Women-driven market
- Don’t misjudge a market driving force

More women exist above the Baby Boomers generation

Fig. 3-1 shows the population of men and women by age in 2010. The peak of the figure shows Baby Boomers generation (born in 1947 - 49). In the higher age layers older than this generation, there are more women than men.

The large number of elderly women is very noticeable in shopping area such as Ginza, Tokyo. In Sugamo, the place called "Harajuku for Grandma", many older women gather every day. In a nursing home, the proportion of women will grow as the time goes by even if the proportion of men and women was equal when it was opened.

Fig. 3-1 Total population by sex by age (2010)

Source: Prepared by Murata Associates, estimated from the National Institute of Population and Social Security in January 2002

Women live longer than men about seven years

The reason why the proportion of women vs. men becomes larger as they age is because women live longer than men. The average life expectancy is 79.2 years for men compared to 86.0 years for women in 2007. Women live longer than men by 6.8 years. The average life expectancy for Japanese women is the highest in the world. The senior market is a strongly women-driven market.

Fig. 3-2 Trends in average life expectancy of Japanese

Source: Prepared by Murata Associates from complete life table 20th Annual Welfare