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Some diaper companies in Japan are now shifting their focus to the adult market as the demographic crisis continues. Research firm Fuji Keizai forecast that Japan’s adult diaper market is expected to grow 16% to 98.9 billion yen ($626 million) in the coming years to 2027, while the baby diaper market is likely to decline 8% to 84.6 billion yen ($535 million) over the same period.
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Shifting resources: Daio Paper, a diaper factory in the Fujinomiya region of Shizuoka Prefecture, has already begun this shift for its products. “We can expect the adult diaper market to continue to grow, so we are devoting our company’s resources to that market with a view to expanding these products,” said Kenji Nakata, marketing manager of Daio Paper. Reuters reported. Meanwhile, Oji Holdings announced in January that the company would stop producing baby diapers and instead focus on adult diapers.
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Continuous decline: Japan’s birth rate fell for the eighth consecutive year to a record low of 1.2 in 2023, the Ministry of Health, Labor and Welfare reported. announcedThe ministry estimated that there were 727,277 births in 2023, 43,482 fewer than the previous year. In addition, Japan’s death rate has has far exceeded the country’s birth rate, which reached 1,575,936 last year. Although the problem persists, many Japanese seniors are returning to the workforce, as a report in January revealed that the number of elderly people looking for work is doubled in the past 10 years.
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