With Japan’s Extreme Ageing Population, Adult Diapers May Make Another Wave!

Apr 27, 2023 | News

According to Japanese media reports, on April 12, Japan’s Ministry of Internal Affairs and Communications reported that as of October 1, 2022, the total population of Japan fell below 125 million, declining for the 12th consecutive year. Excluding foreigners living in Japan, the number of Japanese nationals has fallen the most since records began in 1950. In the meantime, the number of newborns fell below 800,000 for the first time in 124 years and has been lower than the number of deaths for 16 consecutive years. In terms of age groups, the number of people aged 65 and over rose to 36.236 million, representing 29% of the population and a record high. Japan’s ageing continues to deepen and the population pyramid is shifting from an expanding to a contracting one.

Japanese diaper

As the number of elderly people in Japan increases, so does the size of the adult diaper market, for example, total sales of adult incontinence products in Japan were 7,835 million in 2017, up 21% compared to 2013, with a market size of over RMB 10 billion. The adult incontinence market in Japan was approximately US$1.8 billion in 2016, accounting for approximately 20% of the global adult diaper market in that year. According to the chart above, the ageing of Japan will continue to grow to extremes over the next 40 years, and adult diapers may be set to make another splash.

Not only Japan,the global adult diaper market size reached US$ 18.1 Billion in 2022. Looking forward, expect the market to reach US$ 27.8 Billion by 2028, exhibiting a growth rate (CAGR) of 7.2% during 2023-2028.


Adult diapers in Japan have always been a bonus market. However, with the ageing population, this market can still go deeper and continue to reap dividends, which, according to the data, are even better.

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