According to Japanese media, with the advent of the information age, the paper industry, which is struggling with the reduction of paper consumption, has ushered in an unexpected "savior". That's the postwar baby boomer who started using diapers again because of aging. A Canadian paper-making research company said that in the paper industry, the demand for high-performance diapers for adults soared and the market expanded rapidly.
According to Japan's "Fuji Sankei Business Daily" reported on March 21st, when the global population is aging day by day, the sales of diapers that are more and more comfortable to wear and not easy to be noticed by people around you are growing rapidly. This year's demand is expected to increase by 4%, which will become the driving force to improve the performance of paper companies such as American International Paper. The paper-making enterprise decided to increase the output of short fiber pulp with good absorption for diapers and physiological products.
With the advent of the information age, there are more and more paperless communication means, and the paper industry has suffered a heavy blow. However, the increase in the use of diapers has become a major benefit to save the industry.
According to Svitlana, head of Euromonitor's international industry research, the sales of diaper-related products for adults in the United States reached about US$ 2 billion last year, which is expected to increase by 9% this year and 8% in 2018.
According to the US Census Bureau, in 2012, the world population over 65 years old reached 562 million, and it is estimated that it will increase to about 1.6 billion by 2050. As the baby boomers born between 1946 and 1964 are getting older, the diaper market is expected to achieve rapid growth.
As the world's largest paper company, American International Paper has also expanded its short fiber pulp business scale. Last year, the company acquired the pulp manufacturing business of Huihao Company for $2.2 billion.
With the continuous innovation of technology, the quality of adult diapers is also improving, and the market is expected to be further developed. According to the American Urology Insurance Fund, about 1/4 to 1/3 people in the United States suffer from enuresis.
[Extended reading] Japanese diapers are selling at a high price in China. Japanese media: almost twice the price in Japan.
Reference News Network reported on July 16th Japanese media said that Japanese diapers were sold at a high price in China. Wealthy people who seek safety and reassurance are looking for high-grade diapers. Japanese diapers can be sold at twice the price of the Japanese market in China, and the sales situation is very good.
According to "Nihon Keizai Shimbun" reported on July 15th, however, due to the intensified offensive of European and American brands and the participation of local manufacturers, the competition is becoming increasingly fierce. This puts higher demands on brand value.
Kao Merries diapers (M size) made in Japan now cost the equivalent of 2.3 yuan RMB (about 36 yen) per diaper in China, while the same product only sells for about 20 yen in the Japanese market. Although it is influenced by transportation costs and customs duties, it is still quite high in terms of local income level.
Japanese media said that in China, diapers are also considered as advanced products. The penetration rate of diapers in cities is 70% to 80%, while that in inland areas is only about 50%. Because it is still in the popularization period, even though the price is slightly higher, high-quality diapers are also very popular.
According to the report, trade statistics show that in 2015, the diaper products (including sanitary napkins) exported by Japan to China increased by 93% compared with the previous year. There are also many vendors who purchase diapers through informal channels in China. Due to the appreciation of the Japanese yen and the Chinese government's increased tariffs on informal importers, the increase of diaper imports has decreased, but it still increased by 13% from January to May this year.
Japanese companies began to produce diapers about 30 years ago. Big manufacturers cut costs one by one, and the yield is quite high, exceeding 90%. Thirty years ago, the price of diapers was 100 yen each, but now you can buy diapers for only one fifth of the price. The price competition between supermarkets and drugstores is also fierce.
According to the report, on the other hand, China's affluent class is increasing. Focusing on coastal areas, the per capita GDP in some areas exceeds 20,000 US dollars. In the context of slowing economic growth, many people are still willing to spend money on safe products for their children. Although the high-quality diapers made in Japan are expensive, they have good air permeability and water absorption, and more and more middle-class people also choose Japanese diapers.
However, most of the daily necessities are sold in real estate. In particular, diapers are bulky, and many people think that local production will become the mainstream in the end. Major Japanese manufacturers such as Unicharm have also increased their local production, and the prices of local products are set lower than those of Japanese products.
It is estimated that the world diaper market will expand to about 7 trillion yen in 2020, 30% more than now. European and American companies such as Procter & Gamble (P&G) have also stepped up their offensive, and local manufacturers are actively participating. If local production increases, the downward pressure on prices will increase.
In order to maintain consumer demand for Japanese products, Japanese diaper companies must cooperate with raw material manufacturers such as non-woven fabrics, polymer absorbent resins and adhesives. Sen Jiangsi, a research analyst of Credit Suisse Group, pointed out: "Japanese companies have the ability to produce the whole process from raw materials to products, and it is necessary to improve product performance." Japanese companies need to maintain brand value.
