尼尔森IQ：2026 X世代酒饮消费行为研究报告（英文版）（14页）.pdf

1、Confidential and proprietary 2026 Nielsen Consumer LLC.All Rights Reserved.#NewConsumer:Decoding Consumer Behaviour15 March 2026Kaleigh TheriaultDirector of Beverage Alcohol Thought LeadershipNielsenIQ(NIQ)Time to Notice Gen X,the Generation that DrinksConfidential and proprietary 2026 Nielsen Consu

2、mer LLC.All Rights Reserved.2026 Nielsen Consumer LLC.All Rights Reserved.Confidential and proprietary23Topics for DiscussionNotice the WalletGen X is the spending powerhouseNotice the WineGen X is a core wine cohorthigh penetration,high value,evolving occasionsNotice the Win“Value plus”+trust+occas

3、ion design(simple,targeted plays that move volume and value)2026 Nielsen Consumer LLC.All Rights Reserved.Confidential and proprietary442/433 2026 Nielsen Consumer LLC.All Rights Reserved.Confidential and proprietaryGlobal Total Spending by GenerationNominal USD in Trillions3Source:NielsenIQ x World

4、 Data Lab,The X Factor Report 2025Gen X is the spending engine and drove an estimated$15.2 T in global spend in 2025Gen X is born 19651980,with 1.4 Billion in population,smaller than Millennials and Gen Z$10.9 T$14.7 T$15.2 T$13.5 TGen ZMillennialsGen XBoomersAge 46-61442/433 2026 Nielsen Consumer L

5、LC.All Rights Reserved.Confidential and proprietary4Source:NielsenIQ x World Data Lab,The X Factor Report 2025Global Alcohol x Gen X by the Numbers$692 BTotal Alcohol dollar sales globally26%Gen X dollar share of Total Alcohol globally27%Gen X dollar share of Wine globally442/433 2026 Nielsen Consum

6、er LLC.All Rights Reserved.Confidential and proprietary5Source:NielsenIQ x World Data Lab,The X Factor Report 2025;NielsenIQ Retail Measurement Services;SPG Weekly Database;52 weeks ending 1/25/2026 vs year agoAlcohol isnt“growing its way out”of this momentThe game becomes:win the right buyers,for t