Gen X is entering their wellness era.
Shopping trip. Accounting for $15.2T of global spend in 2025—trailing only baby boomers—the smallest living generation is going big on personal care and healthy food & bev sales.
Historically ignored by marketing dollars and product innovation, increasingly health-conscious Gen X is in their peak earning and spending years, projected to surpass $20T by 2033 as they shop for parents, children, and themselves.
New image. Overshadowed by longevity-seeking millennials and boomers, Gen X accounts for over a third of spend on CPG and quick-serve restaurants, per Numerator.
Buying big into beauty, the cohort seeks to age well but desires inclusivity in SKUs designed for younger users. Tech-savvy but less susceptible to hype, they opt for effective, easy-to-use products and e-comm channels, including TikTok Shop.
Valuemaxxing. Following broader trends, Gen X grocery lists highlight better-for-you alternatives and protein- and fiber-infused products. But, they don’t subscribe to protein mania — more comfortable with their current intake than maxxers. Setting their own definition of balance, Gen X is still indulging in alcohol, accounting for a third ($692B) of sales.
Punchline: Lacking attention yet dominating spend, name-brand-loving Gen X consumers are driven by efficacy and convenience. Challenger brands that can set the tone with a generation that feels neither old nor young can win over forgotten wellness superusers.
