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posted on Aug. 21, 2025 at 2:51 pmAug 21, 2025

Saudi Gen X consumers: ‘Most powerful, under-recognised’ consumer spending force

posted on Aug. 21, 2025 at 2:51 pmAug 21, 2025

Marketers, manufacturers and retailers still have a few years left to capture the highest possible share of the Gen X wallet, but they must pivot their strategies now to maximise incrementality, the report suggests.

Gen X consumer spending

Generation X (Gen X) has been recognised as the most pivotal force in global consumer spending, and especially in Saudi Arabia, according to the latest report by NielsenIQ (NIQ) in partnership with World Data Lab (WDL).
Marketers, manufacturers and retailers still have a few years left to capture the highest possible share of the Gen X wallet, but they must pivot their strategies now to maximise incrementality, the report suggests.
“Generation X is emerging as a powerful, yet under-recognised 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 eth

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Tags:consumer spending Gen X generation X NielsenIQ Pavlos Pavlou purchase patterns Saudi Saudi Arabia spending habits The X Factor WDL World Data Lab

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.