More companies in Japan are moving from producing diapers for babies and switching to adult customers, a move in line with the country’s declining birth rate and ageing population. - REUTERS
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00:00Call it a sign of the times. In Japan, adult diapers are starting to outsell those for
00:07babies, that as birth rates there plummet and society ages. Around 29% of the country's
00:14population is now over 65 and that percentage is only set to grow. Meanwhile, the number
00:20of babies born in the country fell for an eighth year in 2023. At diaper maker Dio Paper
00:26near Mount Fuji, factory manager Naoto Sugaya says the trend is clear.
00:31The number of diapers we're producing is increasing year by year thanks to the growing
00:38market for adult diapers in Japan. We're also producing a wide variety of diapers on
00:43account of the growing number of customers.
00:48Over the five years to 2027, Japan's adult diaper market is forecast to grow 16% to over
00:54$600 million. Meanwhile, sales of baby diapers are set to shrink 8% to around $530 million.
01:03One big maker, OG Holdings, has already said it will stop selling baby diapers altogether.
01:09At Dio Paper, they've got no plans to stop making products for kids, but they're no longer
01:14the priority.
01:19Marketing manager Kenji Nakata says the firm is shifting its resources to focus on the
01:23adult market. They're also working to develop products that are discreet and can be worn
01:29without embarrassment. With countries around the world facing ageing populations, Japan
01:35may not be the last to see diapers find new customers.