• Over half of families have only one child in Asia, driving higher spend per child
• Companies aim to capture Gen Alpha’s health and beauty awareness through early trust-building
• APAC market diverging with premium demand in developed economies and affordable, trend-led demand in emerging markets

Findings from Euromonitor’s Decoding Gen Alpha as Asia’s Next Growth Engine report show that while parents control the wallet, Gen Alpha is increasingly driving family choices. Gen Alpha households in Asia spent USD9 trillion in 2025 and this spending is expected to grow by about 10% to exceed USD10 trillion by 2030.

Emil Fazira, Asia Pacific Insight Manager, said: “Wider household decisions are influenced by the preferences and needs of Gen Alpha, affecting shared products and services. Identifying their demands and developing solutions that assure parents of safety and quality will hit a sweet spot.”

Fewer children, more spending power

The report highlighted that brands must focus on early brand preference building among consumers to stay competitive for the long term, especially in emerging markets in Southeast Asia. By 2030, more than half of under‑30s in Asia are expected to live in six emerging markets, making early brand experience and preference building essential for driving long-term brand loyalty and consumption stickiness.

At the same time, demographic shifts are also reshaping household dynamics. In 2025, more than half of households with children have only one child. While the average number of children per household across Asia Pacific will continue to decline through 2040, rising median disposable incomes mean parents are expected to spend more per child than previous generations.

Gen Alpha's rising focus on health, wellness and beauty

Health, wellness and beauty are top purchase drivers for Gen Alpha, with their shopping journey starting early in life.

Growing up with democratised health and digital tools, along with knowledge of holistic health, social media strongly influences their interest in beauty. According to Euromonitor’s Voice of the Consumer: Beauty Survey, 54% of consumers aged 15-19 in Asia Pacific used beauty apps in 2024. Additionally, 52% use facial cleanser daily in the region, above the global average of 46% in 2025.

Brands are working to capture Asian Gen Alpha by building early trust through education. Companies such as Fancl organised skin care education sessions in elementary schools, promoting correct skin care knowledge and fostering lasting brand affinity.

Personalised wellness offerings also become critical as health awareness rises. Brands must deploy AI to simplify journeys while addressing emerging AI fatigue.

Fazira states: “Go-to-market strategies should diverge. Premium and indulgent positioning in developed markets like Japan and South Korea, while trendy and affordable solutions in emerging economies like Southeast Asia and India. Ultimately, agility is essential as Gen Alpha’s aspirations, identities and spending power evolve towards adulthood.”

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