2025年X世代消费行为与支出趋势研究报告

AW E L C O M E F R O M Thank you for the opportunity to shareThe X Factor: How Generation X is quietly driving trillions in consumer spendingwith you. This report provides a global analysis of Gen X consumer behavior and spending trends, based on proprietaryNIQ andWorld Data Lab(WDL) data, including WDL’s consumer spending forecasts. It follows our groundbreakinggenerational report,Spend Z, and continues our mission to decode and predict generational spending patternsworldwide, 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 theconsumer packagedgoods(CPG) andTech & Durables(T&D) industries only have a few years to maximize Gen X spend before thiscohort’s share of total spending starts to decline.The X Factorforecasts key areas of growth and underscores thedifferences in Gen X behavior by region and country so brands can better understand what motivates this generationtoday—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 thatmanufacturers and retailers will see measurable growth if they properly invest in Gen X. If you have questions about ourresearch 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.” Marta Cyhan-BowlesChief Communications Officer &Head of Global Marketing COE, NIQ Wolfgang FenglerCo-founder & CEO,World Data Lab Table ofContents 04Introduction 06Who is Gen X? 16Gen X spending prioritiesNear term (0–2 years)Midterm (2–10 years)Long term (10+ years) 34Gen X by region and countryNorth AmericaWestern EuropeAsiaPacificLatin America 47Strategic considerations 51The big takeaways for manufacturers and retailers Click on thecontents tonavigate Introduction For years, Gen X has been dubbed “the forgotten generation” in media, policy, andeven marketing campaigns. Skipped over or bundled in with Boomers or Millennials,this small but mighty generation has quietly become the engine of global consumerspending.This report will show why the next decade represents a once-in-a-lifetime opportunity for manufacturers and retailers to capture Gen X loyalty andlifetime value. Gen X will be the spending leader globally through 2033,surpassing $20 trillion (USD). If you aren’t planning with themin mind, you’re missing your most profitable current customer. Why you can’t afford to overlook Gen X ⚫Gen X will leadglobal consumerspendingfrom 2021 through 2033.In high-income markets, Gen X will take the lead later but hold it longer—from2026 through 2036. ⚫While Boomers still dominate in net worth, Gen X is second—and gaining. ⚫Gen Xers are currently in theirpeak expenditure years(ages 45–60). ⚫Gen Xers have emerged as “caretaker consumers”—simultaneously caringfor children, aging parents,andtheir 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 willreach $23 trillion. The time tocapture Gen Xspend is now. Taking action Our goal is to make this report actionable, with insights specific to manufacturers andretailers. Unlike with other generations we’ll analyze,Gen X’s spend is peakingnow,meaning immediate action is necessary.At the end of each section, you’ll find asummary 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 isavailable to assist. We can help make sense of the data for your prioritized categoriesand identify new opportunities within your product portfolio. What actions matter now? Retailer actions Focus innovation and premiumproduct development on Gen Xtoday. Unlike other generations,Gen X canand willspend onquality and convenience now—but only if you can clearlyconvey value. Manufacturer actions Strategically develop productportfolios that cater to Gen X’sbinary role as provider andconsumer. Focus on functionalinnovation, premiumization, andclear value communication. Who is Gen X? Born between1965 and 1980 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 anddigital domains. They were born primarily to Boomer parents, and their children are eitherMillennials or Gen Zers. Gen Xers pride themselves on their independent spirit, which canbe 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 Xersdidn’t have a cell phone until college—or later.