Who is the Japanese brand that has already reached the future of diapers

São Paulo-In 2020, Japanese stores are already selling more diapers for adults than for babies: is what points the Nikkei newspaper on Thursday, on information reproduced by Huffington Post. For the largest company in the segment, Unicharm, upset has happened in 2011 and is part of a strategy of success.
The turnaround is not surprising who looks at the numbers of the Japanese population. The country has fewer and fewer babies and more and more elderly people: more than 24% of the inhabitants have 65 years or more, the highest percentage in the world. The birth rate is among the lowest in the world, and life expectancy – impressive 84.19 years – second only to Monaco and Macau, according to data from the CIA World Factbook.
It is in this scenario that the adult diaper market grows 6 to 10% per annum and already reaches 1.4 billion dollars. Despite the difficulty in making positive marketing campaigns, the product tends to be more expensive than the common diaper and gives rise to direct sales channels for institutions such as geriatric clinics and nursing homes.
The Unicharm became aware of this process and invested aggressively to arrive first in places where the population is aging rapidly, like China, where it opened its fifth factory last year. In Brazil, the company announced last year the construction of a factory in Jaguariúna, São Paulo.
Since 2008, Unicharm's sales increased 47% globally and reached 4.9 billion dollars in the last fiscal year. The shares climbed 23.6% just in the last 12 months, according to Bloomberg.