COPENHAGEN | May 28, 2025 Gen X is not just alive and well, they are quietly driving a global spending surge worth $15.2 trillion. Yet most brands still aren’t paying attention.At this year’s NACS Convenience Summit Europe in Copenhagen, World Data Lab and NIQ will co-present exclusive new research showing how Gen X often dubbed the “forgotten generation” is now the most powerful spending force in both high-income and emerging markets.The presentation, “The X Factor: How Generation X is quietly driving trillions in consumer spending,” will be led by Wolfgang Fengler, CEO of World Data Lab, and Marta Cyhan-Bowles, Chief Communications Officer at NIQ. It dives deep into new data modelling that reveals not only how Gen X is spending, but where, on what, and why brands are missing billions in untapped potential.“Gen Xers are the CFOs of three generations, they support their parents, their children, and themselves,” said Wolfgang Fengler. “They’re omnichannel pioneers, brand loyal, and pragmatic spenders. This is not a trend. This is the economic engine of the next decade.”Findings from the session include:In 2030, Gen X will be the highest-spending generation in high-income countries.
Gen X spending is set to rise by $4 trillion globally over the next five years.
Despite being smaller in size, Gen X offers the highest return per shopper due to brand loyalty and multi-category spend.
In categories like alcohol, beauty, health, and pet food, Gen X dominates share of spend.
The growth is particularly sharp in APAC and Europe, where Gen X is driving premium consumption and shaping omnichannel expectations.The research challenges current marketing assumptions and urges global retailers and manufacturers to shift their generational focus, or risk losing ground.
The findings are part of World Data Lab’s ongoing work to “now-cast to forecast” global consumer trends. Their data tools which include localized insights across 6,000 cities are used by multinationals and policy leaders to model demand across sectors.World Data Lab’s participation at NACS comes at a time of heightened urgency for smarter, data-driven strategy in retail. The summit gathers convenience leaders from across Europe, Asia, and the Americas to tackle the future of digital, in-store, and omnichannel retail.To access the full presentation deck or request an interview with Wolfgang Fengler, contact: anne.mason@worlddatalab.com
Gen X spending is set to rise by $4 trillion globally over the next five years.
Despite being smaller in size, Gen X offers the highest return per shopper due to brand loyalty and multi-category spend.
In categories like alcohol, beauty, health, and pet food, Gen X dominates share of spend.
The growth is particularly sharp in APAC and Europe, where Gen X is driving premium consumption and shaping omnichannel expectations.The research challenges current marketing assumptions and urges global retailers and manufacturers to shift their generational focus, or risk losing ground.
The findings are part of World Data Lab’s ongoing work to “now-cast to forecast” global consumer trends. Their data tools which include localized insights across 6,000 cities are used by multinationals and policy leaders to model demand across sectors.World Data Lab’s participation at NACS comes at a time of heightened urgency for smarter, data-driven strategy in retail. The summit gathers convenience leaders from across Europe, Asia, and the Americas to tackle the future of digital, in-store, and omnichannel retail.To access the full presentation deck or request an interview with Wolfgang Fengler, contact: anne.mason@worlddatalab.com
https://worlddatalab.com/the-x-factor
