Identify the spending potential of your target generation.
The highest spending generation may not be the one you think. Our analysis helps you size and segment these consumers based on spending power and location, as well as how they divide their wallet into categories.
By age, spending power is getting older. By generation, it is changing hands.
If you analyse spending by age group, you can observe that spending is becoming increasingly concentrated amongst the elderly. However, this does not necessarily serve the eldest generations.
We published two reports with NIQ on future generational spending shifts.
Spend Z
Spend Z sizes the largest generation that will ever exist, two billion people holding 17 percent of world spending on their way to $12.6 trillion a year by 2030. It covers what they buy, where they live, and the year they overtake Boomer spending in every region.
Read the Spend Z reportGen Z passes the Boomers in 2028 and spends $47T a year by 2050.
The Boomers led world spending until 2019, Gen X leads it now on 23.3%, and the Millennials take over in 2033.
The X Factor
The X Factor makes the case for the generation nobody markets to. Gen X spent $15.2 trillion in 2025, more than any other generation, and keeps the top spot until the Millennials take it in 2033. A quarter of the world’s rich are Gen Xers, and the report maps the categories their money concentrates in.
Read The X Factor reportPrepare for the emerging generations.
In 2026, Gen Z is the highest spending generation in 62 of 194 countries, mostly in emerging markets. That number is shrinking over time as Gen Alpha increases its spend. Within developed markets, Gen X will start to take over from the Baby Boomers as the highest spending generation.
Take closer insight into how generations spend differently on categories.
Gen Alpha is 13 and already spends one dollar in eight.
The oldest Gen Alpha turns 13 this year, and the cohort already carries 12.5 percent of world spending through the households raising it. Gen Beta starts arriving next year and holds 13 percent by 2050, when the cohorts born since 1997 carry 57 percent of everything the world spends. Reading a generation from its first year is how a decade of demand gets planned before it lands.
At the same age, each generation lives differently.
Gen Z spends more at the same age than any generation before it, is the first majority non-Western cohort, and buys clean labels where its parents bought big brands. Gen X is 17 percent of the world’s people yet spends 28 percent of its alcohol and tobacco money, and prefers a human to an AI at the point of service. The gap between two generations at the same life stage is where category strategy is decided.
Inside Gen Z, 2.5 percent hold 27 percent of the money.
Every generation splits into tiers that behave like different markets. The richest 2.5 percent of Gen Z carries 27 percent of what the generation spends, and among the Boomers the same tier is 7.5 percent of the people and 44 percent of the money. Targeting a generation without the tier inside it misses most of the wallet.
Generations
Download our generations slides.
Uncover the key generational shifts reshaping demand and use them to improve your next business decision.
- Consumer class balance from Boomers to Gen Alpha, 2026 to 2050
- Category spend concentration by generation
- Where each generation is growing fastest (city and country)
- Income and savings behaviour across the five cohorts
See how generations spend differently
Access consumer spending projections by generation across 190+ countries and 9,000+ cities.