Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Recession continues to affect families’ priorities and spending habits
- Flexible work hours lead to more family time
- Families enjoy spending time at home together
- Changes in makeup of family impact family leisure time
- Teens less satisfied with family dynamic now compared to two years ago
- How race and Hispanic origin impact family leisure
Insights and Opportunities
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- All the world’s an office
- Digitally connected families redefine family time
- Modern families outpace traditional families
- Childhood obesity impacting family activities
Inspire Insight
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- Trend: Switch Off
Market Size and Forecast
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- Key points
- Annual family entertainment expenditures
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- Figure 1: U.S. average annual entertainment expenditures and forecast, by consumer units with children, at current prices, 2005-15
- Figure 2: U.S. average annual entertainment expenditures and forecast, by consumer units with children, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Fan chart forecast of U.S. average annual entertainment expenditures, by consumer units with children, at current prices, 2005-15
- Audio and visual equipment and services account for about half of total leisure spend
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- Figure 4: U.S. average audio and visual equipment and services expenditures and forecast, by consumer units with children, at current prices, 2005-15
- Spending on fees and admissions declined only slightly during recession
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- Figure 5: U.S. average annual fees and admissions expenditures and forecast, by consumer units with children, at current prices, 2005-15
- Spending on toys and hobbies gained more than 50% from 2008-09
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- Figure 6: U.S. average toys and hobbies expenditures and forecast, by consumer units with children, at current prices, 2005-15
- Total sales of toys and games flat through recession; resumes moderate growth
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- Figure 7: Total U.S. retail sales and forecast of toys and games at current prices, 2004-14
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- Figure 8: Toys and games market segmentation, by value, 2009
Competitive Context
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- Key points
- If it’s not leisure time, it’s work time
- Technology means less face time for families
- Many kids are too busy to spend time with family
- Down economy cutting into family leisure outside of the home
Family Demographics
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- Key points
- Presence of children in households has declined over the last decade …
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- Figure 9: Households, by presence of children, 1999-2009
- … but the number of children is increasing
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- Figure 10: U.S. Population by age, 2006-16
- Two thirds of households headed by a 35-39 year old have children
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- Figure 11: Households with children, by age of householder, 2009
- Hispanic households most likely to have children, followed by Asian households
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- Figure 12: Households with children, by race and Hispanic origin of householder, 2009
- Blacks more likely to have older children, Asians more likely to have younger children
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- Figure 13: Households, by race of householder and presence and ages of children, 2009
- Hispanic households most likely to have children of any age
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- Figure 14: Hispanic households, by presence and ages of children, 2009
- Figure 15: U.S. Hispanic population, by age, 2005-15
- Two-person households are the most common
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- Figure 16: Households, by size, 2009
- Asian households most likely to be headed by married couple, black households most likely to be led by female householder
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- Figure 17: Household type, by race and Hispanic origin of householder, 2009
- Asians and whites over index for median household income, blacks and Hispanics under index
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- Figure 18: Median household income by race and Hispanic origin of householder, 2009
- Figure 19: Median household income in inflation-adjusted dollars, 1999-2009
- Women’s participation in the labor force increases while men’s declines
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- Figure 20: Civilian labor force participation rates by gender, 1950-2005 and projected 2010-50
Market Drivers
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- Key points
- Consumers still cautious in down economy
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- Figure 21: University of Michigan Consumer Sentiment index, quarterly average, 2004-10
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- Figure 22: Employment status of parents with their own children younger than 18, 2008-09
- Figure 23: Unemployment rate, 2004-10
- The traditional family morphs into the modern family
- Childhood obesity drives interest in healthier living
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- Figure 24: Prevalence of obesity among children and adolescents, 2-19 years, for selected years 1971-2008
- Technology permeates family life
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- Figure 25: Technology ownership, by family configuration, Dec. 2007-Jan. 2008
- Figure 26: Cell phone ownership among teens, by age, 2004-09
Innovations and Innovators
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- Wii Party Games make screen time family time
- Hasbro family game night leverages down economy to encourage families to enjoy a night in
- Family camp is way for families to vacation “far from the hustle and responsibilities”
- IHOP offers “kids eat free” days and expands brand through express dining
- Family Time Fun dinner games make dinner less stressful
- Kids’ cooking shows grow in popularity
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Stouffer’s
- Overview
- Stouffer’s online
- Stouffer’s TV commercial
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- Figure 27: Stouffer’s, television ad, 2010
- Brand analysis: Hasbro
- Overview
- Hasbro online
- Hasbro TV commercial
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- Figure 28: Hasbro Monopoly, television ad, 2010
- Brand analysis: Sony PlayStation Move
- Overview
- PlayStation Move online
- PlayStation TV commercial
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- Figure 29: Sony PlayStation, television ad, 2010
- Brand analysis: Nabisco Oreo Cookies
- Overview
- Nabisco Oreo Cookies online
- Nabisco Oreo Cookies commercial
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- Figure 30: Nabisco Oreo Cookie, television ad, 2010
Change in Amount of Family Leisure Time
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- Key points
- Amount of hours families spend together each week depends heavily on parent’s circumstances
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- Figure 31: Weekly average hours of family leisure time, by gender, age, household income, marital/relationship status, Nov. 2010
- Figure 32: Weekly average hours of family leisure time, by education, employment, number of children in household, Nov. 2010
- Those earning less than $50K are most likely to be spending more time with family
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- Figure 33: Changes in family free time compared to last year, by household income, Nov. 2010
- Unmarried and cohabitating individuals report high instances of increased family time
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- Figure 34: Changes in family free time compared to last year, by marital/relationship status, Nov. 2010
- Self-employed respondents most likely to be spending more time with family
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- Figure 35: Changes in family free time compared to last year, by employment status, Nov. 2010
- Larger families finding more time to spend together
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- Figure 36: Changes in family free time compared to last year, by number of children in household, Nov. 2010
Reasons for Spending More Time with Family
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- Key points
- Families make spending time together a priority
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- Figure 37: Reasons for spending more time together, Nov. 2010
- Respondents are spending less time working, making time for family
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- Figure 38: Reasons for spending more time together, by age, Nov. 2010
- Flexible work hours key to more family time among those with higher education and income
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- Figure 39: Reasons for spending more time together, by household income, Nov. 2010
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- Figure 40: Reasons for spending more time together, by education, Nov. 2010
- Unmarried respondents report less time spent working as significant reason for more family time
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- Figure 41: Reasons for spending more time together, by marital status, Nov. 2010
- Non-working respondents least likely to say they have made spending time with family a priority
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- Figure 42: Reasons for spending more time together, by employment status, Nov. 2010
Reasons for Spending Less Time with Family
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- Key points
- More time working is primary reason for less family time
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- Figure 43: Reasons for spending less time together, by age, Nov. 2010
- Half of those earning $50K+ report working more as reason for spending less time with family
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- Figure 44: Reasons for spending less time together, by household income, Nov. 2010
- Larger households more likely to say kids’ afterschool activities eat into family time
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- Figure 45: Reasons for spending less time together, by number of children in household, Nov. 2010
Attitudes Toward Family Time
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- Key points
- Families enjoy spending time at home together
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- Figure 46: Attitudes toward spending time with family, Nov. 2010
- Four in 10 dads don’t spend as much time with family as they would like
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- Figure 47: Attitudes toward spending time with family, by gender, Nov. 2010
- Video games are economic equalizer
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- Figure 48: Attitudes toward spending time with family, by household income, Nov. 2010
- Separated, divorced, or widowed respondents feel kids are too busy to spend time with them
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- Figure 49: Attitudes toward spending time with family, by marital/relationship status, Nov. 2010
- Unmarried parents less satisfied with family time
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- Figure 50: Attitudes toward spending time with family, by marital status/presence of children, July 2009-Sept. 2010
- Full-time workers most likely to feel they don’t spend as much time with family as would like
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- Figure 51: Attitudes toward spending time with family, by employment status, Nov. 2010
- Larger households most likely to have volunteered together
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- Figure 52: Attitudes toward spending time with family, by number of children in household, Nov. 2010
- Showing love is primary reason parents feel spending time with kids is important
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- Figure 53: Ranked importance of reasons for spending time with family, Nov. 2010
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- Figure 54: Ranked importance of good self-esteem as a reason for spending time with family, by gender, Nov. 2010
- Majority of kids aged 6-11 remain happy to spend time with family
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- Figure 55: Kids’ feelings toward spending time with family, May 2005-June 2010
Teen Attitudes Toward Family Time
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- Key points
- Teens less satisfied with family dynamic now compared to two years ago
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- Figure 56: Teen attitudes toward family, May 2005-June 2010
- Teens show less interest in sports, more interest in independent pursuits
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- Figure 57: Teen attitudes toward sports and leisure, May 2005-June 2010
- Teens from households earning $25K-49.9K least likely to say family gets along
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- Figure 58: Teen attitudes toward family, by household income, April 2009-June 2010
- Teens from larger households show slightly less interest in electronics
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- Figure 59: Teen attitudes toward sports and leisure, by household size, April 2009-June 2010
- Teens go to movies with friends much more often than with parents
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- Figure 60: Teens past six month movie attendance and companionship, by gender, April 2009-June 2010
- Asian teens least likely to see movies with parents
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- Figure 61: Teens past six month movie attendance and companionship, by race/Hispanic origin, April 2009-June 2010
Leisure Time: Staying In and Going Out
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- Key points
- Going out activities that cost money, like seeing a movie, families report doing less
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- Figure 62: Changes in family activities compared to last year, Nov. 2010
- Families say they are watching movies at home more and cooking more
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- Figure 63: Changes in at-home family activities compared to last year, Nov. 2010
- Across demographics, families playing outside together more
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- Figure 64: Changes in family playing outside together, by gender, age, household income, marital/relationship status, Nov. 2010
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- Figure 65: Changes in family playing outside together, by education, employment, number of children in household, race/Hispanic origin, Nov. 2010
- Married respondents with kids more likely to go to museums, zoos, and aquariums
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- Figure 66: Leisure activities in the last 12 months, by marital status/presence of children, July 2009-Sept. 2010
- Unmarried parents least likely to have traveled domestically in last 12 months
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- Figure 67: Travel/vacation habits, by marital status/presence of children, July 2009-Sept. 2010
- As respondents age, so does likelihood of owning family leisure products
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- Figure 68: Outdoor/indoor leisure product household ownership, by age, Nov. 2010
Leisure Time: Dining
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- Key points
- Across demographics, many families cooking together more
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- Figure 69: Changes in family eating/cooking habits compared to last year, by gender, age, household income, marital/relationship status, Nov. 2010
- Figure 70: Changes in family eating/cooking habits compared to last year, by employment, number of children in household, race/Hispanic origin, Nov. 2010
- Fewer kids say families are eating at family-style restaurants compared to last two years
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- Figure 71: Kids’ fast food and family restaurant visitation, May 2005-June 2010
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- Figure 72: Kids’ companionship to restaurants, by meal occasion, April 2009-June 2010
Leisure Time: Technology and Electronics
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- Key points
- Video game consoles not just for the young
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- Figure 73: Electronic and leisure activity product household ownership, by age, Nov. 2010
- Affluent most likely to have high-end electronics
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- Figure 74: Electronic and leisure activity product household ownership, by household income, Nov. 2010
- Married respondents prefer Nintendo Wii over other game consoles
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- Figure 75: Video game ownership/play and systems, by marital status/presence of children, July 2009-Sept. 2010
- Married parents differ in video game preferences compared to unmarried parents
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- Figure 76: Types of video games played in the last six months, by marital status/presence of children, July 2009-Sept. 2010
- Moms and dads more likely to play video games with kids compared to last year
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- Figure 77: Kids’ video game ownership/play and who they play with, April 2007-June 2010
Impact of Race and Hispanic Origin
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- Key points
- Black families spend least amount of time together each week
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- Figure 78: Weekly average hours of family leisure time, by race/Hispanic origin, Nov. 2010
- White families least likely to be spending more time together this year compared to last year
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- Figure 79: Changes in family free time compared to last year, by race/Hispanic origin, Nov. 2010
- Hispanic families most likely to make spending time with family a priority
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- Figure 80: Reasons for spending more time together, by race/Hispanic origin, Nov. 2010
- Asians are most likely to agree that electronics are inhibiting their family’s face to face communication
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- Figure 81: Attitudes toward spending time with family, by race/Hispanic origin, Nov. 2010
- Figure 82: Electronic and leisure activity product household ownership, by race/Hispanic origin, Nov. 2010
- Items that represent “American Dream” more important to white families
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- Figure 83: Outdoor/indoor leisure product household ownership, by race/Hispanic origin, Nov. 2010
Cluster Analysis
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- American Dreams
- Demographics
- Characteristics
- Opportunities
- TV and Me
- Demographics
- Characteristics
- Opportunities
- Time-honored Traditions
- Demographics
- Characteristics
- Opportunities
- Cluster characteristics
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- Figure 84: Family leisure clusters, Nov. 2010
- Figure 85: Weekly average hours of family leisure time, by family leisure clusters, Nov. 2010
- Figure 86: Changes in family free time compared to last year, by family leisure clusters, Nov. 2010
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- Figure 87: Attitudes toward spending time with family, by family leisure clusters, Nov. 2010
- Figure 88: Electronic and leisure activity product household ownership, by family leisure clusters, Nov. 2010
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- Figure 89: Outdoor/indoor leisure product household ownership, by family leisure clusters, Nov. 2010
- Cluster demographics
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- Figure 90: Family leisure clusters, by gender, Nov. 2010
- Figure 91: Family leisure clusters, by age, Nov. 2010
- Figure 92: Family leisure clusters, by household income, Nov. 2010
- Figure 93: Family leisure clusters, by race, Nov. 2010
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Figure 94: Respondent demographics, by gender, age, household income, marital/relationship status, Nov. 2010
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- Figure 95: Respondent demographics, by education, employment, race/Hispanic origin, Nov. 2010
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- Figure 96: Changes in family free time compared to last year, by age, Nov. 2010
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- Figure 97: Reasons for spending more time together, by number of children in household, Nov. 2010
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- Figure 98: Attitudes toward spending time with family, by age, Nov. 2010
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- Figure 99: Attitudes toward spending time with family, by education, Nov. 2010
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- Figure 100: Teens’ past four weeks shopping mall visit and companionship, May 2005-June 2010
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- Figure 101: Teens’ last 12 months theme park visit and companionship May 2005-June 2010
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Appendix: Trade Associations
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