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The adult diaper market was valued at $1.7 billion in 2023
What’s the story
When we talk about the ageing of the population, we immediately think of Japan, as the country has one of the highest life expectancies in the world.
But behind this health miracle lies a story of neglect and neglect of the elderly, an ominous reminder that is most evident in the demand for adult diapers.
Demand has become so great that Japanese diaper manufacturers are now producing diapers exclusively for the elderly instead of diapers for babies.
Rising Global Demand for Adult Diapers
According to Euromonitor InternationalThe global adult diapers market value reached USD 12.8 billion in 2023 and is expected to reach nearly USD 15.5 billion by 2026.
In Japan, the adult diaper market was valued at $1.7 billion in 2023 and is expected to grow to $1.9 billion by 2026, accounting for over 12% of the global total.
Japanese companies adapt to ageing population
Japanese manufacturer Oji Holdings is also capitalizing on this demographic shift. In March, the company announced that it would stop producing baby diapers for the Japanese market later this year and focus on adult incontinence products.
However, the company will continue its overseas baby diaper business as combined sales of baby diapers in China, Indonesia and Malaysia have increased despite a slowing domestic market.
Other Japanese companies targeting seniors
Other Japanese companies, such as electronics giant Panasonic and kitchen appliance maker Zojirushi, are also adapting to the demographic shift.
Panasonic has been researching and developing products aimed at the elderly population since 1990.
Meanwhile, Zojirushi offers product features for the elderly, such as electric teapots that send an email to a registered address when used, allowing families to keep track of their elderly relatives’ activities.
Since 2011, sales of adult diapers in Japan have exceeded sales of baby diapers.
Japan’s Response to the Ageing Crisis
Unfortunately, Japan is not the only country caught in this maelstrom.
Fertility rates have also fallen in Hong Kong, Singapore, Taiwan and South Korea. South Korea has the lowest birth rate in the world.
“Japan is on the verge of doubting whether we can still function as a society,” Prime Minister Fumio Kishida told lawmakers in January 2023.
In June 2023, he also announced a multibillion-dollar package to encourage larger families.
Asian countries will have the highest elderly population
According to the World Economic Forum, more than 10% of Japan’s population will be aged 80 or older by September 2023, and this figure is expected to shrink by a quarter by 2060. Globally, six Asian countries or territories will have the highest proportion of people aged 65 or older by 2050, with Hong Kong topping the list. By 2100, Africa is expected to be the only region where seniors will make up less than 15% of the population.
