2025年中国X世代影响力报告（45-60岁中老年人群）（英文）-尼尔森IQ

Core Insights - The report highlights the significance of Generation X (ages 45-60) as a key consumer group, projected to spend $15.2 trillion globally by 2025, making it the second-largest consumer market after the US [1][22][33] - Generation X is characterized as "caretaker consumers," balancing responsibilities of caring for both aging parents and children, which influences their spending patterns [1][22][81] Consumer Behavior - Generation X consumers prioritize practicality and reliability in products, showing a willingness to pay for quality but rejecting gimmicks [2][34] - They exhibit strong digital adaptability, with 39% open to AI recommendations, yet prefer human customer service due to privacy concerns [2][34] - Brand loyalty is high among Generation X, with 72% favoring well-known brands while also being open to local and niche products [2][34] Spending Trends - Key spending categories for Generation X include Elder & Dependent Care (growing at 8.2% annually), Education (6.2%), and Health-focused food products [1][89] - Alcoholic beverages account for 26% of their global spending, with a notable preference for mid-range wines priced between $15-$20 [2][108][115] - The beauty sector sees Generation X contributing 25% of total spending, with a focus on skincare and beauty services [2][120] Regional Insights - In China, Generation X represents 37% of the global cohort, with spending expected to remain on par with Millennials until 2027 [3] - High-income countries will see Generation X maintain its spending dominance until 2030, while low-income countries are witnessing a decline in their influence [3][45] - Wealthier regions account for two-thirds of Generation X's spending, highlighting the disparity in consumer behavior across different income levels [3][59] Strategic Recommendations - Brands should focus on practical product offerings that cater to the dual role of Generation X as both caregivers and consumers, emphasizing functionality and clear value [3][25] - Retailers are encouraged to enhance omnichannel experiences while maintaining human customer service to build trust with Generation X [3][71] - Marketing strategies should highlight family values and avoid overemphasizing trendy concepts to foster long-term loyalty among Generation X consumers [3][71]