The company's president, Yukiko Inoue, tells Kyodo she created the package "to encourage women to have positive feelings about themselves", but admits that "some people have said it would be 'lonely, miserable and sad' to use it". "Nationwide, more Japanese are living alone for a number of reasons - among them aging, urbanization, later marriage age and rising divorce rates," The Japan Times notes in a recent article. It quotes the National Institute of Population and Social Security Research as saying that the country's population is expected to decline between 26% and 38% by 2060.