A new report has revealed the most influential consumer cohort of the next decade – Gen X – with alcohol one of their key focus areas for spending.

NielsenIQ (NIQ), in collaboration with World Data Lab (WDL) has issued a comprehensive generational spending report called The X Factor: How Generation X is quietly driving trillions in consumer spending. It reveals that despite Gen X—those born between 1965 and 1980—being smaller in size than Millennials or Gen Z, will form the world’s second-largest consumer market—second only to the US and roughly twice the size of China’s total spending—in 2025.

According to NIQ, Gen X should be treated by drinks brands as a “present-day profit centre”.

Over the next five years (2025-2030), Gen X is projected to increase spending across three key categories: alcohol (+$US42 billion), food & non-alcoholic beverages (+$US507 billion) and beauty (+$US80 billion).

According to NIQ growth will be seen across wine, spirits, and beer. Gen X surpasses Baby Boomers in wine sales, particularly in fine wine, with the category expected to see significant growth into 2040.

NIQ Chief Communications Officer & Head of Global Marketing COE Marta Cyhan-Bowles said: “Gen X is at the centre of a major economic shift—driving spending across categories while managing the demands of multiple generations.

“The data is clear—Gen X’s influence is profound and far too frequently overlooked by brands. This cohort will continue to shape the future of the global consumer economy for years to come.”

While many brands have pivoted to courting Gen Z, NIQ said they have been missing out on significant opportunities with Gen X consumers. In fact, Gen Xers (currently ages 45 to 60 years old) have been in their peak spending years since 2021—and will continue as the world’s highest-spending cohort until 2033. They will spend $15.2 trillion in 2025 alone and by 2035, their annual spend will peak at $23 trillion.

World Data Lab CEO Wolfgang Fengler said: “Gen Xers are the gatekeepers of trillions in spending, effectively serving as the CFOs of three generations—their own, their children’s, and their parents.

“Brands and retailers that invest in them today will see measurable growth and long-term return on investment.”

Gen X shopping behaviours 

Among the insights in the report:

• 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.
• Gen X women control 50% of global consumer spend, influencing 70–80% of household purchasing decisions.
• 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.