The Philippines is expected to have the highest proportion of Gen Alpha among major Asian markets, BMI, a unit of Fitch Solutions, said in a report.

In a report released Wednesday, BMI said Generation Alpha (Gen Alpha) refers to the population’s demographic born between 2010 to 2024.

“As of 2026, the entire generation has been born, with ages ranging from 1 to 16 years old, pointing to how the generation is becoming an increasingly important part of the consumer market,” the report said.

“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.”

According to BMI, the proportion of Gen Alphas will be highest in the Philippines, making up 27 percent of total population in 2030.

This will be followed by Malaysia and Vietnam where Gen Alpha will make up 21 percent of the population in both markets.

Due to their ageing population and low birth rates, Japan and South Korea, meanwhile, will have the smallest proportion of Gen Alpha consumers, making up 12 percent and 11 percent of the market’s population respectively.

BMI said that by the end of 2025, Gen Alpha will have a total population of 2 billion people, making up 24.2 percent of a total population of around 8.3 billion.

The generation grew from around 687 million in 2015 and will remain at around the 2 billion mark until 2050. (PNA)