The World’s Gen Xers: Latchkey Kids (29-44s) Come Into Their Own

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