Gen X in APAC to Spend USD 4.4 Trillion by End of 2025, Rising to USD 5.7 Trillion by 2030

NielsenIQ (“NIQ”) (NYSE: NIQ), a leader in consumer intelligence, in collaboration with World Data Lab (WDL), today 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.