In 2023, Japan hit a record low birth-rate, recording the lowest number of births in the country since the government first started keeping track in 1899. Contrasting this alarmingly low birth rate, the high elderly population has led to some rather unusual changes in the diaper industry.
Adult diapers are outselling infant diapers within Japan with some companies stating that adult diapers are even bringing in double the revenue of those made for infants. As surprising as this statistic may be, adult diapers have actually been outselling infant diapers for the past decade in Japan.
Oji Holdings, a prominent diaper maker in Japan whom produces 400 million infant diapers annually, has even announced that they will halt the production of their infant diapers and instead focus on the adult market.
Research firm Fuji Keizai has stated that over the course of the next five years Japan's adult diaper market is expected to see a 16% increase in growth (¥99 billion yen or $612 million USD), while infant diapers are expected to see an 8% decrease (¥84.6 billion or $537 million USD).
With 25 percent of Japan's population aged over 65, this shift in the diaper industry highlights the ripple effect the declining birth rate and aging population is having on the nation. With Prime Minister Fumio Kishida stating last year that "Japan is standing on the verge of whether we can continue to function as a society," with the Japanese government continuing to implement social programs in an effort to reverse the population crisis.
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