Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A growing FDMx market
- Lubrication and enhancement fastest-growing segment
- Drug stores carry more than half of FDMx and C-store sales
- Favorable demographics at work
- Use of barrier contraceptives still low
- Ambivalence about pregnancy decreases usage
- Rx options becoming more appealing
- The pleasure principle
- Monogamy stymies sales
- Men ready to experiment with new products
Fast Forward Trends
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- No boundaries
- A national sex chain?
- Education, education, education
- Service, design and entertainment value
- Celebrity endorsement
- Taking a stand
- Current good deeds often self-serving
- Smaller suppliers likely to gain from cause marketing
- Going green
Insights and Opportunities
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- Supporting MSM
- Reaching out to the fairer sex
- Comparative marketing
- Cause marketing
- Scare tactics
- Pulling sales from the pill
- Partnering with Rx products for multiple product usage
- Stepping in when the government doesn’t
- Spreading the word on IUDs
- Communications training for primary care doctors, nurses and physicians’ assistants
- More creative kits
Market Size and Forecast
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- Emphasis on pleasure infuses market with new products
- Plan B grows the market in 2007
- Growth of under-35s factors into sales
- OTC sales at FDMx and convenience stores
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- Figure 1: OTC (FDMx and convenience store) sales and forecast of contraceptives, at current prices, 2002-12
- Figure 2: OTC (FDMx and convenience store) sales and forecast of contraceptives, at inflation adjusted prices, 2002-12
Competitive Context: Rx Birth Control
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- Overview
- Limited access to healthcare, higher costs limit growth of oral contraceptives
- Focusing on functionality
- Only four annual periods with Seasonique
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- Figure 3: Duramed Seasonique television ad, 2007
- Shorter periods with Loestrin
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- Figure 4: Loestrin 24 television ad, 2007
- Taking the punch out of the period
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- Figure 5: Yaz television ad, 2007
Competitive Context: Unprotected Intercourse
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- Ambivalence towards pregnancy
- Reduced fear of AIDS/HIV
Segment Performance
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- Condoms making marginal gains
- Lube, toys, and Plan B rise to action
- Female condoms, standalone spermicide headed nowhere
- Contraceptive sales
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- Figure 6: OTC FDMx and C-stores sales and forecast of contraceptives, at current prices, by segment, 2002-12
- Figure 7: OTC sales at FDMx and C-stores, by segment excluding Plan B, 2005 and 2007
Segment Performance – Condoms
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- Faster growth may be occurring outside FDMx
- FDMx and C-store sales of condoms
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- Figure 8: U.S. sales and forecast of condoms at FDMx and C-stores, at current prices, 2002-12
- Figure 9: U.S. sales and forecast of condoms at FDMx and C-stores, at inflation-adjusted prices, 2002-12
Segment Performance – Lubrication and Enhancement
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- Lube sales swelling
- Sexual enhancement toys mainstream
- Vibrating rings a hit at Duane Reade
- FDMx sales of lubrication and enhancement products
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- Figure 10: U.S. sales and forecast of lubrication and enhancement products, at current prices, 2002-12
- Figure 11: U.S. sales and forecast of lubrication and enhancement products, at inflation-adjusted products, 2002-12
Segment Performance – Plan B
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- Plan B sales carried $69 million in sales in 2007
Retail Channels
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- Key points
- Drug stores remain premier contraceptive retail destination
- Other retailers somewhat disadvantaged
- Sales by channel
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- Figure 12: U.S. sales of contraceptives, by retail channel, 2005 and 2007
Retail Channels – Drug Stores
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- Key points
- Drug stores capitalize on “new openness”
- Pharmacies make all the difference
- Drug store sales
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- Figure 13: U.S. sales of contraceptives at drug stores, in current prices, 2002-07
Retail Channels – Other
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- Key points
- Supermarkets, mass stores trail in reputation as healthcare outlets
- Convenience stores gain as condoms specialize in pleasure
- Other channel sales
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- Figure 14: U.S. sales of contraceptives at other* channels, 2002-07
Market Drivers: Preventing STDs and Pregnancy
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- Unplanned pregnancy incidence
- Rate of STD contraction
- More women delaying childbirth
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- Figure 15: U.S. births, by age of mother, 2002
- Half of women avoiding pregnancy remain at risk of unplanned births
Market Drivers: The Pleasure Principle
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- If it’s not about procreation, it’s for recreation
- Substantial shifts in condom line sales
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- Figure 16: Condom lines showing rapid growth, based on FDMx sales, 2005 and 2007
- Figure 17: Condom lines showing rapid decline, based on FDMx sales, 2005 and 2007
Market Drivers: Demographics
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- 18-34s should drive 3.7% annual growth in condom sales
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- Figure 18: Usage of condoms, by age, January-November 2007
- Teens
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- Figure 19: Population, by age, 2003-13
- Minority groups use condoms more than whites
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- Figure 20: Usage of condoms, by race/ethnicity, January-November 2007
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- Figure 21: Usage of condoms, by race/ethnicity and age, January-November 2007
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- Figure 22: Population, by race and Hispanic origin, 2003-13
Leading Companies
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- Key points
- Plan B alters the landscape
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- Figure 23: FDMx sales of leading contraceptives companies, including Plan B, 2005 and 2007
- Trojan gains share in traditional market
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- Figure 24: FDMx sales of leading contraceptives companies, excluding Plan B, 2005 and 2007
Brand Share – Condoms
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- Product lines offer variety, but simplicity is lost in the formula
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- Figure 25: FDMx brand sales of male contraceptives in the U.S., 2005 and 2007
Brand Share – Lubricants and Sexual Aids
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- Key points
- J&J’s KY top lube company
- Other companies surge, private label steady
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- Figure 26: FDMx brand sales of lubricants and sexual aids in the U.S., 2005 and 2007
Brand Share – Spermicides and FCs
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- Sales declining
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- Figure 27: FDMx brand sales of OTC female contraceptives in the U.S., 2005 and 2007
Brand Qualities
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- Condom suppliers focus on enhancing intimacy
- Leaders mining the same ground
- Trojan tour aims to make safety sexy
- Durex’ Play takes a look at women’s needs
- Plan B signifies new OTC brand category
Innovation and Innovators
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- Leading providers investing in similar products
- Get it on faster
- Durex can make you a big man
- Pleasure-enhancing condoms
- All-natural lubricants
Advertising and Promotion
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- Condoms a perfect fit for event sponsorship
- It’s good to be bad
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- Figure 28: Trojan “evolve” ad, 2007
- Durex has dark humor
- Hundreds of sperm men viewed millions of times
- Faux Durex president in pain 900,000 times over
- “Sandwich” and “Hello” over 250,000
- It’s entertaining, but does it sell condoms?
- Similar ads up for Trojan
- LifeStyles says we’re all animals
- Website review: selling sex, products, health, and humor
- “America is not a sexually healthy nation”
- Meet Noah and Baron
- Learn how a condom is made
- Buy direct from Mayer Labs
Sex, Partners and Condom Usage
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- One in three under-35s report condom usage…
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- Figure 29: Usage of condoms, by age, January-November 2007
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- Figure 30: Usage of condoms, by gender, January-November 2007
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- Figure 31: Use of birth control, by gender, April 2008
- Frequency of sex, # of partners, condom usage, declines with age
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- Figure 32: Frequency of sex, use of condoms, number of sexual partners in the past month, by age, April 2008
- Reasons for not using a condom
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- Figure 33: Reasons for not using condoms in the past month, by gender, April 2008
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- Figure 34: Reasons for not using condoms in the past month, by age, April 2008
- One in three online 18-34s not using birth control
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- Figure 35: Use of birth control, by age, April 2008
- One in six women online aged 18-24 have used Plan B
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- Figure 36: Use of and attitudes towards Plan B, by age, April 2008
- Preferences for non-latex condoms higher among over-45s
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- Figure 37: Condom type preferred, by age, January-November 2007
Use of Rx Birth Control
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- The pill still reigns
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- Figure 38: Birth control that women have used, tried, or are willing to try, April 2008
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- Figure 39: Use of and interest in the pill, by age, April 2008
- Figure 40: Use of and interest in tubal ligation, by age, April 2008
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- Figure 41: Use of and interest in female hormone injection, by age, April 2008
- Figure 42: Use of and interest in IUDs, vaginal rings, and the patch, by age, April 2008
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- Figure 43: Use of and interest in spermicide, contraceptive sponges, and diaphragms, by age, April 2008
- Reasons for not using Rx birth control
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- Figure 44: Reasons for not using Rx birth control, by age, April 2008
Use of and Interest in Pleasure-positioned Product
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- Interest in new condoms highest among men, under-45s
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- Figure 45: Attitudes towards new condom experimentation, by age, April 2008
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- Figure 46: Attitudes towards new condom experimentation, by gender, April 2008
- Consumers ready to move past ribbed condoms
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- Figure 47: Use of pleasure-positioned product, by type of product, April 2008
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- Figure 48: Interest in pleasure-positioned product, by age, April 2008
- Figure 49: Interest in pleasure-positioned product, by gender, April 2008
Attitudes and Motivations
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- Let’s talk about STD prevention
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- Figure 50: Concerns about condom efficacy regarding STD prevention, by age, April 2008
- Figure 51: Concerns about condom efficacy regarding STD prevention, by gender, April 2008
- Addressing concerns over efficacy in preventing pregnancies
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- Figure 52: Concerns about condom efficacy regarding preventing pregnancy, by age, April 2008
- Figure 53: Concerns about condom efficacy regarding preventing pregnancy, by gender, April 2008
- More lube, please
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- Figure 54: Purchase of condom and lube in last six months, and preference for unlubricated condoms, by age, April 2008
- Figure 55: Purchase of condom and lube in last six months, and preference for unlubricated condoms, by gender, April 2008
- Men, under-35s, didn’t get the memo about STDs and unwanted pregnancy
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- Figure 56: Preference for avoiding condom usage if partner agrees, by age, April 2008
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- Figure 57: Preference for avoiding condom usage if partner agrees, by gender, April 2008
- FDA warning hasn’t reached consumers yet
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- Figure 58: Preference for condoms without spermicide, by age, April 2008
- Figure 59: Preference for condoms without spermicide, by gender, April 2008
Higher Ed Makes for Higher Usage
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- College grads more likely to be active and using birth control
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- Figure 60: Use of birth control, by education level, April 2008
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- Figure 61: Any sexual activity in the past month, by education level, April 2008
- Interest in experimentation
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- Figure 62: Interest in pleasure-positioned product, by education level, April 2008
Race and Ethnicity
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- Overview
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- Figure 63: Usage of condoms, by race/ethnicity, January-November 2007
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- Figure 64: Use of birth control, by race/ethnicity, April 2008
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- Figure 65: Reasons for not using condoms, by race/ethnicity, April 2008
- Interest in pleasure-positioned product
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- Figure 66: Interest in experimenting with new condoms, by race/ethnicity, April 2008
- Figure 67: Interest in pleasure-positioned products, by race/ethnicity, April 2008
- Blacks show surprisingly little interest in Plan B
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- Figure 68: Interest in and use of Plan B, by race/ethnicity, April 2008
- Frequency of sex, # of partners, condom usage, declines with age
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- Figure 69: Frequency of sex, use of condoms, number of different sexual partners, by race/ethnicity, April 2008
- Preference for natural skin condoms
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- Figure 70: Condom types used, by race/ethnicity, January-November 2007
Presence of Children
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- Overview
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- Figure 71: Use of condoms, by presence of children, January-November 2007
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- Figure 72: Use of birth control, by presence of children, April 2008
- A niche for condoms among women who dislike Rx birth control
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- Figure 73: Reasons for not using Rx birth control, by presence of children, April 2008
Custom Consumer Groups
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- Responses by number of partners and sexual orientation
- An open sexual world is a condom-using world
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- Figure 74: Recent purchase of condoms and lube, by number of sexual partners and sexual orientation, April 2008
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- Figure 75: Use of birth control, by number of sexual partners and sexual orientation, April 2008
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- Figure 76: Frequency of sex, use of condoms, number of sexual partners, by number of partners and sexual orientation, April 2008
- With increased usage comes increased interest in new condom and lubrication products
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- Figure 77: Interest in experimentation, by number of sexual partners and sexual orientation, April 2008
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- Figure 78: Interest in pleasure-positioned product, by number of sexual partners and sexual orientation, April 2008
- Multiple-partner and GLBT respondents less keen on unknown brands
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- Figure 79: Use of familiar brands, by number of sexual partners and sexual orientation, April 2008
- At-risk groups still acting risky
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- Figure 80: Eschewing condom usage, by number of sexual partners and sexual orientation, April 2008
- The role of marriage and children
- Singles much more likely to use condoms
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- Figure 81: Use of condoms, by marital status, January-November 2007
- Use of contraception
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- Figure 82: Use of birth control, by marital status and presence of children, April 2008
- Reasons for not using Rx contraception
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- Figure 83: Reasons for not using Rx birth control, by marital status and presence of children, April 2008
Cluster Analysis
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- The New Wave
- Non-condom users
- Active and at-risk
- Cluster characteristics
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- Figure 84: Clusters, April 2008
- Figure 85: Use of birth control, by clusters, April 2008
- Figure 86: Attitudes toward contraception, by clusters, April 2008
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- Figure 87: Frequency of sex, frequency of condom usage, and number of partners, by clusters, April 2008
- Figure 88: Sexual orientation, by clusters, April 2008
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- Figure 89: Use of and interest in pleasure-positioned product, by clusters, April 2008
- Cluster group demographics
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- Figure 90: Clusters, by age, April 2008
- Figure 91: Clusters, by household income, April 2008
- Figure 92: Clusters, by race/ethnicity, April 2008
- Methodology
Appendix: Impact of Household Income
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- Little difference in condom usage by household income
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- Figure 93: Use of condoms, by household income, January-November 2007
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- Figure 94: Use of birth control, by household income, April 2008
- Attitudes driven more by age than by income
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- Figure 95: Attitudes towards condoms and other types of birth control, by household income, April 2008
- Reasons for not using a condom
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- Figure 96: Reasons for not using condoms, by household income, April 2008
Appendix: Trade Associations
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