Fresh news from the diaper beat: "In another unwelcome first for the world's fastest-ageing society, the Japanese market for nappies is now split evenly between two groups: the under-2s and the over-40s. In a couple of years, says Japan's largest nappy-maker, babies' bottoms will be relegated to second place, and adult diapers will rule the supermarket shelves. For Japan it may be a bit awkward, but for nappy-makers it is the tipping point they have always dreamt of. Babies, after all, are the worst kind of consumer. They use the product without loving it. Sure, they require a lot of volume in the early phases, but nature ensures that they are soon lost to the diaper barons. With the adult nappy-wearer, particularly in a country with the world's highest life expectancy, the industry now has a customer whose loyalty is worth fighting for."