Pet Toothpaste Market (Type: Medicated and Non-medicated; Category: Flavored and Non-flavored; Form: Paste and Gel; and Pet: Dog, Cat, and Others) - Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2023-2031

Pet Toothpaste Market (Type: Medicated and Non-medicated; Category: Flavored and Non-flavored; Form: Paste and Gel; and Pet: Dog, Cat, and Others) - Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2023-2031


Pet Toothpaste Market – Scope of Report


TMR’s report on the global Pet Toothpaste market studies the past as well as the current growth trends and opportunities to gain valuable insights of the indicators of the market during the forecast period from 2023 to 2031. The report provides revenue of the global Pet Toothpaste market for the period 2017–2031, considering 2023 as the base year and 2031 as the forecast year. The report also provides the compound annual growth rate (CAGR %) of the global Pet Toothpaste market from 2023 to 2031.

The report has been prepared after an extensive research. Primary research involved bulk of the research efforts, wherein analysts carried out interviews with key opinion leaders, industry leaders, and opinion makers. Secondary research involved referring to key players’ product literature, annual reports, press releases, and relevant documents to understand the Pet Toothpaste market.

Secondary research also included Internet sources, statistical data from government agencies, websites, and trade associations. Analysts employed a combination of top-down and bottom-up approaches to study various attributes of the global Pet Toothpaste market.

The report includes an elaborate executive summary, along with a snapshot of the growth behavior of various segments included in the scope of the study. Moreover, the report throws light on the changing competitive dynamics in the global Pet Toothpaste market. These serve as valuable tools for existing market players as well as for entities interested in participating in the global Pet Toothpaste market.

The report delves into the competitive landscape of the global Pet Toothpaste market. Key players operating in the global Pet Toothpaste market have been identified and each one of these has been profiled in terms of various attributes. Company overview, financial standings, recent developments, and SWOT are the attributes of players in the global Pet Toothpaste market profiled in this report.

Key Questions Answered in Global Pet Toothpaste Market Report
  • What is the sales/revenue generated by Pet Toothpaste across all regions during the forecast period?
  • What are the opportunities in the global Pet Toothpaste market?
  • What are the major drivers, restraints, opportunities, and threats in the market?
  • Which regional market is set to expand at the fastest CAGR during the forecast period?
  • Which segment is expected to generate the highest revenue globally in 2031?
  • Which segment is projected to expand at the highest CAGR during the forecast period?
  • What are the market positions of different companies operating in the global market?

Pet Toothpaste Market – Research Objectives and Research Approach


The comprehensive report on the global Pet Toothpaste market begins with an overview, followed by the scope and objectives of the study. The report provides detailed explanation of the objectives behind this study and key vendors and distributors operating in the market and regulatory scenario for approval of products.

For reading comprehensibility, the report has been compiled in a chapter-wise layout, with each section divided into smaller ones. The report comprises an exhaustive collection of graphs and tables that are appropriately interspersed. Pictorial representation of actual and projected values of key segments is visually appealing to readers. This also allows comparison of the market shares of key segments in the past and at the end of the forecast period.

The report analyzes the global Pet Toothpaste market in terms of product, end-user, and region. Key segments under each criterion have been studied at length, and the market share for each of these at the end of 2031 has been provided. Such valuable insights enable market stakeholders in making informed business decisions for investment in the global Pet Toothpaste market.


1. Preface
1.1. Market Definition and Scope
1.2. Market Segmentation
1.3. Key Research Objectives
1.4. Research Highlights
2. Assumptions
3. Research Methodology
4. Executive Summary
5. Market Overview
5.1. Introduction
5.2. Market Dynamics
5.2.1. Drivers
5.2.2. Restraints
5.2.3. Opportunities
5.3. Key Trends Analysis
5.3.1. Demand Side Analysis
5.3.2. Supply Side Analysis
5.4. Key Market Indicators
5.4.1. Pet Care Products Industry Overview
5.5. Porter’s Five Forces Analysis
5.6. Industry SWOT Analysis
5.7. Value Chain Analysis
5.8. Raw Ingredient Analysis
5.9. Regularity Framework
5.10. Global Pet Toothpaste Market Analysis and Forecast, 2023 - 2031
5.10.1. Market Value Projections (US$ Bn)
5.10.2. Market Volume Projections (Thousand Units)
6. Global Pet Toothpaste Market Analysis and Forecast, By Type
6.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Type, 2023 - 2031
6.1.1. Medicated
6.1.2. Non-medicated
6.2. Incremental Opportunity, By Type
7. Global Pet Toothpaste Market Analysis and Forecast, By Category
7.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Category, 2023 - 2031
7.1.1. Flavored
7.1.2. Non-flavored
7.2. Incremental Opportunity, By Category
8. Global Pet Toothpaste Market Analysis and Forecast, By Form
8.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Form, 2023 - 2031
8.1.1. Paste
8.1.2. Gel
8.2. Incremental Opportunity, By Form
9. Global Pet Toothpaste Market Analysis and Forecast, By Flavor
9.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Flavor, 2023 - 2031
9.1.1. Chicken
9.1.2. Beef
9.1.3. Seafood
9.1.4. Others
9.2. Incremental Opportunity, By Flavor
10. Global Pet Toothpaste Market Analysis and Forecast, By Pet Type
10.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Pet Type, 2023 - 2031
10.1.1. Dog
10.1.2. Cat
10.1.3. Others
10.2. Incremental Opportunity, By Pet Type
11. Global Pet Toothpaste Market Analysis and Forecast, By Packaging
11.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Packaging, 2023 - 2031
11.1.1. Tubes
11.1.2. Bottle
11.2. Incremental Opportunity, By Packaging
12. Global Pet Toothpaste Market Analysis and Forecast, By Price
12.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, Price, 2023 - 2031
12.1.1. Below US$ 20
12.1.2. US$ 20 - US$ 50
12.1.3. Above US$ 50
12.2. Incremental Opportunity, By Price
13. Global Pet Toothpaste Market Analysis and Forecast, By Usage
13.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Usage, 2023 - 2031
13.1.1. Residential
13.1.2. Commercial
13.1.2.1. Veterinary Clinics
13.1.2.2. Pet Care Centers
13.1.2.3. Others
13.2. Incremental Opportunity, By Usage
14. Global Pet Toothpaste Market Analysis and Forecast, By Distribution Channel
14.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Distribution Channel, 2023 - 2031
14.1.1. Online
14.1.1.1. Company-owned Websites
14.1.1.2. E-commerce Portals
14.1.2. Offline
14.1.2.1. Veterinary Clinics
14.1.2.2. Pet Pharmacy
14.1.2.3. Specialty Stores
14.1.2.4. Others
14.2. Incremental Opportunity, By Distribution Channel
15. Global Pet Toothpaste Market Analysis and Forecast, By Region
15.1. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Region, 2023 - 2031
15.1.1. North America
15.1.2. Europe
15.1.3. Asia Pacific
15.1.4. Middle East & Africa
15.1.5. South America
15.2. Incremental Opportunity, By Region
16. North America Pet Toothpaste Market Analysis and Forecast
16.1. Regional Snapshot
16.2. Key Trends Analysis
16.2.1. Demand Side
16.2.2. Supplier Side
16.3. Brand Analysis
16.4. Pet Ownership Overview
16.4.1. Annual Spending on Pets
16.4.2. Pet Adoption Behavior
16.5. Price Trend Analysis
16.5.1. Weighted Average Selling Price
16.6. Consumer Buying Behavior Analysis
16.6.1. Average Expenditure of Owner on Pet
16.6.2. Pet Ownership by Age
16.7. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Type, 2023 - 2031
16.7.1. Medicated
16.7.2. Non-medicated
16.8. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Category, 2023 - 2031
16.8.1. Flavored
16.8.2. Non-flavored
16.9. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Form, 2023 - 2031
16.9.1. Paste
16.9.2. Gel
16.10. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Flavor, 2023 - 2031
16.10.1. Chicken
16.10.2. Beef
16.10.3. Seafood
16.10.4. Others
16.11. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Pet Type, 2023 - 2031
16.11.1. Dog
16.11.2. Cat
16.11.3. Others
16.12. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Packaging, 2023 - 2031
16.12.1. Tubes
16.12.2. Bottle
16.13. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, Price, 2023 - 2031
16.13.1. Below US$ 20
16.13.2. US$ 20 - US$ 50
16.13.3. Above US$ 50
16.14. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Usage, 2023 - 2031
16.14.1. Residential
16.14.2. Commercial
16.14.2.1. Veterinary Clinics
16.14.2.2. Pet Care Centers
16.14.2.3. Others
16.15. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Distribution Channel, 2023 - 2031
16.15.1. Online
16.15.1.1. Company-owned Websites
16.15.1.2. E-commerce Portals
16.15.2. Offline
16.15.2.1. Veterinary Clinics
16.15.2.2. Pet Pharmacy
16.15.2.3. Specialty Stores
16.15.2.4. Others
16.16. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Country/Sub-region, 2023 - 2031
16.16.1. U.S.
16.16.2. Canada
16.16.3. Rest of North America
16.17. Incremental Opportunity Analysis
17. Europe Pet Toothpaste Market Analysis and Forecast
17.1. Regional Snapshot
17.2. Key Trends Analysis
17.2.1. Demand Side
17.2.2. Supplier Side
17.3. Brand Analysis
17.4. Pet Ownership Overview
17.4.1. Annual Spending on Pets
17.4.2. Pet Adoption Behavior
17.5. Price Trend Analysis
17.5.1. Weighted Average Selling Price
17.6. Consumer Buying Behavior Analysis
17.6.1. Average Expenditure of Owner on Pet
17.6.2. Pet Ownership by Age
17.7. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Type, 2023 - 2031
17.7.1. Medicated
17.7.2. Non-medicated
17.8. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Category, 2023 - 2031
17.8.1. Flavored
17.8.2. Non-flavored
17.9. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Form, 2023 - 2031
17.9.1. Paste
17.9.2. Gel
17.10. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Flavor, 2023 - 2031
17.10.1. Chicken
17.10.2. Beef
17.10.3. Seafood
17.10.4. Others
17.11. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Pet Type, 2023 - 2031
17.11.1. Dog
17.11.2. Cat
17.11.3. Others
17.12. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Packaging, 2023 - 2031
17.12.1. Tubes
17.12.2. Bottle
17.13. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, Price, 2023 - 2031
17.13.1. Below US$ 20
17.13.2. US$ 20 - US$ 50
17.13.3. Above US$ 50
17.14. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Usage, 2023 - 2031
17.14.1. Residential
17.14.2. Commercial
17.14.2.1. Veterinary Clinics
17.14.2.2. Pet Care Centers
17.14.2.3. Others
17.15. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Distribution Channel, 2023 - 2031
17.15.1. Online
17.15.1.1. Company-owned Websites
17.15.1.2. E-commerce Portals
17.15.2. Offline
17.15.2.1. Veterinary Clinics
17.15.2.2. Pet Pharmacy
17.15.2.3. Specialty Stores
17.15.2.4. Others
17.16. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Country/Sub-region, 2023 - 2031
17.16.1. U.K.
17.16.2. Germany
17.16.3. France
17.16.4. Rest of Europe
17.17. Incremental Opportunity Analysis
18. Asia Pacific Pet Toothpaste Market Analysis and Forecast
18.1. Regional Snapshot
18.2. Key Trends Analysis
18.2.1. Demand Side
18.2.2. Supplier Side
18.3. Brand Analysis
18.4. Pet Ownership Overview
18.4.1. Annual Spending on Pets
18.4.2. Pet Adoption Behavior
18.5. Price Trend Analysis
18.5.1. Weighted Average Selling Price
18.6. Consumer Buying Behavior Analysis
18.6.1. Average Expenditure of Owner on Pet
18.6.2. Pet Ownership by Age
18.7. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Type, 2023 - 2031
18.7.1. Medicated
18.7.2. Non-medicated
18.8. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Category, 2023 - 2031
18.8.1. Flavored
18.8.2. Non-flavored
18.9. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Form, 2023 - 2031
18.9.1. Paste
18.9.2. Gel
18.10. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Flavor, 2023 - 2031
18.10.1. Chicken
18.10.2. Beef
18.10.3. Seafood
18.10.4. Others
18.11. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Pet Type, 2023 - 2031
18.11.1. Dog
18.11.2. Cat
18.11.3. Others
18.12. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Packaging, 2023 - 2031
18.12.1. Tubes
18.12.2. Bottle
18.13. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, Price, 2023 - 2031
18.13.1. Below US$ 20
18.13.2. US$ 20 - US$ 50
18.13.3. Above US$ 50
18.14. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Usage, 2023 - 2031
18.14.1. Residential
18.14.2. Commercial
18.14.2.1. Veterinary Clinics
18.14.2.2. Pet Care Centers
18.14.2.3. Others
18.15. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Distribution Channel, 2023 - 2031
18.15.1. Online
18.15.1.1. Company-owned Websites
18.15.1.2. E-commerce Portals
18.15.2. Offline
18.15.2.1. Veterinary Clinics
18.15.2.2. Pet Pharmacy
18.15.2.3. Specialty Stores
18.15.2.4. Others
18.16. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Country/Sub-region, 2023 - 2031
18.16.1. India
18.16.2. China
18.16.3. Japan
18.16.4. Rest of Asia Pacific
18.17. Incremental Opportunity Analysis
19. Middle East & South Africa Pet Toothpaste Market Analysis and Forecast
19.1. Regional Snapshot
19.2. Key Trends Analysis
19.2.1. Demand Side
19.2.2. Supplier Side
19.3. Brand Analysis
19.4. Pet Ownership Overview
19.4.1. Annual Spending on Pets
19.4.2. Pet Adoption Behavior
19.5. Price Trend Analysis
19.5.1. Weighted Average Selling Price
19.6. Consumer Buying Behavior Analysis
19.6.1. Average Expenditure of Owner on Pet
19.6.2. Pet Ownership by Age
19.7. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Type, 2023 - 2031
19.7.1. Medicated
19.7.2. Non-medicated
19.8. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Category, 2023 - 2031
19.8.1. Flavored
19.8.2. Non-flavored
19.9. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Form, 2023 - 2031
19.9.1. Paste
19.9.2. Gel
19.10. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Flavor, 2023 - 2031
19.10.1. Chicken
19.10.2. Beef
19.10.3. Seafood
19.10.4. Others
19.11. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Pet Type, 2023 - 2031
19.11.1. Dog
19.11.2. Cat
19.11.3. Others
19.12. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Packaging, 2023 - 2031
19.12.1. Tubes
19.12.2. Bottle
19.13. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, Price, 2023 - 2031
19.13.1. Below US$ 20
19.13.2. US$ 20 - US$ 50
19.13.3. Above US$ 50
19.14. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Usage, 2023 - 2031
19.14.1. Residential
19.14.2. Commercial
19.14.2.1. Veterinary Clinics
19.14.2.2. Pet Care Centers
19.14.2.3. Others
19.15. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Distribution Channel, 2023 - 2031
19.15.1. Online
19.15.1.1. Company-owned Websites
19.15.1.2. E-commerce Portals
19.15.2. Offline
19.15.2.1. Veterinary Clinics
19.15.2.2. Pet Pharmacy
19.15.2.3. Specialty Stores
19.15.2.4. Others
19.16. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Country/Sub-region, 2023 - 2031
19.16.1. GCC
19.16.2. Rest of Middle East & Africa
19.17. Incremental Opportunity Analysis
20. South America Pet Toothpaste Market Analysis and Forecast
20.1. Regional Snapshot
20.2. Key Trends Analysis
20.2.1. Demand Side
20.2.2. Supplier Side
20.3. Brand Analysis
20.4. Pet Ownership Overview
20.4.1. Annual Spending on Pets
20.4.2. Pet Adoption Behavior
20.5. Price Trend Analysis
20.5.1. Weighted Average Selling Price
20.6. Consumer Buying Behavior Analysis
20.6.1. Average Expenditure of Owner on Pet
20.6.2. Pet Ownership by Age
20.7. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Type, 2023 - 2031
20.7.1. Medicated
20.7.2. Non-medicated
20.8. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Category, 2023 - 2031
20.8.1. Flavored
20.8.2. Non-flavored
20.9. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Form, 2023 - 2031
20.9.1. Paste
20.9.2. Gel
20.10. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Flavor, 2023 - 2031
20.10.1. Chicken
20.10.2. Beef
20.10.3. Seafood
20.10.4. Others
20.11. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Pet Type, 2023 - 2031
20.11.1. Dog
20.11.2. Cat
20.11.3. Others
20.12. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Packaging, 2023 - 2031
20.12.1. Tubes
20.12.2. Bottle
20.13. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, Price, 2023 - 2031
20.13.1. Below US$ 20
20.13.2. US$ 20 - US$ 50
20.13.3. Above US$ 50
20.14. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Usage, 2023 - 2031
20.14.1. Residential
20.14.2. Commercial
20.14.2.1. Veterinary Clinics
20.14.2.2. Pet Care Centers
20.14.2.3. Others
20.15. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Distribution Channel, 2023 - 2031
20.15.1. Online
20.15.1.1. Company-owned Websites
20.15.1.2. E-commerce Portals
20.15.2. Offline
20.15.2.1. Veterinary Clinics
20.15.2.2. Pet Pharmacy
20.15.2.3. Specialty Stores
20.15.2.4. Others
20.16. Pet Toothpaste Market Size (US$ Bn and Thousand Units) Forecast, By Country/Sub-region, 2023 - 2031
20.16.1. Brazil
20.16.2. Rest of South America
20.17. Incremental Opportunity Analysis
21. Competition Landscape
21.1. Market Player - Competition Dashboard
21.2. Market Share Analysis (%), by Company, (2022)
21.3. Company Profiles (Details - Company Overview, Sales Area/Geographical Presence, Revenue, Strategy & Business Overview)
21.3.1. Boss Holdings, Inc.
21.3.1.1. Company Overview
21.3.1.2. Sales Area/Geographical Presence
21.3.1.3. Revenue
21.3.1.4. Strategy & Business Overview
21.3.2. Central Garden & Pet Company
21.3.2.1. Company Overview
21.3.2.2. Sales Area/Geographical Presence
21.3.2.3. Revenue
21.3.2.4. Strategy & Business Overview
21.3.3. Church & Dwight Co., Inc.
21.3.3.1. Company Overview
21.3.3.2. Sales Area/Geographical Presence
21.3.3.3. Revenue
21.3.3.4. Strategy & Business Overview
21.3.4. Cosmos Corporation
21.3.4.1. Company Overview
21.3.4.2. Sales Area/Geographical Presence
21.3.4.3. Revenue
21.3.4.4. Strategy & Business Overview
21.3.5. Fine Pet & Caps Private Limited
21.3.5.1. Company Overview
21.3.5.2. Sales Area/Geographical Presence
21.3.5.3. Revenue
21.3.5.4. Strategy & Business Overview
21.3.6. Oxyfresh Worldwide, Inc.
21.3.6.1. Company Overview
21.3.6.2. Sales Area/Geographical Presence
21.3.6.3. Revenue
21.3.6.4. Strategy & Business Overview
21.3.7. PawFlex Inc.
21.3.7.1. Company Overview
21.3.7.2. Sales Area/Geographical Presence
21.3.7.3. Revenue
21.3.7.4. Strategy & Business Overview
21.3.8. Paws And Pals, Inc.
21.3.8.1. Company Overview
21.3.8.2. Sales Area/Geographical Presence
21.3.8.3. Revenue
21.3.8.4. Strategy & Business Overview
21.3.9. Pura Naturals Pet
21.3.9.1. Company Overview
21.3.9.2. Sales Area/Geographical Presence
21.3.9.3. Revenue
21.3.9.4. Strategy & Business Overview
21.3.10. Virbac Group
21.3.10.1. Company Overview
21.3.10.2. Sales Area/Geographical Presence
21.3.10.3. Revenue
21.3.10.4. Strategy & Business Overview
22. Go To Market Strategy
22.1. Identification of Potential Market Spaces
22.2. Prevailing Market Risks
22.3. Understanding the Buying Process of Customers
22.4. Preferred Sales & Marketing Strategy

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