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P&G Exits Japan's AI Market

February 15, 2007

Procter & Gamble is seeking a buyer for its Japanese adult diaper business even as the market posts steady growth due to the country's aging population. P&G said it was looking to unload its Attento diaper brand because it did not fit into its strategy of focusing on products that it can expand on a global scale. The company launched Attento throughout Japan in 1982. The diaper is now sold mainly in Japan, with a small amount of sales in Hong Kong. P&G does not sell adult diapers anywhere else.
P&G spokeswoman Minako Yoshikawa said the Japanese market for paper diapers is worth about ¥60 billion ($500 million) and is growing at about 5-10% a year. Japan’s top three adult diaper makers are Uni-Charm, Hakujuji and Kao. The Attento brand is the country’s fourth largest.