Dear MEL Topic Readers,
Japan nappy maker shifts from babies to adults
Of Japan’s 124 million population, around 1.26 million are over 80
years old and 273,000 are over 90 years old. While the total population has
been decreasing, the number of elderly people has been increasing. At some
point in later life, many of these seniors start using diapers and keep using
them for the rest of their lives for years or even longer than a decade. In the
meanwhile, the number of newborn babies has been decreasing in Japan, and last
year, there were only around 750,000 babies were born, a 5% decline from the
previous year. Usually, babies need diapers only for two to three years. Accordingly,
Japan’s nappy makers have been selling more adult diapers than those for babies
in the last decade. Recently, one of the major nappy manufacturers announced that
it would discontinue baby diapers and focus on adult diapers in Japan’s market.
Indeed, businesses should be focused on the growing market, not the shrinking market.
China and South Korea are no different from Japan in terms of declining birth
rates and fast aging.
Read the article and learn about a radical market shift occurring in
Japan.
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