Ageing Population

Report: Silver Market - Providing Products & Services for an Ageing Population

About the Report

Dr. Silke Bromann offers an in-depth analysis of Japan’s ageing population and the new opportunities it creates for businesses. She examined how elderly citizen’s demand for new products and services creates new markets opportunities, known as the “Silver Market”. She then categorised these products and services into three main groups; medical care and consumer products for the elderly and services aimed at an ageing population.

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.


Japan is classed as one of the best educated countries in the world. Recent figures indicate that 46% of the population aged 25 to 64 had completed tertiary education, compared with the OECD average of 31%, ranking it third out of 36 countries.

Opportunities by Market Segment

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.

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