Ageing Population

Japan has the oldest population in the world. Declining birth rates and increasing longevity is causing the emergence and steady growth of the so-called "silver market”, a rapidly growing class of consumers who are interested in healthcare-related products and services aimed at the elderly.

There are multiple ways to divide the Japanese market, but here some of the more remarkable divisions of the population are outlined. Japan’s shrinking population means that the market is currently seeing its number of potential consumers steadily diminishing, but it is not to be forgotten that the purchasing power and behavior of consumers is also of prime importance.