Gen X Emerges as Most Influential Global Consumer Cohort

NielsenIQ (NIQ), in collaboration with World Data Lab (WDL), issued a comprehensive generational spending report focused on Gen X. It reveals that Gen X—those born between 1965 and 1980—is the most influential and overlooked consumer cohort of the next decade.

Despite being smaller in size than Millennials or Gen Z, Gen X would form the world’s second-largest consumer market—second only to the U.S. and roughly twice the size of China’s total spending—in 2025. “Gen X is at the center of a major economic shift—driving spending across categories while managing the demands of multiple generations,” said Marta Cyhan-Bowles, Chief Communications Officer & Head of Global Marketing COE at NIQ. “The data is clear—Gen X’s influence is profound and far too frequently overlooked by brands. This cohort will continue to shape the future of the global consumer economy for years to come.”

The X Factor, NIQ’s latest report on generational insights, builds on the groundbreaking Spend Z report on Gen Z’s spending power. While many brands have pivoted to courting Gen Z, they have been missing out on significant opportunities with Gen X consumers. In fact, Gen Xers (currently ages 45 to 60 years old) have been in their peak spending years since 2021, and will continue as the world’s highest-spending cohort until 2033. They will spend $15.2 trillion in 2025 alone, and by 2035, their annual spend will peak at $23 trillion. “Gen Xers are the gatekeepers of trillions in spending, effectively serving as the CFOs of three generations—their own, their children’s, and their parents’,” said Wolfgang Fengler, Co-founder & CEO of World Data Lab. “Brands and retailers that invest in them today will see measurable growth and long-term return on investment.”

In the next five years (2025-2030), Gen X is projected to increase spending across three key categories: Food & Non-alcoholic Beverages (+$507 billion), Beauty (+$80 billion), and Beverage Alcohol (+$42 billion).  Gen X is comprised of tech-savvy decision-makers who influence purchases across generations and embrace omnichannel shopping. Their behaviors and needs are nuanced, highlighting the need for brands and retailers to examine regional and local data to maximize incrementality from this cohort.

When buying well-known, large brands, nearly three-quarters (72%) of Gen X respondents say they usually buy “name brands” made by a big national or international manufacturer rather than store-branded private label products. 35% of respondents allow smart devices to automatically order new products, 39% accept product recommendations from an AI assistant, and 40% leverage AI to automate and speed up daily tasks. 58% say they avoid sharing details in virtual interactions because they don’t trust AI data privacy, but more than one-third say they are likely to purchase a product or service they have experienced solely through an AR/VR platform. Gen X women control 50% of global consumer spending, influencing 70–80% of household purchasing decisions.

Gen X is forecast to be the core spending engine in North America through 2033. In the US, Gen X households spend more per household than Boomers or Millennials in most CPG categories. Wealthier Gen Xers are concentrated in city centers. Gen X dominates in the UK and Germany, with strong spending in Health & Beauty, Frozen Food, and Travel. Their spending is peaking in China, while Millennials and Gen Z lead in India. Brazil will become a Gen X-led economy by 2028, while Mexico is already Millennial- and Gen Z-driven.