over time, these Boomer losses will continue to shift Gen X’s spending prioritization away from Elder Care.
Though we will see a decline in spending by the end of this period, Gen X still has eight to 10 years of peak spend. In just five years, members of Gen X are set to spend as much per capita as Boomers do today. That’s not something brands can afford to ignore.
With Gen Xers in low-income countries having shorter life spans than those in high-income areas, the upper class and rich will increasingly account for a bigger share of Gen X spending.[6] Regions such as North America and Europe will become even more important markets for brands and retailers looking to capitalize on Gen X through 2030.
5,6 World Data Lab
To maximize incrementality from Gen X spending, the time to act is now. While Gen X will remain a dominant spending force beyond 2030, the most valuable years to capture the economic power of this consumer cohort are 2025–2030.
If you previously thought of Gen X as “the forgotten generation,” think again. Over the next five to 10 years, their peak earning power, financial influence, and evolving lifestyle priorities will make them one of the most quietly dominant consumer forces in the global economy.
Gen X CPG spend
Once again, we’ll evaluate what the midterm global Gen X spend is projected to look like across the key categories of Alcohol, Beauty, and Food & NAB.
Alcohol
The next five years represent an opportunity for alcohol brands to capture an additional $42 billion in Gen X spend. Growth will be seen across wine, spirits, and beer, with wine seeing significant growth into 2040. Just two regions will account for more than half of that growth.
The Alcohol industry has placed a lot of emphasis on winning over younger generations of drinkers, but World Data Lab projections show Gen X wine spending will continue to grow at a compound annual growth rate (CAGR) of 5.3% over the next 10 years.
Beauty
Beauty will also see Gen X’s spend grow over the next decade. Manufacturers and retailers can capture an additional $80 billion in Beauty Services and Beauty Products in the next five years alone. APAC and North America will account for nearly two-thirds of this growth.
Beauty Services is by far the largest category within Beauty, based on Gen X total spend. It will continue to grow at a CAGR of 5.2%, but Skin Care (Creams) will see an even greater rate of growth—with a 5.6% CAGR.
Food & NAB
The Food & NAB market will add $507 billion in Gen X spend over the next five years. This time, APAC alone accounts for over half this growth.
For Gen X, Coffee & Tea and Seafood will be the fastest-growing categories over the next five years, but Meat and Bread & Cereal will be the most valuable categories relative to spend. Even though Food Products and Soft Drinks account for the slowest-growing categories, they will still see a 3.5% CAGR.
Long term (10+ years)
We’ve already seen that as Gen X grows older, its spending power will be overtaken—first by Millennials in 2033 and then by Gen Z by 2040.[7] At 10-plus years into the future, Gen X members will be transitioning into their retirement years, which will bring new demand for Healthcare and Financial Services products.
However, retirement will likely look different for Gen X. Some experts believe Millennials will see the biggest benefit from the estimated $90 trillion in assets (in the US alone) that will be passed down from the Silent Generation and Boomers. This wealth transfer will help to cement Millennials as the richest generation in history. The idea that Gen X may be left out aligns with recent data in the US showing only 12% of Gen Xers will rely on an inheritance as part of their retirement income. This is acutely problematic, as 18% (12 million) of Gen Xers in the US have nothing saved for retirement, and 47% of all working Gen Xers expect to retire later than anticipated.
Predictive data for long-term Gen X CPG spend is limited. However, as Gen Xers simplify their lives in retirement or semi-retirement, we anticipate their spend will more closely resemble Boomers at the same life stages.
7 World Data Lab
C-suite takeaways
- Dual-dependent care will dominate Gen X spend in the short term.
- Standout categories like Alcohol, Beauty, and Food & NAB will see exponential growth in Gen X spend over the long term, but these are far from the only categories that will benefit.
- Gen X will try new products—especially ones that meet their needs relative to their life stage.
- Invest in premium and practical now, and anticipate a pivot to wellness, security, and ease-of-use for the long term.
- You have five years from today to capture the highest possible share of the Gen X wallet. The time to act is now.
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Gen X by region and country
To help organizations optimize their innovation, marketing, and assortment plans (by region or country), World Data Lab has forecast Gen X’s “peaks” of dominance across the globe. Regional outlooks, as well as country-specific forecasts, serve to help you better understand when Gen X’s peak spend will hit—and how long it’s going to last— so you can build a strategy to maximize incrementality.
Where does Gen X dominate today—and where will it dominate in 2030?
Due to shorter lifespans in developing countries, Gen X peak spending has already passed.
Although there will be a global decline in Gen X population, North America and Europe will actually see an increase in Gen X’s contribution to spend over the next five years. [8] In these regions, Gen X is the core spend engine of the next decade, but Asia Pacific has the fastest-growing spend of any region globally.
8 World Data Lab
To provide even more granularity relative to insights, we’re highlighting Gen X spend across countries from four key regions: North America, Western Europe, Asia Pacific, and Latin America.
North America
United States
The US is on the cusp of becoming a Gen X economy. Organizations should be looking at what matters to Gen X now and developing plans that cater to their needs via relevant products and messaging.
Currently, in the US, Gen X households (in total) spend less across almost all CPG categories than Boomer or Millennial households because there are comparatively fewer of them. [9] However, they are big spenders when you look at dollars spent on a per-household basis. At the category level, Gen X households in the US spend more than Boomer households on all categories—except Floral—and more than Millennial households on Pet Care, Floral, and Household Care.
Gen X is also revealing its life stage when we look at value share relative to Boomers and Millennials. It has the lowest value share for Baby Care (except for Boomers) and the highest for Pet Care, with 4.8% of its CPG budget going to Gen Xers’ furry friends. [10]
Looking beyond CPG, we continue to see growth in Gen X spend on Elder & Dependent Care, as well as on Recreation and Health & Wellness.
9,10 Source: NIQ US Omnishopper Panel, CPG Purchasing Total Outlets (In-store & E-commerce), 52 weeks ending Feb. 22, 2025
4.8%
of the Gen XCPG budget goes to Pet Care
Looking only at national-level data in the US is ill-advised, however. As seen in the chart below, wealthier Gen Xers tend to concentrate in select city centers. (In Seattle and Boston, for example, 70–79% of Gen Xers are rich.)
What this tells us is that manufacturers and retailers must consider regional, urban, rural, and other nuances when selling to Gen X consumers. By leveraging NIQ’s hyper-local, omnichannel data, brands and retailers can move beyond broad strokes to activate with precision—by geography, mission, and mindset.
Canada
Like the US, Canada is presently a Boomer economy. Its transition to a Gen X economy will lag slightly behind the US, starting in 2027 and lasting until 2033.
As one might expect, Canada’s Gen Xers will spend more in several of the same categories as in the US, including Elder & Dependent Care and Optical & Health Accessories. However, Canadians will be much more focused on Household Services and Travel than their neighbors to the south.
Western Europe
United Kingdom
Gen X in the UK will reign supreme over the economy for 14 years—much longer than in other nations. In fact, their dominance has already begun.
In Great Britain, we see CPG spending for Gen X households skew toward the Pet Food category and away from Paper Products and Healthcare products. When compared with Boomer households, Gen X households purchase more Confectionery & Snacks, Non-alcoholic Beverages, Health & Beauty, and Frozen Food.
Looking at the fastest-growing categories for Gen X across the UK, we see a much heavier focus on services than we did in the US.
Germany
Like in the UK, Gen X dominance has already begun in Germany, but Germany will shift to a Millennial economy one year earlier. Because Germany had a thriving economy as Gen X was coming of age, these consumers are wealthier today than Gen Xers in some other EU countries.
In CPG categories, German Gen X households look a lot like their counterparts in Great Britain, skewing toward the Pet Food category and away from Paper Products. They also spend more on Non-alcoholic Beverages, Health & Beauty, and Frozen Food than the Boomer cohort.
Gen X in Germany is also spending more on Holidays, Jewelry, and Medical Products & Services when we examine the fastest-growing categories over the next five years.
France
The economy in France tells a different story. Boomers still dominate spend in France—and will until 2032. This is due to a relatively weak economy during Gen Xers’ youth, which has resulted in them having decreased spending power compared with Boomers when Boomers were at the same life stage.
That said, it’s beneficial to look at French Gen Xers’ CPG spend, relative to Boomers and Millennials. Here, Pet Food surfaces as a top category yet again. Gen X is also spending more on Frozen Food (relative to Boomers) and on Home Care and Healthcare (relative to Millennials).
Asia Pacific
China
Gen X is comprised of the most Asian members of any generation ever—with 61% of its population born in APAC.[11] A staggering 37% of this cohort was born in China.
11 World Data Lab
Unlike any other country we’ve examined thus far, Gen X and Millennials have been neck-and-neck in the race for dominance in China since 2015. In just two years, however, Millennial spend will finally overtake Gen X for good.
Unsurprisingly, Elder & Dependent Care is a priority for Gen X in China, but we’ll also see notable growth in the Soft Drinks category.
India
Gen X hasn’t dominated India’s economy within the past 10 years, nor will it in the future. Rather, its younger counterparts have taken the reins, with Gen Z already surpassing Millennials in total spending power.
Even though Gen X isn’t the dominant spending cohort in India, it’s still markedly spending. Wine and Air Travel are two of the fastest-growing categories that brands should continue to monitor for incrementality.
Latin America
Brazil
Gen X spend is far from finished in Brazil, even though it’s currently a Millennial-dominated economy. Increased mid-life spending will propel Gen X to dominance by 2028, and it will remain the highest-spending generation for five or six years.
Mexico
As we saw in India, Gen X spend in Mexico has already been surpassed by both Millennial and Gen Z spend. Gen Z will own the next decade here until Mexico becomes a Millennial-driven economy again in 2035.
Global implications
The key takeaway: In line with the aforementioned values and spending priorities, Gen X emerges as “the caretaker consumer” generation. The relatively high degree of spend on categories relating to the home signals Gen X’s role in maintaining multiple households, caring for both family and pets, and ensuring functionality across the homes they manage.
Manufacturer actions
Gen X spend reveals white space for premium, yet practical, product innovations—particularly at the intersection of cleanliness and comfort. Manufacturers should leverage category and shopper data to identify where Gen X is electing for premium selections and/or over-indexing (i.e., pet health, functional cleaners, household products), and they should build innovation pipelines that speak directly to “value plus” product positioning. Think: smarter, functional upgrades; “cleaner” formulations; and multi-use packs and formats. It’s critical that solutions add clear benefit and simplify—without sacrificing quality.
- Leverage data to strategically optimize product lines regionally.
- In higher-income countries, offer premium (or specialized) SKUs. In others, focus on more flexible formats and affordability.
Retailer actions
Gen X shoppers are disproportionately valuable in categories linked to home care management, but they’re often under-represented in planning. To capture this spend, retailers should leverage consumer insights and data to tailor assortment, cross-merchandize, and target promotions to Gen Xers’ specific priorities: maintaining homes, supporting familial well-being, and safeguarding their valuable time.
- Segment Gen X spend strategies regionally.
- In more developed markets, elevate the shopper experience.
- In other markets, maintain options but shift larger-scale investments toward Millennials and Gen Z.
- In other markets, maintain options but shift larger-scale investments toward Millennials and Gen Z.
Strategic considerations
Private label and small brands
In recent years, private label products have become increasingly popular with consumers—not just in the US or Europe, but globally. While younger generations are much more willing to spend on private label, Gen X is spending big—and notably spending more than Boomers. However, Gen X tends to lean more toward branded products when purchasing large and/or well-known, established brands.
Gen X won’t necessarily go out of its way to purchase from small brands. Yet, when presented with products viewed as substitutable, Gen X does show a preference for smaller brands over large manufacturer and/or retail brands. A recent NIQ survey also found that 33% of Gen Xers try to consume products made locally or that support their local area.[12]
12 NIQ proprietary data
Tech & Durables
Gen X was the first generation to use the Internet, own cell phones, and purchase laptops. Members of this generation spent their youth in music stores at the mall, carrying their portable Walkman, Discman, and then iPod. The amount of technology changes Gen X has both first experienced and then subsequently adopted is astounding.
Today, Gen Xers are purchasing smart appliances, wearable health tech, and hybrid work setups, and they’re influencing the technology purchases of both their parents and their children. As might be expected, Gen X is much more likely to adopt new “smart” devices than Boomers, yet less likely than its younger counterparts.[13]
Global statistics about Gen Xers’ current use of technology
- 35% allow “smart” devices (e.g., fridge sensor) to automatically order new products when required[14]
- 38% regularly use a wearable device that autonomously tracks and learns their behaviors[15]
- 39% accept product recommendations from their own AI assistant (e.g., Siri on iPhone, Amazon Alexa, etc.)[16]
- 40% leverage AI to automate and speed up everyday shopping decisions[17]
Wearables and health and wellness apps will likely see even greater growth as Gen X ages. Globally, over half of Gen Xers already leverage technology or apps to manage health needs.[18] As Gen X spending power hits its peak, there’s a huge opportunity for T&D manufacturers to capture Gen X spend.
13, 14, 15, 16, 17, 18 NIQ 2025 Private Label & Branded Products report global survey
Retailer actions
Lean into education, credibility, and customer service. Gen X still values in-store interactions for higher-priced products but typically scans reviews before making purchase decisions. Feature side-by-side comparisons and strategically curate seamless omnichannel experiences to fuel purchases.
Manufacturer actions
Design products that simplify complexity. (Gen X doesn’t seek gratuitously “smart” products.) Key product attributes include durability, reliability, and simple onboarding (i.e., easy setup and/or support). Make the cross-generational appeal primary—this generation often shares tech recommendations with both their aging parents and their adult children.
Technology in retail
Like other generations, Gen Xers tend to distrust AI technologies and worry about the safety of their personal information. When asked if they avoid sharing details in virtual interactions because they don’t trust AI data privacy, 58% of Gen X respondents said “Yes.”[19] Almost as many (53%) said they would wait longer for support from a human to avoid interacting with an AI-generated influencer or customer service representative.[20] These responses show that it’s important for retailers and brands to build trust around AI tools with Gen X consumers and continue to provide human alternatives when it comes to customer service options.
Despite their concerns about AI, Gen X consumers are far from technology averse. According to an NIQ global survey, more than one-third of Gen Xers say they are likely to purchase a product or service they have experienced solely through an augmented reality (AR) or virtual reality (VR) platform.
When it comes to digital payments, Gen X demonstrates a strong preference for convenience and security. The annual McKinsey Digital Payments Survey reveals that digital wallet usage has become commonplace, with in-store adoption in the US increasing from 19% in 2019 to 28% in 2024.
These trends illustrate that Gen X is not only comfortable with technology but also a significant driver relative to digital adoption. This cohort’s engagement with AR/ VR and digital payment solutions highlights its adaptability and influence in shaping the digital consumer landscape—particularly given its outsized global purchasing power.
19, 20 NIQ 2025 Private Label & Branded Products report global survey
Sustainability
Consumers are facing economic pressure and making tradeoffs when it comes to cost vs. values. Recent trends show that Gen X, like younger generations, is beginning to deprioritize environmental, social, and governance (ESG) claims in their purchasing decisions across many major markets. However, specific claims like recyclable packaging, clean ingredients, and energy efficiency continue to resonate with Gen X.
Indeed, products with recyclable packaging claims have seen an 8.4% annual sales increase, making it a trend that offers significant upside. According to a 2023 brand- sponsored study by Boxed Water and Researchscape International, 59% of Gen Xers reported that they “often” or “always” recycle, surpassing both Millennials (50%) and Gen Z (44%)—data highlighting Gen X’s strong engagement in consistent, lifestyle-driven sustainability behaviors.
Gen Xers, like Boomers, place slightly higher priority on energy efficiency and the cost to run appliances than younger generations.[21] As heads of households who are caring for children and aging parents, this focus on cost savings makes sense.
While Gen Xers are 10% less likely than Millennials and Gen Zers to switch retailers or providers to purchase more sustainable options, they are 17% more likely to do so than Boomers.[22]
21,22 NIQ 2025 Private Label & Branded Products report global survey
The key takeaway
Brand loyalty is earned through clear value, simplicity, and consistency. Gen X isn’t typically won over by hype—but they’ll reward honesty and utility.
The big takeaways for manufacturers and retailers
Gen X isn’t a transitional generation—it’s your present-day profit center. This cohort is in its prime earning and spending years, wielding outsized influence despite its smaller population size. Sandwiched between two larger generations, Gen X is punching above its weight—leading households, shaping workplace dynamics, and guiding purchasing decisions for themselves and for the Boomers and younger generations they support.
What to remember about Gen X
- Gen X is “the forgotten generation.” Retailers and manufacturers are underestimating their spending power. The Gen X decade began four years ago (in 2021), and the time to leverage their pole position is now.
- Gen Xers are “caretaker consumers.” They support their parents and children, leaving them with less discretionary spending but influencing purchasing decisions for Gen Z, Millennials, and Boomers. They are the CFOs of their households.
- Gen X spending differs across countries and regions. Retailers need to apply a generational country and city lens to their outreach efforts. Gen X only dominates in developed markets and in China. Gen X will gain further traction in the US, parts of Europe, and Latin America.
Over the next five to 10 years, Gen X will hit its peak consumption era, especially in mature markets critical to global brand and retailer growth. Its habits are stable, measured, and relatively high-value—making Gen Xers an ideal audience for CPG and T&D brands, as well as the retailers that carry their products. Members of this generation don’t chase trends; they invest in what works for them and those they support. If you fail to prioritize them now, you’re not just missing a moment—you’re risking a decade of loyalty and lifetime value.
Gen X isn’t a transitional generation—it’s your present-day profit center.
We’d welcome the opportunity to partner with your team to ensure your innovation pipeline, marketing, merchandising and assortment strategy , pricing and promotion plans, and more are built to resonate authentically with Gen X—and move them to action.
Let’s make sure you’re not overlooking your most quietly powerful consumer.
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