Unicharm Corp.’s sales of adult diapers in Japan exceeded those for babies for the first time last year. At Daiei Inc. supermarkets, customers can feel Japan aging -- literally: It has made shopping carts lighter.
Japan's demographic shifts are well-chronicled: the Japanese are having fewer children and the improvements in healthcare mean that the elderly are living longer than ever. Combined this means that Japan's population pyramid is getting "top heavy." This population change is having huge econmic impacts as the percentage of Japanese people is now over 23%. Retailers and industries are heavily targeting this expanding demographic with financial clout that outspends all other cohorts.