Near Mount Fuji, Japan’s most famous tourist attraction, automated lines stretching 80 meters long continuously produce soft white adult diapers at a factory operated by Daewoo Paper in Fujinomiya.
Factory supervisor Naoto Sugaya stated that production is increasing year following year. Holding up a diaper, he explained its features: “The leg area wraps very tightly… making it worry-free to use.”
Amidst Japan’s aging population, the company is focusing on the growing market for adult diapers. They report that revenue from adult diapers already surpasses that of baby diapers by double.
With the number of births reaching a record low last year, Japan’s population is projected to decline by approximately 30% to 87 million by 2070, with an estimated 40% of the population being 65 years old or older.
This demographic trend is also motivating other companies to shift their target markets.
Diaper maker OG Holdings made headlines earlier this year when they announced a decision to cease production of baby diapers and focus exclusively on adult diapers.
Kenji Nakata, marketing manager at Daewoo Paper, highlighted that adult diapers are required in a wider range of situations.
Fuji Keizai Research forecasts the adult diaper market to expand by 16% over the next five years, reaching 98.9 billion yen (equivalent to $612 million) by 2027, while the baby diaper market is expected to contract by 8% to 84.6 billion yen.
Japan’s Aging Population Fuels Boom in Adult Diaper Market
Amidst the iconic backdrop of Mount Fuji, a different kind of manufacturing boom is taking place. At a Daewoo Paper factory in Fujinomiya, automated lines stretch 80 meters long, churning out soft white adult diapers.
Factory supervisor Naoto Sugaya, holding up one of the diapers, explains the growing demand, “Production is growing year following year. The part around the legs wraps very tightly… one can use it without any worries.” Sugaya’s words reflect a broader shift in the Japanese market, driven by the country’s rapidly aging population.
A Demographic Shift: Graying Japan, Growing Market
Japan’s birth rate has been steadily declining for decades, hitting an all-time low last year. Projections paint a stark picture: by 2070, the country’s population is expected to shrink by approximately 30% to 87 million, with a staggering four in ten individuals aged 65 or older.
This demographic shift has created a lucrative new market: adult diapers. Daewoo Paper, along with other companies, are capitalizing on this trend, dedicating more resources and production to meet the growing demand.
The Rise of Adult Diapers: A New Market Leader
The success of adult diapers is evident in Daewoo Paper’s revenue figures. Their sales of adult diapers now exceed those of baby diapers by double. This trend is not unique to Daewoo Paper.
OG Holdings, a prominent diaper manufacturer, made headlines earlier this year when it announced a complete shift away from baby diapers and a sole focus on adult diapers. This bold decision underscores the growing market potential and profitability of this sector.
Kenji Nakata, marketing manager at Daewoo Paper, notes the wider applicability of adult diapers, “Adult diapers are needed in a wider range of situations.” In addition to incontinence, adult diapers are used for post-surgery recovery, elderly care, and even for those recovering from injuries.
Research firm Fuji Keizai predicts this market will continue to grow, projecting a 16% expansion in the adult diaper market over the next five years, reaching 98.9 billion yen ($612 million) by 2027. Meanwhile, the baby diaper market is forecast to shrink by 8% to 84.6 billion yen.
The Evolution of Adult Diapers: Beyond Basic Needs
As the demand for adult diapers continues to grow, so does the need for innovation. Leading manufacturers are responding with a wider range of products, catering to diverse needs and preferences.
Some key advancements in the adult diaper market include:
- Improved Absorption: New technologies are being developed to enhance absorbency and provide better protection once morest leaks and odor.
- Comfort and Fit: Diaper designs are incorporating breathable materials and ergonomic features to ensure comfort and ease of use.
- Variety and Customization: Manufacturers are offering a wider variety of sizes, styles, and features to suit different needs and conditions.
The trend towards customization is particularly noteworthy. Companies are focusing on offering tailored solutions to individual needs, such as specialized diapers for people with specific conditions or preferences.
The Future of Adult Diapers: A Market in Motion
The adult diaper market is a dynamic and rapidly expanding one. As Japan’s population continues to age, the demand for adult diapers is likely to increase further. Companies are investing heavily in research and development to meet this growing demand and cater to the evolving needs of their customers.
This shift to adult diapers is not just a business opportunity; it’s a reflection of the changing demographics of Japan and the world as a whole. As societies age, the need for products and services that address the needs of the elderly will only continue to grow, shaping the future of various industries.
The story of the adult diaper market in Japan underscores the importance of adapting to changing demographics and recognizing new market opportunities. The success of companies like Daewoo Paper and OG Holdings demonstrate the potential of this growing market.