NielsenIQ (NIQ) in partnership with World Data Lab (WDL), has released a groundbreaking report spotlighting Generation X as a pivotal force in global consumer spending. Manufacturers and retailers still have a few years to capture the highest possible share of the Gen X wallet, but they must pivot their strategies now to maximize incrementality.
Gen X: Ability to spend
In Saudi Arabia (KSA), 17% of Gen X consumers are able to spend freely without worrying about their finances, while 57% live comfortably and are able to buy things they want, even if they aren’t essential. In fact, 59% of consumers treat themselves by upgrading to a premium brand product compared to a cheaper alternative.
Attitudes Toward Trying New Things
Gen X consumers in KSA like to stay ahead of the curve, look at new products and also inform others about them.
17% are innovators and like to be the first to try new things, while 30% qualify as early adopters.
33% are considered mainstream consumers who sometimes try new things but don’t go out of their way to seek them.
20% are more traditional in their spending habits – seldom try new things – refrain from taking the risk to buy something that may not work out.
Consumer Attitudes Toward Brands
In Saudi Arabia, 33% of Gen X consumers are brand agnostic buyers as they purchase what they need, without thinking deeply about the brand it comes from, while 28% are small brand sympathizers who don’t go out of their way to buy specific brands; all things being equal, they prefer to buy small brands.
Moreover, 23% prefer to buy from well-known large brands whenever they can (e.g., major national brands or store-brand/private label products)
Sustainable Consumer Actions
73% of Saudi consumers prefer to purchase products that are energy-efficient or have a low cost to run, while 68% are willing to switch retailers or service providers to access more sustainable options.
70% of Saudi Gen X consumers also stress a lot about choosing and preparing what to eat every day, with many using the intake of supplements and vitamins to support their health (74%).
Technology and AI
55% consumers would accept a product recommendation from their own AI assistant (e.g., Siri, Alexa, Google Assistant)
49% regularly use a wearable device that autonomously tracks and learns their buying behaviors
While 46% of Saudi consumers have purchased a product or service that they only experienced through augmented reality (AR) or virtual reality (VR)
“Gen X is emerging as a powerful yet under-recognized consumer force, particularly in Saudi Arabia,” says Pavlos Pavlou, NielsenIQ KSA Managing Director. “This generation represents a key segment for premium, AI-integrated, wellness-enhancing, and ethically positioned products. They value convenience, credibility, and control, making them ideal targets for brands delivering smart, health-centric, and sustainable solutions.”
