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 ethically positioned products. They value convenience, credibility, and control, making them ideal targets for brands delivering smart, health-centric, and sustainable solutions.”
Findings from Gen X research in Saudi Arabia
The X Factor report highlights that in Saudi Arabia, 17 per cent of Generation X consumers are able to spend freely without worrying about their finances, while 57 per cent live comfortably and are able to buy things they want, even if they aren’t essential.
In fact, the report suggests that 59 per cent of Gen X consumers treat themselves by upgrading to a premium brand product compared to a cheaper alternative.
Additionally, Gen X consumers in Saudi Arabia like to stay ahead of the curve, look at new products and also inform others about them.
- 17 per cent of Gen X are innovators and like to be the first to try new things, while 30 per cent qualify as early adopters.
- 33 per cent of Gen X are considered mainstream consumers who sometimes try new things but don’t go out of their way to seek them.
- 20 per cent 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 per cent of Generation X consumers are brand agnostic buyers as they purchase what they need, without thinking deeply about the brand it comes from.
Meanwhile, 28 per cent of Gen X are small brand sympathisers who don’t go out of their way to buy specific brands; all things being equal, they prefer to buy small brands.
Moreover, 23 per cent prefer to buy from well-known large brands whenever they can such as major national brands or store-brand/private label products.
The report also highlights that 73 per cent of Saudi consumers prefer to purchase products that are energy-efficient or have a low cost to run, while 68 per cent are willing to switch retailers or service providers to access more sustainable options.
Also, 70 per cent of Saudi Generation X consumers also stress a lot about choosing and preparing what to eat every day, with as many as 74 per cent using the intake of supplements and vitamins to support their health.
In terms of product recommendations, 55 per cent of Gen X would accept a recommendation from their AI assistants such as Siri, Alexa or Google Assistant. While 49 per cent of Gen X regularly use a wearable device that autonomously tracks and learns their buying behaviours, 46 per per cent of Saudi Gen X consumers stated that they’ve purchased a product or service that they only experienced through augmented reality (AR) or virtual reality (VR).
