Born between 2010 and 2024, this generation now makes up 27 percent of the Philippine population, the highest share in Asia, underscoring the country’s growing influence in the region’s consumption-driven economy.
“Generation Alpha is already a quarter of the world’s total population, and as this generation is increasingly integrated into the consumer market, consumer trends will align with the preferences of this population,” according to BMI Country Risk & Industry Research, which is part of the Fitch Group.
Philippines tops Asia in Gen Alpha share
“The proportion of Gen Alphas will be highest in the Philippines, making up 27 percent of total population in 2030, followed by Malaysia and Vietnam where Gen Alpha will make up 21 percent of the population in both markets,” according to BMI.
This youth wave is expected to sustain consumer spending, with tech-savvy young Filipinos shaping industries from e-commerce to entertainment and finance.
Japan and South Korea, meanwhile, will have the smallest share of Gen Alpha consumers, reflecting their ageing populations and low birth rates.
Digital-first values—shaped by Millennials and Gen Z
“The generation is associated with tech-savviness, often considered ‘digital natives’ due to the fact that they were born in a highly digitalised world and therefore exposed to technology at an early age,” BMI said.
“Parents of Gen Alphas are predominantly Millennials and older Gen Zs, whose spending habits and attitudes will set the foundation of how Gen Alpha evolve into the market,” it added.
—Edited by Miguel R. Camus
