Gen X to Spend USD 5.7 Trillion by 2030 in Asia Pacific: Here's How They Shop and Care
Gen X, born between 1965 and 1980, is a significant force in the Asia Pacific market. With distinct behaviors and preferences, they present critical opportunities for tailored strategies. By 2030, they are projected to spend USD 5.7 trillion, with 61% of the global Gen X population residing in Asia, led by China and India.
APAC's Gen X embraces technology with a balanced mindset, using AI tools while maintaining data privacy concerns. They prioritize trusted brands for daily essentials, selectively upgrading to premium products, with health and wellness a growing focus. Their shopper journey is practical, involving thorough research, brand comparison, and multi-channel purchasing, balancing in-store familiarity with digital convenience.
Sustainability is a strong purchase driver for Gen X. Many are willing to switch retailers for greener alternatives. However, in countries like China and India, they tend to be more price-conscious, seeking value-for-money and affordability. In contrast, other Asian countries may show a stronger focus on brand loyalty or premium purchases among Gen X. The next five years are critical to capture Gen X's loyalty before their share of global spending declines.
Gen X's dual role as caregiver and consumer is becoming more pronounced, with 27% expecting to spend more time caring for senior relatives and 43% prioritizing health and wellness. Their financial confidence, brand loyalty, and pragmatism make them a key segment for FMCG and Tech & Durables categories. Understanding and catering to their unique preferences and behaviors will be crucial for businesses aiming to thrive in the Asia Pacific market.
