SINGAPORE | NielsenIQ, in collaboration with the World Data Lab (WDL), has revealed that Generation X has emerged as a trillion-dollar consumer powerhouse in the Asia Pacific, yet remains underrecognised in marketing strategies across industries.
Often referred to as the “invisible generation,” Gen X (born 1965–1980) wields extraordinary economic influence, especially in multigenerational households that are ordinary across the region.
The global generational spending report, The X Factor: How Generation X is quietly driving trillions in consumer spending, found that Gen X in the Asia Pacific is projected to spend an estimated USD 4.4 trillion by the end of 2025.
The figure is expected to rise to USD 5.7 trillion by 2030, reflecting steady growth as Gen X continues to support multigenerational households and drive demand across essential and premium categories. This cohort is in its peak earning and spending years, driving growth across consumer packaged goods (CPG) and tech and durables (T&D) categories.
“Marketers have been busy chasing Gen Z and Millennials, but Gen X is the one quietly holding the purse strings,” said Roosevelt D’Souza, Customer Success Leader for Asia Pacific at NIQ.
“In many Asian households, they manage the family budget, influence what gets purchased, and take care of both their children and ageing parents. That’s a level of influence brands cannot afford to ignore."
Gen X’s dual role as caregiver and consumer is becoming even more pronounced. NIQ’s latest findings revealed that 27 percent of Gen X consumers in the Asia Pacific expect to spend more time caring for senior relatives over the next two to five years, while also supporting their children or extended family.
Meanwhile, 43 percent said that investing in health and wellness has become more critical, as they recognise they may only be at the midpoint of their lives.
Strategic Imperative
The next five years represent a once-in-a-lifetime window to capture GenX’s loyalty. By 2030, their share of global spending is expected to begin declining as Millennials take the lead.
In China, Millennials are set to overtake Gen X spending by 2027. Brands that act now can secure long-term Gen X consumer behaviour, championing brand innovation, and staying attuned to the shifting priorities and expectations of this influential cohort.
“Gen X is not a transitional generation; it’s the region’s present-day profit centre,” said Terence Colle, Managing Director, Strategic Analytics & Insights at NIQ Asia Pacific.
“They are pragmatic, digitally fluent, and deeply influential. Our analysis shows that Gen X’s consumer behaviour reflects both stability and high expectations. Brands that want to win in Asia Pacific must act now by decoding Gen X’s decision-making patterns, anticipating their needs, and delivering meaningful innovation. The Gen X decade is underway, and the opportunity to earn their loyalty and lifetime value is closing fast.”
What Drives Gen X in APAC
Gen X consumers in the Asia Pacific are financially confident, brand-loyal, and pragmatic, making them a key consumer segment across FMCG and Tech & Durables categories.
Their shopper journey is marked by a practical approach to research, brand comparison, and multi-channel purchasing, blending in-store familiarity with digital convenience. Their spending is measured and intentional, reflecting the weight of multigenerational caregiving responsibilities. They prioritise trusted brands for daily essentials and selectively upgrade to premium products that offer quality and value, especially when shopping for their families.
Health and wellness are growing focuses, with a rising demand for vitamins, supplements, and products related to ageing. They also approach technology with a balanced mindset, favouring useful AI tools while addressing data privacy concerns.
Sustainability is a strong purchase driver, with many willing to switch retailers for greener alternatives. This high-intent, values-driven behaviour positions Gen X as a commercially active and influential cohort for brands in the Asia Pacific.
What Sets APAC Markets Apart
While APAC Gen X shares common consumer behaviours such as trust in brands, digital fluency, and thoughtful spending, distinct market behaviours present critical opportunities for tailored strategies. Below are country-specific insights revealing what makes each market unique:
- Australia - Gen X consumers in Australia act as the CFO of three generations, driving spend across categories that reflect multigenerational needs, including vitamins, fresh eggs, flavoured RTD (ready-to-drink) beverages, cheeses, frozen bakery snacks, energy drinks, frozen pasta meals, dog food, and large mammal foods. Some categories like diet/nutrition and other medicinal products can point to increased investment in self-care.
- China - 37 percent of global Gen X was born in China; Millennials are expected to overtake them by 2027. The fastest-growing categories in China include bicycles and e-bikes, financial services fees, soft drinks, elderly and dependent care, and air travel.
- India - Gen X is not the dominant spending cohort, but it is still a significant spender. Wine and air travel are two of the fastest-growing categories, followed by vehicles, financial services fees, and personal care durables.
- Indonesia - Gen X consumers in Indonesia are driving growth in the adult powder milk segment, primarily through sachet formats that support affordability and trial. Household penetration is increasing with the introduction of sachet packs, signalling growing health consciousness and a shift towards convenient nutrition.
- Japan - Projected to spend over USD 728 billion by 2030
- Korea - Gen X in Korea prioritise ageing-related health needs, with significant growth in online sales of joint health and bone health products. Notable trends include rising sales of chondroitin for joint support, as well as MBP (Milk Basic Protein) for bone health. Cognitive enhancement products, such as phosphatidylserine, are also gaining traction, reflecting Gen X’s growing sophistication and diversification in health choices.
- Singapore - Per capita spending projected at USD 27,500 in 2025, rising to USD 33,500 by 2030
- Thailand - Expected to spend over USD 80.4 billion by the end of 2025, rising to more than USD 94.2 billion by 2030
More insights here
