GenX Shopping & Purchase Motivations

• GenX consumers have an income that is higher-than-average, and spending power of $2.4 trillion.  

• They tend to be more brand loyal than other generations.

• They also are highly motivated by freebies and coupons, which both generate purchases and long term brand loyalty.

• When shopping for food and beverage, their top value is convenience.

• They’re also more open to unique and innovative ideas than some other generations.

• They spend more money on food and wine than any other generation, with their top values being quality, ability to customize choices, and overall satisfaction.

• They typically come from dual income households, and are buying food and beverages and household items for multiple household members and age groups.

• When on the path to purchase, Gen X are highly skeptical, and seek out honest and clear marketing messages.

• They are also likely to conduct online research before shopping for a product on person than other generations.

•  Nostalgia and sentimentality drive this segment, with products associated with the video games, candy, and hobbies of their youth being driving factors to purchase as well.

• Their top values when shopping and selecting brands are authenticity, responsibility, loyalty, honesty, equality, and success.