SINGAPORE -- NielsenIQ (“NIQ”) (NYSE: NIQ), a leader in consumer intelligence, in collaboration with World Data Lab (WDL), reveal that Generation X is emerging as a trillion-dollar consumer powerhouse in Asia Pacific — and yet, remains under-recognized 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 common 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 Asia Pacific is projected to spend an estimated USD 4.4 trillion by end of 2025. The figure is expected to rise to USD 5.7 trillion by 2030, reflecting a 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 & 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 aging 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 reveal that 27% of Gen X consumers in Asia Pacific expect to spend more time caring for senior relatives over the next 2-5 years—while also supporting their children or extended family. Meanwhile, 43% say that investing in health and wellness has become more important, as they recognize 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 will begin to decline 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 behavior, 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 center,” stated 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 behavior 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 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 prioritize trusted brands for daily essentials and selectively upgrade to premium products that offer quality and value, especially for shopping for their families. Health and wellness is a growing focus, with rising demand for vitamins, supplements, and aging-related products. They also embrace technology with a balanced mindset, favoring useful AI tools while maintaining data privacy concerns. Sustainability is a strong purchase driver, with many willing to switch retailers for greener alternatives. This high-intent, values-driven behavior positions Gen X as a commercially active and influential cohort for brands in Asia Pacific.

What Sets APAC Markets Apart

While APAC Gen X shares common consumer behaviors—such as trust in brands, digital fluency, and thoughtful spending—distinct market behaviors present critical opportunities for tailored strategies. Below are country-specific insights revealing what makes each market unique: