Move over Boomers, there’s a new big spender in town.
Gen X consumers, born between 1965 and 1981, now account for the largest percentage of consumer packaged goods (CPG), general merchandise and quick-service restaurant (QSR) sales, usurping Boomers for the first time, according to a new report from consumer insights firm Numerator.
Gen X households contributed 34.1% of total sales in the last 12 months (data ending June 30). The latest percentage marks a decline compared to the same period in 2024 (34.3%). However, the generation was still able to pass Boomers (born after 1965), as the latter generation’s share fell from 35% to 33.7%.
In the last five years, Boomers’ share of total sales has fallen nearly 10 percentage points, from 43.4% in 2020. The generation group still holds the largest share of total U.S. households (36%).
Meanwhile, millennials (born between 1982 and 1995) and Gen Z (born after 1995) collectively accounted for 32% of spend, an eight percentage point increase compared to 2020. Millennials hold the third-largest overall share, at 26.1%, up from 25.3% in 2024 and 21.1% in 2020. Gen Z accounted for 6.1% of spend in the latest 12-month period, up from 5.5% in 2024 and 2.6% in 2020.
“As the generational mix of spending power evolves, so do the expectations that shape how and where consumers engage,” Numerator wrote. “Brands that adapt with precise, generation-specific strategies, grounded in what drives each group’s choices, will be positioned to win both today’s dollars and tomorrow’s loyalty.”
Gen X – which accounts for 30% of total U.S. households – also leads generations in average annual trips per household (824) and spend per household ($25,468) on CPG, general merchandise and QSR. However, millennials lead in average spend per trip ($33), just ahead of Gen X ($31). Millennials account for 26% of total U.S. households and spend an average of $22,298 per household annually, spread across 683 trips.
Boomers have the second largest frequency in annual trips to the store (733), spending $21,048 per household annually, for a per trip average of $29. Gen Z spending per trip is not far behind, at $28. However, the generation shops less frequently, with 586 trips per year per household, for a total spend of $16,552.
Numerator also analyzed generational spending by channel, and discovered trends that may dispel some misconceptions about the youngest generation.
While Gen Z is considered to be the most “online” generation, the consumer group seems to prefer brick-and-mortar stores for at least some of their shopping needs. In-store club and food stores were the largest share gainers in Gen Z CPG spend over the last 12 months, up 1.1 and 0.7 points, respectively.
In-store club retailers, such as Costco, BJ’s Wholesale Club and Sam’s Club, were also the leading CPG dollar share gainer across all consumers, suggesting a shift toward wholesale purchases potentially due to state of inflation and economic uncertainty.
However, Gen Z isn’t avoiding the digital world, and is finding new digital channels to make purchases. More than two-fifths of Gen Z consumers (44%) have made a purchase on a social media platform, including TikTok (21%), Facebook (17%), Instagram (10%), YouTube (8%) and Pinterest (6%).
Gen Z consumers are also “82% more likely than the average consumer to say social media and digital advertising influence their purchasing decisions,” according to the report.
Other channels on the rise among Gen Z included brick-and-mortar convenience stores (+0.5 points), online food (+0.3) and online mass retail (+0.1). The five channels to lose the most share of Gen Z dollar spend were in-store mass retailers (-1.4 percentage points), in-store beauty (-0.2), in-store dollar (-0.1) and in-store liquor (-0.1).
Among millennials, in-store clubs also led dollar share gains (+0.6 percentage points), followed by in-store c-stores (+0.5), mass online retailers (+0.4), “pureplay” or online-exclusive retailers (+0.2) and online food (+0.2). Millennials may be even more digitally inclined versus their younger counterparts, as the five leading channels in decline are all in-store venues, including mass retailers (-1), liquor (-0.3), food (-0.2), drug (-0.2) and health (-0.1).
Similar trends are playing out with Gen X, with in-store mass retailers leading share declines (-0.7 share points), followed by in-store food (-0.3), in-store drug (-0.3), in-store health (-0.1) and in-store close-out (-0.1). Meanwhile, Gen X is increasing their CPG spend at online pureplay (+0.5), in-store club (+0.4), online mass retail (+0.3), in-store c-stores (+0.1) and in-store liquor (+0.1).
C-stores recorded the largest share gains with Boomers (+0.7 percentage points), followed by online mass retail (+0.4), online pureplay (+0.2), in-store club (+0.1) and in-store liquor (+0.1). Channels in decline among Boomers included in-store mass retail (-0.4), in-store food (-0.4), in-store drug (-0.4), in-store health (-0.1) and in-store close-out (-0.1).
Across specific retailers, Walmart is the most popular across all four generational groups, with 15% of total spend occurring at the major retailer in the last 12 months. The retailer overindexes with Gen Z (16% of the generation’s annual spend) and boomers (17%), and underindexes with millennials (14%).
Target also overindexes with Gen Z, accounting for 6% of the generation’s total spend compared to 3% of total U.S. spend. Meanwhile, Amazon (9% compared to 10%), Sam’s Club (2% compared to 3%) and Home Depot (2% compared to 3%) underindex.
Millennials are heavy users of Amazon (12%), Costco (7%) and Target (5%), while Home Depot (2%) and Sam’s Club (2%) underindex with the generation.
Gen X also has a slightly higher spend at Amazon (11%) compared to the total average, while the retailer underindexes with Boomers (9%).
What’s Driving Consumer Loyalty?
Boomers are the most brand loyal, according to a Numerator study of more than 5,000 consumers. More than one-quarter (26%) of the 1,795 Boomer respondents said they rarely or almost never consider new brands, the largest percentage among the four generations.
When a Boomer consumer does try something new, the impact on the brand they previously purchased is even more notable, according to Numerator.
“When a Boomer loyalty drifts to another brand, you don’t just lose one sale, you lose future repeat occasions,” the company wrote. “Brands and retailers need a clear read on their equity with Boomers and where they sit in the consideration set, which could be an undiscovered opportunity.”
Gen X had the second-largest percentage, as 22% of the 1,339 surveyed consumers said they rarely or never consider new brands. However, there are a wide array of influences that can persuade Gen X to try something new.
About half of respondents (51%) said they are influenced by friends and family to purchase products or brands. Other highly influential areas include online reviews (34%), retailers or stores they are shopping at (32%), brands themselves (26%), traditional advertising (18%) and social/digital advertising (13%).
“Gen X’s sources of influence reflect their life stage and media habits, relying on trust, expertise and familiarity over social buzz,” Numerator wrote. “Brands and retailers targeting Gen X must prioritize credibility and consistency to win their attention and dollars.”
Gen X is also increasingly leaning away from private labels, spending their money on trusted national brands, according to the report. Just over 17% of Gen X CPG and general merchandise spending is on private label, the lowest among all four generations and a percentage that has been on the decline since 2023.
“Although 32% of Gen X say that retailers they shop at influence their brand choice, retailer sway doesn’t automatically translate to private-label purchasing,” Numerator wrote. “In short: the retailer may guide the trip, but Gen X often reaches for national brands they trust.”
Millennials are the most open to trying new things, with 19% rarely or almost never considering new brands. Nearly two-thirds (65%) said they occasionally try something new “if it catches my interest,” while 16% since they are “very frequently” exploring new options.
Among those trying new brands, lower price is the biggest factor, according to 63% of the 2,548 respondents. Other influences include “stronger brand commitments that align with their values (31%)” and “novelty (18%).”
One-in-five of the 679 Gen Z respondents surveyed said they rarely or almost never try new brands. However, those consumers are “23% more likely than the average consumer to say they’d move to a competitor simply because they grew tired of a brand,” according to the report.
Driving that latter move is Gen Z’s desire for authenticity and personal connection with brands. More than one-quarter of Gen Z respondents (27%) said they don’t think brands connect with them “authentically,” above the 18% of total consumers that shared the same sentiment.
“Staying relevant to Gen Z means showing up with substance, utility and a tone that respects their values,” Numerator wrote.