GenX in Greece (those born between 1965 and 1980) accounts for about one quarter of consumer spending in the country, according to a new Nielsen NIQ report on generational consumer expenditures.
NielsenIQ (NIQ), in collaboration with the World Data Lab (WDL), recently published an in-depth report on consumer spending by generation, focusing on Generation X.
The report, titled “The X Factor: How Generation X Quietly Drives Trillions in Consumer Spending”, reveals that Greek Gen X consumers account for about 25% of total consumption in the country — a share slightly higher than the global average.
“Generation X in Greece plays a pivotal role in the consumer economy,” said Vaios Dimoragas, Managing Director of NIQ for Greece and Bulgaria. “Many are balancing the needs of their children and elderly parents, while continuing to spend on both essential and lifestyle products. Despite fluctuations in financial security, their spending power remains resilient, and their influence is growing.”
The research shows that most Greeks, including members of Generation X, are not particularly loyal to major brands. Only 30% say they prefer to buy well-known brands, while 40% purchase simply what they need without focusing on brand names. Another 17% make an effort to choose smaller brands, a share higher than the global average of 13%.
Generation X in Greece maintains a cautious approach to personal finances. 66% state they only have money for essentials, compared to 46% globally. Only 3% report being able to spend freely, compared to 11% of their global peers. They are also less likely to purchase premium products than other generations.
Gen X in Greece is more reluctant to adopt new technologies compared to the rest of the EU. For example:
- Only 13% allow “smart” devices to automatically order products (vs. 35% globally).
- 20% use wearables that autonomously track their behavior (vs. 38% globally).
- 59% avoid sharing personal data in digital interactions due to privacy concerns.
However, Generation X in Greece represents an emerging opportunity for technology and durable goods manufacturers, particularly those emphasizing reliability, transparency, and data protection.
Source: tovima.com
