Nappy makers in Japan are switching focus to the rapidly expanding adult market after births dropped to a record low. In the face of an ageing population, companies are targeting resources at this growth area. The number of babies born in Japan fell for an eighth year running in 2023. Japan's population is forecast to plummet by about 30% to 87 million by 2070, with four out of every 10 people aged 65 or older, according to estimates.
And earlier this year, manufacturer Oji Holdings announced it would halt production of nappies for babies in the country in response to falling demand and instead focus on adults. The group said it would continue to make baby nappies in Malaysia and Indonesia, where it expected sales to grow. While other firms are not taking such drastic action, the future for the industry appears clear.