Big demographic change in Japan: More diapers are being sold for the elderly than babies (2025)

Adult diapers are outselling baby diapers in Japan, indicating a significant demographic shift. With birth rates at an all-time low and a rapidly aging population, one of the nation's largest diaper manufacturers is shifting its business model to meet changing demands.

A Japanese diaper manufacturer has declared that it will concentrate on the adult market and cease manufacturing diapers for infants in the nation.

What led to the diaper market shift in Japan?

Japan's Oji Holdings is discontinuing domestic production of baby diapers in order to focus on adult products, reflecting the country's deepening demographic crisis.

With nearly 30% of the population over 65 and birth rates at historic lows, demand has shifted dramatically, indicating a larger societal challenge that Japan has yet to address. For the first time, the percentage of people over 80 exceeded 10% last year, as per a report by The BBC.

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For more than ten years, the nation's sales of adult diapers exceeded those of infant diapers. In 2023, there were 758,631 babies born in Japan, a 5.1% decrease from the year before. It was the fewest births Japan had seen since the 1800s. That number was over two million in the 1970s.

Oji Holdings said in a statement that Oji Nepia, a subsidiary, presently produces 400 million baby diapers a year. Since 2001, when the company reached its peak of 700 million diapers, production has been declining.

The largest diaper manufacturer in Japan, Unicharm, claimed in 2011 that its adult diaper sales had overtaken its infant diaper sales.

In the meantime, the market for adult diapers has been expanding and is currently valued at over $2 billion (£1.6 billion).

Oji Holdings also stated that it would keep producing baby diapers in Malaysia and Indonesia, where it anticipates a rise in demand.

How is Japan’s aging population affecting industries?

Japan is facing a crisis due to a declining population brought on by both aging and falling birth rates. However, the Japanese government's attempts to tackle these issues haven't been very successful thus far.

Spending more on child-related initiatives and subsidies for young parents or couples doesn't seem to be increasing the number of births. Experts say there are many different factors at play, from rising child-rearing expenses to declining marriage rates and more women entering the workforce.

The BBC reports that last year, Prime Minister Fumio Kishida said that it was "now or never" and that Japan was "standing on the verge of whether we can continue to function as a society."

FAQs

Why does Japan sell more adult diapers than baby diapers?
Japan's population is rapidly aging, and birth rates have fallen to record lows, reducing demand for baby diapers.

Is the diaper company discontinuing baby diaper production entirely?
In Japan, yes. However, it will continue to produce baby diapers in countries such as Malaysia and Indonesia, where demand is increasing.

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