NielsenIQ in collaboration with World Data Lab issued a comprehensive generational spending report focused on Gen X. The report found that 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. 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 Gen X 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% of Gen X respondents 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 augmented or virtual reality platform. Often called “the sandwich generation,” Gen Xers influence purchasing by their parents and their dependent children. Gen X women control 50% of global consumer spend, influencing 70–80% of household purchasing decisions. North America: Gen X is the core spending engine 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. Western Europe: Gen X dominates in the UK and Germany, with strong spending in Health & Beauty, Frozen Food, and Travel. Asia Pacific: Gen X spending is peaking in China, while Millennials and Gen Z lead in India. Latin America: Brazil will become a Gen X-led economy by 2028, while Mexico is already Millennial- and Gen Z-driven. Key highlights: 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 (+$80B); Beverage Alcohol (+$42B). Gen X is comprised of tech-savvy decision-makers who influence purchases across generations and embrace omnichannel shopping. Gen X behaviors and needs are nuanced, highlighting the need for brands and retailers to examine regional and local data to maximize incrementality from this cohort.