2025年X世代消费行为与支出趋势研究报告（英）

1 © 2025 Nielsen Consumer LLC. All rights reserved.2 © 2025 Nielsen Consumer LLC. All rights reserved.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.”A W E L C O M E F R O MWolfgang FenglerCo-founder & CEO, World Data LabMarta Cyhan-BowlesChief Communications Officer & Head of Global Marketing COE, NIQ3 © 2025 Nielsen Consumer LLC. All rights reserved. 04 Introduction 06 Who is Gen X?16 Gen X spending priorities Near term (0–2 years) Midterm (2–10 years) Long term (10+ years)34 Gen X by region and country North America Western Europe Asia Pacific Latin America47 Strategic considerations 51 The big takeaways for manufacturers and retailersTable of ContentsClick on the contents to navigate 4 © 2025 Nielsen Consumer LLC. All rights reserved.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.Introduction 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. ⚫ 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 i