It is a mission that will not be easy: Japan is home to one of the world's most rapidly ageing societies, with the population shrinking at a record 244,000 in 2013 alone. The birth rate is at its lowest since records began in 1899, and there are growing signs of society being forced to adapt to world in which pensioners rapidly outnumber children. Adult nappies are forecast to outsell those manufactured for babies within the next six years.