Spending on preventive healthcare is projected to scale to USD 73 billion by FY30, growing at 17 per cent CAGR, as Gen X, (aged roughly 45-60 years today), shifts from reactive care to longevity-led prevention, said the report titled ‘The Sorted Generation: Gen X as India’s Hidden Consumer Powerhouse’.
Similarly, the report noted that nutraceutical spending is projected at USD 20 billion by FY30, growing at 25 per cent CAGR, reflecting an outcomes-first approach to wellness and everyday health optimisation.
Commenting on the findings, RedSeer Strategy Consultants Partner, Mrigank Gutgutia said,”Gen X is perhaps the most understated force in India’s consumption story, as of now. Though they are financially secure, digitally confident, and clear about what they value.”
This is a generation that has moved past discretionary trial and now spends with deliberation on stronger health outcomes, deeper travel experiences, better-designed homes, and quality built to endure, he added.
“As India’s retail market approaches the trillion-dollar mark, Gen X will shape where premiumisation acquires substance and where long-term brand loyalty is built,” Gutgutia noted.
As per the report, Gen X is accelerating efficacy-led premiumisation in beauty and personal care (BPC), with the Gen X BPC market projected to reach USD 8 billion by FY30 as preferences move from trends to treatments.In terms of travel, it is becoming slower, more indulgent and comfort-led for Gen X, which is reflected in a 25 per cent YoY rise in alternative accommodation such as luxury villas and boutique stays, and a strong preference for premium cabins and five-star stays for leisure, it noted.
Education remains “legacy spend” for Gen X parents, with urban families spending up to Rs 10-20 lakh per child annually, alongside increasing adoption of Cambridge and IB schooling and overseas programmes, the report said, adding Gen X is set to become a major driver of premium and outcomes-led consumption.