The World’s Gen Xers: Latchkey Kids (29-44s) Come Into Their Own
Euromonitor International's The World’s Gen Xers: Latchkey Kids (29-44s) Come Into Their Own Strategy Briefings is a series of reports that alert you to global trends predicted to influence consumer markets. They offer insight to changing market conditions and the opportunities and challenges companies need to consider to maintain a competitive advantage
Chapters: 7 | Tables: 24 | Publication date: Oct 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
EXECUTIVE SUMMARY
DRIVERS
What defines Gen X?
Life stages, and opportunities for marketers
Summary 1 Gen X Characteristics
DEMOGRAPHIC TRENDS
Chart 1 Leading Countries by Number of People Aged 30-44, and % Growth 2003/2008
OUTLOOK
INTRODUCTION
DEFINITIONS
Summary 2 Consumer Groups
PROFILE OF GEN X
Gen Xers move out of boomer shadow
Shared experiences
The need for individualism
Ethnic diversity and gender roles
The generation clash
Chart 2 Gen X Characteristics 2009
Lacking confidence
Gen Xers in emerging markets
DRIVERS
GEN X MOVES INTO FAMILY STAGE
Later families
Table 1 Average Age of Women at Childbirth 2003-2008
Lower birth rates
Table 2 Birth Rates 2003-2008
Parenting: from soccer moms to frugalistas
New generation dads
Family-related sector trends
Chart 3 Global Sales of Selected Baby and Child-Related Products 2003-2008
SINGLE LIVING
Growth in single-person households
Table 3 Share of Single-Person Households in Selected Countries 2003-2008
Money to spend
EDUCATION AND WORK
A highly educated generation
Gen X in the workplace
INCOME AND FINANCE
High income but cautious attitude
Income patterns
Table 4 Average Annual Gross Income by Age Group 2008
Table 5 Average Gross Income by Age Group: % Growth 2003/2008
Women gain spending power
Coping with recession
Opportunities for financial services companies
SHOPPING HABITS
Grocery retailers battle for family market during credit crunch
Appealing to the Gen X fashion shopper
ATTITUDES TOWARDS TECHNOLOGY AND THE INTERNET
On-line habits
Table 6 US Internet User Profile By Age 2008
Social networking
THE GEN X TRAVELLER
Targeting families
Independent travellers
Business travel
ATTITUDES TOWARDS HEALTH
Protecting children from obesity
OTC growth
Chart 4 Sales of Selected OTC Products 2003-2008
ATTITUDES TOWARDS BEAUTY
Anti-ageing by age
Summary 3 Skin Care Brands Targeting Consumers in their 30s
Gen X fragrances evolve
Sector trends
Chart 5 Sales of Selected Cosmetics and Toiletries 2003-2008
AT-HOME EATING HABITS
Fragmentation of eating occasions
World War II skills back in fashion
Comfort foods make a comeback
Targeting children
Chart 6 Global Sales of Selected Packaged Foods 2003-2008
EATING OUT
Targeting the family
New fast casual chain aimed at Gen Xers
Chart 7 Sales of Selected Types of Consumer Foodservice 2003-2008
DRINKING HABITS
Cocooning benefits retail market for alcohol
Wine preferred by Gen Xers
Gen X children provide core market for soft drinks
Targeting adults with healthier options
Carbonates still dominate
Chart 8 Off-trade Sales of Selected Alcoholic and Soft Drinks 2003-2008
HOME ENTERTAINMENT
Gen X at heart of cocooning trend
Growth in consumer electronics
Chart 9 Sales of Selected Consumer Electronics 2003-2008
DEMOGRAPHICS
Share of population
Chart 10 Global Population by Generational Breakdown 2008
Regional breakdown
Chart 11 Share of 30-44 Year-olds By Region 2008
Chart 12 % Growth in Number of 30-44 Year-olds by Region 2003/2008
COUNTRY TRENDS
Gen Xers dwarfed by Boomers in the West
Table 7 Number of 30-44 Year-olds by Major Market 2003/2008
Table 8 Share of 30-44 Year-olds by Major Market 2003/2008
MARKETING TO GEN XERS
THE CHALLENGE TO MARKETERS
Alternative advertising
MARKETING TO FAMILIES
Stressing family values
Not forgetting dad
THE SEARCH FOR VALUE
NOSTALGIA MARKETING
KEY MARKET TRENDS
CHINA
Population trends
Chart 13 China: 30-44s Population Trends 2003/2008/2013
Generation X profile
Consumer market trends
Table 9 China: Sales of Selected Products and Services 2003/2008
FRANCE
Population trends
Chart 14 France: 30-44s Population Trends 2003/2008/2013
Generation X profile
Consumer market trends
Table 10 France: Sales and Growth of Selected Products 2003/2008
GERMANY
Population trends
Chart 15 Germany: 30-44s Population Trends 2003/2008/2013
Generation X profile
Consumer market trends
Table 11 Germany: Sales and Growth of Selected Products 2003/2008
JAPAN
Chart 16 Japan: 30-44s Population Trends 2003/2008/2013
Generation X profile
Consumer market trends
Table 12 Japan: Sales and Growth of Selected Products 2003/2008
SPAIN
Population trends
Chart 17 Spain: 30-44s Population Trends 2003/2008/2013
Generation X profile
Consumer market trends
Table 13 Spain: Sales and Growth of Selected Products 2003/2008
UK
Population trends
Chart 18 UK: 30-44s Population Trends 2003/2008/2013
Generation X profile
Table 14 UK: Use of Internet by Age Group, May 2009
Consumer market trends
Table 15 UK: Sales and Growth of Selected Products 2003/2008
US
Population trends
Chart 19 US: 30-44s Population Trends 2003/2008/2013
Generation X profile
Table 16 US: Types of Debt Among Gen Y and Gen X Internet Users 2008
Consumer market trends
Table 17 US: Sales and Growth of Selected Products 2003/2008
FUTURE TRENDS
TRENDS TO WATCH
Family focus
Table 18 Forecast Global Sales of Selected Family-Related Products and Services 2008/2013
Cocooning is here to stay
Peak earning years in sight
A future less certain
Frugal habits become entrenched
50 is the new 30
Table 19 Forecast Global Sales of Age-Defying Products and Services 2008/2013
Making way for Generation Y
Table 20 Number of 30-44 Year-olds by Major Market 2008/2013
Table 21 Share of 30-44 Year-olds by Major Market 2008/2013
The new 30-somethings