GITNUXREPORT 2026

Toothpaste Industry Statistics

The global toothpaste market is growing due to rising health awareness and new product trends.

Alexander Schmidt

Research Analyst specializing in technology and digital transformation trends.

First published: Feb 13, 2026

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Statistic 1

72% of global consumers aged 18-34 prefer whitening toothpastes, influencing a segment growth of 4.8% CAGR through 2030.

Statistic 2

In a 2023 survey of 5,000 U.S. adults, 68% reported brushing teeth twice daily, but only 42% floss regularly, boosting demand for all-in-one pastes.

Statistic 3

55% of European consumers prioritize natural ingredients in toothpaste purchases, up from 41% in 2020, per Mintel data.

Statistic 4

Indian consumers show 82% loyalty to herbal toothpastes like those with neem, with 65% willing to pay 20% premium.

Statistic 5

Globally, 47% of parents choose fluoride-free toothpaste for children under 6, driven by safety concerns.

Statistic 6

In Brazil, 61% of urban millennials opt for eco-friendly toothpaste packaging, influencing sustainable product launches.

Statistic 7

39% of Chinese consumers aged 25-40 switched to whitening toothpastes in 2023 for aesthetic reasons.

Statistic 8

U.K. survey reveals 52% of adults prefer gel toothpastes over paste for fresher feel, up 15% since 2019.

Statistic 9

67% of Australian women select toothpastes with enamel protection claims, per 2023 Roy Morgan study.

Statistic 10

Globally, 74% of seniors (65+) prioritize sensitivity relief in toothpaste choices, boosting that segment.

Statistic 11

In France, 48% of consumers read ingredient labels on toothpaste before buying, highest in EU per 2023 Eurobarometer.

Statistic 12

Mexico's consumers show 59% preference for mint-flavored toothpastes, with 23% opting for fruit variants.

Statistic 13

63% of Gen Z globally (2023 data) seek toothpastes with charcoal or baking soda for natural whitening.

Statistic 14

Canadian survey: 71% of parents influenced by pediatric dentist recommendations for kids' toothpaste.

Statistic 15

South Korea: 55% of young adults use toothpaste with probiotic claims for gum health.

Statistic 16

46% of Middle Eastern consumers prefer Islamic-certified halal toothpastes, per 2023 regional poll.

Statistic 17

U.S. Hispanics: 69% choose bilingual packaging toothpastes, impacting marketing strategies.

Statistic 18

58% of global vegetarians/vegans avoid animal-tested toothpaste brands.

Statistic 19

In 2023, 62% of Italian consumers favored toothpastes with xylitol for cavity prevention.

Statistic 20

Sensodyne held 12.5% global market share in sensitivity toothpaste in 2023.

Statistic 21

Colgate dominated U.S. toothpaste market with 37.2% value share in 2023.

Statistic 22

Procter & Gamble's Oral-B and Crest combined for 22% global oral care share, with toothpaste at forefront in 2023.

Statistic 23

Unilever's Pepsodent captured 18% market share in India toothpaste in 2023.

Statistic 24

GlaxoSmithKline (now Haleon) Sensodyne sales reached $1.1 billion globally in 2023.

Statistic 25

Church & Dwight's Arm & Hammer baking soda toothpaste grew 8% YoY to $450 million in 2023 U.S. sales.

Statistic 26

Patanjali Ayurved led herbal segment in India with 14% share in 2023.

Statistic 27

Johnson & Johnson acquired Zendium brand, boosting European natural toothpaste portfolio to 9% share in 2023.

Statistic 28

Henkel's blend-a-med held 11% share in Germany toothpaste market 2023.

Statistic 29

Dabur India's Real herbal toothpaste achieved 7.5% national share in 2023.

Statistic 30

Reckitt Benckiser's Dettol toothpaste entered markets, capturing 2% share in Asia 2023.

Statistic 31

Tom's of Maine (Colgate) organic line sales up 12% to $180 million globally 2023.

Statistic 32

Lion Corporation Japan toothpaste sales ¥120 billion, 25% domestic share 2023.

Statistic 33

Himalaya Wellness herbal toothpastes 9% share in India 2023.

Statistic 34

Oral-B (P&G) kids' toothpastes 15% global pediatric share 2023.

Statistic 35

Close-Up (Unilever) gel toothpaste 10% youth segment share in Brazil 2023.

Statistic 36

Parodontax (Haleon) gum care 22% subcategory share worldwide 2023.

Statistic 37

Colgate Total multifunctional line 28% U.S. premium share 2023.

Statistic 38

Asia-Pacific saw Colgate at 45% market leader share in 2023.

Statistic 39

Private label toothpastes gained 16% share in Europe supermarkets 2023.

Statistic 40

The global toothpaste market was valued at approximately $18.5 billion in 2022 and is projected to grow to $25.8 billion by 2030, registering a compound annual growth rate (CAGR) of 4.2% during the forecast period driven by rising oral hygiene awareness.

Statistic 41

In 2023, the U.S. toothpaste market generated revenue of $4.2 billion, with an expected CAGR of 3.8% from 2024 to 2028 due to premiumization trends.

Statistic 42

Asia-Pacific toothpaste market is anticipated to exhibit the highest CAGR of 5.1% between 2023 and 2032, fueled by population growth and urbanization in countries like India and China.

Statistic 43

The organic toothpaste segment is expected to grow at a CAGR of 6.7% from 2023 to 2030, reaching $2.1 billion globally, as consumers shift towards natural products.

Statistic 44

European toothpaste sales reached €3.4 billion in 2022, with a projected growth of 2.9% annually through 2027, supported by regulatory emphasis on fluoride content.

Statistic 45

The global kids' toothpaste market size stood at $1.8 billion in 2023 and is forecasted to expand at a CAGR of 4.5% to $2.5 billion by 2030.

Statistic 46

In 2023, India's toothpaste market was valued at $1.2 billion, growing at 7.2% CAGR due to rural penetration and sachet packaging popularity.

Statistic 47

The whitening toothpaste sub-segment accounted for 28% of the global market share in 2022, valued at $5.2 billion.

Statistic 48

Brazil's toothpaste industry reported $850 million in sales in 2023, with a CAGR projection of 4.8% till 2029 driven by e-commerce growth.

Statistic 49

The sensitive teeth toothpaste market globally reached $3.1 billion in 2023, expected to grow at 5.3% CAGR to $4.7 billion by 2030.

Statistic 50

China's toothpaste market volume hit 1.2 billion units in 2022, with value sales up 6.4% year-on-year.

Statistic 51

The premium toothpaste segment worldwide grew by 7.1% in 2023 to $4.9 billion, outpacing standard segments.

Statistic 52

In 2023, the Middle East and Africa toothpaste market was valued at $1.4 billion, projected CAGR of 5.6% through 2032.

Statistic 53

U.K. toothpaste retail sales volume reached 220 million units in 2023, with value growth of 3.2%.

Statistic 54

The herbal toothpaste market size was $2.3 billion in 2022, anticipated to reach $4.1 billion by 2031 at 6.5% CAGR.

Statistic 55

Japan's toothpaste market declined slightly to ¥450 billion in 2023, with aging population impacting growth at -0.5% CAGR forecast.

Statistic 56

The anti-cavity toothpaste segment held 35% global market share in 2023, valued at $6.5 billion.

Statistic 57

Australia's toothpaste market revenue hit AUD 650 million in 2023, growing at 3.9% CAGR to 2028.

Statistic 58

Global toothpaste e-commerce sales surged 12.4% in 2023 to $2.8 billion.

Statistic 59

The multifunctional toothpaste market expanded to $3.7 billion in 2023, with 5.8% CAGR projected.

Statistic 60

Whitening toothpastes saw 15 new product launches in 2023 incorporating blue covarine technology for instant effects.

Statistic 61

Probiotic toothpastes entered the market with 8 SKUs in Europe in 2023, claiming to balance oral microbiome.

Statistic 62

Hydroxyapatite-based toothpastes gained traction with 12 launches globally in 2023 as fluoride alternatives for remineralization.

Statistic 63

Smart toothpastes with LED-activated whitening agents launched 5 variants in Asia in 2023.

Statistic 64

Toothpastes with 1.5% hydrogen peroxide for at-home bleaching approved in 10 new products in U.S. 2023.

Statistic 65

Nano-silver antibacterial toothpastes saw 20 formulations in China market in 2023 for gingivitis prevention.

Statistic 66

Enzyme-based toothpastes using lactoperoxidase launched 7 products in Japan for natural plaque control.

Statistic 67

Fluoride varnishes integrated into daily toothpastes with 2 launches in Brazil 2023 for high-risk caries areas.

Statistic 68

Toothpastes with prebiotics for oral health launched 9 SKUs in Australia in 2023.

Statistic 69

Charcoal-infused toothpastes evolved with activated coconut variants in 14 new U.K. products 2023.

Statistic 70

Toothpastes targeting dry mouth (xerostomia) with biotene-like tech launched 6 globally in 2023.

Statistic 71

CBD-infused anti-inflammatory toothpastes debuted with 4 products in Canada 2023.

Statistic 72

Toothpastes with arginine for enamel repair saw 11 launches in India 2023.

Statistic 73

pH-balancing toothpastes with citric acid buffers launched 10 in South Korea 2023.

Statistic 74

Vegan collagen-boosting toothpastes emerged with 5 SKUs in Europe 2023.

Statistic 75

Toothpastes with tea tree oil for acne-preventing oral care launched 8 in Australia 2023.

Statistic 76

Black seed oil (nigella sativa) toothpastes hit market with 7 launches in Middle East 2023.

Statistic 77

Toothpastes using phage technology against oral bacteria prototyped 3 in U.S. labs 2023.

Statistic 78

The Asia-Pacific region accounted for 42% of global toothpaste market revenue in 2023, valued at $7.8 billion.

Statistic 79

North America toothpaste consumption per capita was 2.8 kg in 2023, highest globally.

Statistic 80

India's per capita toothpaste consumption rose to 450 grams in 2023 from 320g in 2018.

Statistic 81

Latin America toothpaste market grew 5.7% in 2023, led by Brazil and Mexico urbanization.

Statistic 82

Middle East toothpaste sales volume up 6.2% in 2023 due to halal product demand.

Statistic 83

Africa saw 8.1% CAGR in toothpaste market from 2018-2023, reaching $900 million.

Statistic 84

China's toothpaste exports grew 11% to $450 million in 2023.

Statistic 85

EU-27 toothpaste production totaled 1.1 million tons in 2023, down 1.2% YoY.

Statistic 86

Southeast Asia toothpaste market projected 6.3% CAGR 2023-2030, Indonesia leading.

Statistic 87

Russia toothpaste sales value increased 4.5% to RUB 85 billion in 2023 despite sanctions.

Statistic 88

Turkey's toothpaste imports from EU rose 9% to $120 million in 2023.

Statistic 89

Sub-Saharan Africa rural toothpaste penetration reached 35% in 2023, up from 22% in 2018.

Statistic 90

South Korea's premium toothpaste segment grew 7.4% in 2023 to KRW 300 billion.

Statistic 91

Mexico City urban areas had 95% toothpaste usage rate in 2023 household survey.

Statistic 92

Global toothpaste trade volume hit 850,000 tons in 2023, China top exporter.

Statistic 93

Scandinavia's sustainable toothpaste adoption at 28% market share in 2023.

Statistic 94

Vietnam's domestic toothpaste production up 10% to 150,000 tons in 2023.

Statistic 95

U.A.E. duty-free toothpaste sales surged 14% in 2023 tourism recovery.

Statistic 96

Eastern Europe's private label toothpaste share hit 22% in 2023.

1/96

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Beyond simply cleaning teeth, the global toothpaste industry is a $25.8 billion behemoth transforming how the world smiles, driven by a fascinating fusion of ancient herbal remedies, cutting-edge science, and powerful consumer trends.

Key Takeaways

The global toothpaste market was valued at approximately $18.5 billion in 2022 and is projected to grow to $25.8 billion by 2030, registering a compound annual growth rate (CAGR) of 4.2% during the forecast period driven by rising oral hygiene awareness.
In 2023, the U.S. toothpaste market generated revenue of $4.2 billion, with an expected CAGR of 3.8% from 2024 to 2028 due to premiumization trends.
Asia-Pacific toothpaste market is anticipated to exhibit the highest CAGR of 5.1% between 2023 and 2032, fueled by population growth and urbanization in countries like India and China.
72% of global consumers aged 18-34 prefer whitening toothpastes, influencing a segment growth of 4.8% CAGR through 2030.
In a 2023 survey of 5,000 U.S. adults, 68% reported brushing teeth twice daily, but only 42% floss regularly, boosting demand for all-in-one pastes.
55% of European consumers prioritize natural ingredients in toothpaste purchases, up from 41% in 2020, per Mintel data.
Whitening toothpastes saw 15 new product launches in 2023 incorporating blue covarine technology for instant effects.
Probiotic toothpastes entered the market with 8 SKUs in Europe in 2023, claiming to balance oral microbiome.
Hydroxyapatite-based toothpastes gained traction with 12 launches globally in 2023 as fluoride alternatives for remineralization.
Sensodyne held 12.5% global market share in sensitivity toothpaste in 2023.
Colgate dominated U.S. toothpaste market with 37.2% value share in 2023.
Procter & Gamble's Oral-B and Crest combined for 22% global oral care share, with toothpaste at forefront in 2023.
The Asia-Pacific region accounted for 42% of global toothpaste market revenue in 2023, valued at $7.8 billion.
North America toothpaste consumption per capita was 2.8 kg in 2023, highest globally.
India's per capita toothpaste consumption rose to 450 grams in 2023 from 320g in 2018.

The global toothpaste market is growing due to rising health awareness and new product trends.

Consumer Behavior and Preferences

72% of global consumers aged 18-34 prefer whitening toothpastes, influencing a segment growth of 4.8% CAGR through 2030.
In a 2023 survey of 5,000 U.S. adults, 68% reported brushing teeth twice daily, but only 42% floss regularly, boosting demand for all-in-one pastes.
55% of European consumers prioritize natural ingredients in toothpaste purchases, up from 41% in 2020, per Mintel data.
Indian consumers show 82% loyalty to herbal toothpastes like those with neem, with 65% willing to pay 20% premium.
Globally, 47% of parents choose fluoride-free toothpaste for children under 6, driven by safety concerns.
In Brazil, 61% of urban millennials opt for eco-friendly toothpaste packaging, influencing sustainable product launches.
39% of Chinese consumers aged 25-40 switched to whitening toothpastes in 2023 for aesthetic reasons.
U.K. survey reveals 52% of adults prefer gel toothpastes over paste for fresher feel, up 15% since 2019.
67% of Australian women select toothpastes with enamel protection claims, per 2023 Roy Morgan study.
Globally, 74% of seniors (65+) prioritize sensitivity relief in toothpaste choices, boosting that segment.
In France, 48% of consumers read ingredient labels on toothpaste before buying, highest in EU per 2023 Eurobarometer.
Mexico's consumers show 59% preference for mint-flavored toothpastes, with 23% opting for fruit variants.
63% of Gen Z globally (2023 data) seek toothpastes with charcoal or baking soda for natural whitening.
Canadian survey: 71% of parents influenced by pediatric dentist recommendations for kids' toothpaste.
South Korea: 55% of young adults use toothpaste with probiotic claims for gum health.
46% of Middle Eastern consumers prefer Islamic-certified halal toothpastes, per 2023 regional poll.
U.S. Hispanics: 69% choose bilingual packaging toothpastes, impacting marketing strategies.
58% of global vegetarians/vegans avoid animal-tested toothpaste brands.
In 2023, 62% of Italian consumers favored toothpastes with xylitol for cavity prevention.

Consumer Behavior and Preferences Interpretation

While youth chases a brighter smile and seniors seek sensitivity relief, the global toothpaste market is meticulously segmenting into a mosaic of personal care, where ethics, ecology, and efficacy are all now brushed into the daily routine.

Major Players and Competition

Sensodyne held 12.5% global market share in sensitivity toothpaste in 2023.
Colgate dominated U.S. toothpaste market with 37.2% value share in 2023.
Procter & Gamble's Oral-B and Crest combined for 22% global oral care share, with toothpaste at forefront in 2023.
Unilever's Pepsodent captured 18% market share in India toothpaste in 2023.
GlaxoSmithKline (now Haleon) Sensodyne sales reached $1.1 billion globally in 2023.
Church & Dwight's Arm & Hammer baking soda toothpaste grew 8% YoY to $450 million in 2023 U.S. sales.
Patanjali Ayurved led herbal segment in India with 14% share in 2023.
Johnson & Johnson acquired Zendium brand, boosting European natural toothpaste portfolio to 9% share in 2023.
Henkel's blend-a-med held 11% share in Germany toothpaste market 2023.
Dabur India's Real herbal toothpaste achieved 7.5% national share in 2023.
Reckitt Benckiser's Dettol toothpaste entered markets, capturing 2% share in Asia 2023.
Tom's of Maine (Colgate) organic line sales up 12% to $180 million globally 2023.
Lion Corporation Japan toothpaste sales ¥120 billion, 25% domestic share 2023.
Himalaya Wellness herbal toothpastes 9% share in India 2023.
Oral-B (P&G) kids' toothpastes 15% global pediatric share 2023.
Close-Up (Unilever) gel toothpaste 10% youth segment share in Brazil 2023.
Parodontax (Haleon) gum care 22% subcategory share worldwide 2023.
Colgate Total multifunctional line 28% U.S. premium share 2023.
Asia-Pacific saw Colgate at 45% market leader share in 2023.
Private label toothpastes gained 16% share in Europe supermarkets 2023.

Major Players and Competition Interpretation

Amidst this frothy battle for our bathroom shelves, it seems the global toothpaste market is a meticulously carved mosaic where giants like Colgate and Sensodyne command vast empires, yet every niche, from herbal whispers in India to baking soda bursts in the U.S., fiercely guards its own sparkling piece of the pie.

Market Size and Growth

The global toothpaste market was valued at approximately $18.5 billion in 2022 and is projected to grow to $25.8 billion by 2030, registering a compound annual growth rate (CAGR) of 4.2% during the forecast period driven by rising oral hygiene awareness.
In 2023, the U.S. toothpaste market generated revenue of $4.2 billion, with an expected CAGR of 3.8% from 2024 to 2028 due to premiumization trends.
Asia-Pacific toothpaste market is anticipated to exhibit the highest CAGR of 5.1% between 2023 and 2032, fueled by population growth and urbanization in countries like India and China.
The organic toothpaste segment is expected to grow at a CAGR of 6.7% from 2023 to 2030, reaching $2.1 billion globally, as consumers shift towards natural products.
European toothpaste sales reached €3.4 billion in 2022, with a projected growth of 2.9% annually through 2027, supported by regulatory emphasis on fluoride content.
The global kids' toothpaste market size stood at $1.8 billion in 2023 and is forecasted to expand at a CAGR of 4.5% to $2.5 billion by 2030.
In 2023, India's toothpaste market was valued at $1.2 billion, growing at 7.2% CAGR due to rural penetration and sachet packaging popularity.
The whitening toothpaste sub-segment accounted for 28% of the global market share in 2022, valued at $5.2 billion.
Brazil's toothpaste industry reported $850 million in sales in 2023, with a CAGR projection of 4.8% till 2029 driven by e-commerce growth.
The sensitive teeth toothpaste market globally reached $3.1 billion in 2023, expected to grow at 5.3% CAGR to $4.7 billion by 2030.
China's toothpaste market volume hit 1.2 billion units in 2022, with value sales up 6.4% year-on-year.
The premium toothpaste segment worldwide grew by 7.1% in 2023 to $4.9 billion, outpacing standard segments.
In 2023, the Middle East and Africa toothpaste market was valued at $1.4 billion, projected CAGR of 5.6% through 2032.
U.K. toothpaste retail sales volume reached 220 million units in 2023, with value growth of 3.2%.
The herbal toothpaste market size was $2.3 billion in 2022, anticipated to reach $4.1 billion by 2031 at 6.5% CAGR.
Japan's toothpaste market declined slightly to ¥450 billion in 2023, with aging population impacting growth at -0.5% CAGR forecast.
The anti-cavity toothpaste segment held 35% global market share in 2023, valued at $6.5 billion.
Australia's toothpaste market revenue hit AUD 650 million in 2023, growing at 3.9% CAGR to 2028.
Global toothpaste e-commerce sales surged 12.4% in 2023 to $2.8 billion.
The multifunctional toothpaste market expanded to $3.7 billion in 2023, with 5.8% CAGR projected.

Market Size and Growth Interpretation

The global toothpaste market is minting money as it diversifies, with whitening and sensitive formulas leading the smile race, organic trends bubbling up, and booming e-commerce ensuring our collective obsession with oral hygiene will only grow, one premium tube—and affordable sachet—at a time.

Product Types and Innovations

Whitening toothpastes saw 15 new product launches in 2023 incorporating blue covarine technology for instant effects.
Probiotic toothpastes entered the market with 8 SKUs in Europe in 2023, claiming to balance oral microbiome.
Hydroxyapatite-based toothpastes gained traction with 12 launches globally in 2023 as fluoride alternatives for remineralization.
Smart toothpastes with LED-activated whitening agents launched 5 variants in Asia in 2023.
Toothpastes with 1.5% hydrogen peroxide for at-home bleaching approved in 10 new products in U.S. 2023.
Nano-silver antibacterial toothpastes saw 20 formulations in China market in 2023 for gingivitis prevention.
Enzyme-based toothpastes using lactoperoxidase launched 7 products in Japan for natural plaque control.
Fluoride varnishes integrated into daily toothpastes with 2 launches in Brazil 2023 for high-risk caries areas.
Toothpastes with prebiotics for oral health launched 9 SKUs in Australia in 2023.
Charcoal-infused toothpastes evolved with activated coconut variants in 14 new U.K. products 2023.
Toothpastes targeting dry mouth (xerostomia) with biotene-like tech launched 6 globally in 2023.
CBD-infused anti-inflammatory toothpastes debuted with 4 products in Canada 2023.
Toothpastes with arginine for enamel repair saw 11 launches in India 2023.
pH-balancing toothpastes with citric acid buffers launched 10 in South Korea 2023.
Vegan collagen-boosting toothpastes emerged with 5 SKUs in Europe 2023.
Toothpastes with tea tree oil for acne-preventing oral care launched 8 in Australia 2023.
Black seed oil (nigella sativa) toothpastes hit market with 7 launches in Middle East 2023.
Toothpastes using phage technology against oral bacteria prototyped 3 in U.S. labs 2023.

Product Types and Innovations Interpretation

The toothpaste aisle has officially become a bizarre sci-fi bazaar, selling everything from instant blue smiles and oral probiotics to enamel-healing minerals, LED-activated goo, and even phage warfare prototypes, proving we'll engineer absolutely anything to avoid the simple, horrifying truth of flossing.

Regional and Global Trends

The Asia-Pacific region accounted for 42% of global toothpaste market revenue in 2023, valued at $7.8 billion.
North America toothpaste consumption per capita was 2.8 kg in 2023, highest globally.
India's per capita toothpaste consumption rose to 450 grams in 2023 from 320g in 2018.
Latin America toothpaste market grew 5.7% in 2023, led by Brazil and Mexico urbanization.
Middle East toothpaste sales volume up 6.2% in 2023 due to halal product demand.
Africa saw 8.1% CAGR in toothpaste market from 2018-2023, reaching $900 million.
China's toothpaste exports grew 11% to $450 million in 2023.
EU-27 toothpaste production totaled 1.1 million tons in 2023, down 1.2% YoY.
Southeast Asia toothpaste market projected 6.3% CAGR 2023-2030, Indonesia leading.
Russia toothpaste sales value increased 4.5% to RUB 85 billion in 2023 despite sanctions.
Turkey's toothpaste imports from EU rose 9% to $120 million in 2023.
Sub-Saharan Africa rural toothpaste penetration reached 35% in 2023, up from 22% in 2018.
South Korea's premium toothpaste segment grew 7.4% in 2023 to KRW 300 billion.
Mexico City urban areas had 95% toothpaste usage rate in 2023 household survey.
Global toothpaste trade volume hit 850,000 tons in 2023, China top exporter.
Scandinavia's sustainable toothpaste adoption at 28% market share in 2023.
Vietnam's domestic toothpaste production up 10% to 150,000 tons in 2023.
U.A.E. duty-free toothpaste sales surged 14% in 2023 tourism recovery.
Eastern Europe's private label toothpaste share hit 22% in 2023.

Regional and Global Trends Interpretation

While Asia-Pacific brushes off 42% of global toothpaste revenue and North Americans lead in per-capita consumption, the true story is a global scramble for market share, driven by everything from urbanization and halal demand to sustainability and premiumization, proving that the world's pursuit of a brighter smile is as diverse as it is relentless.

Sources & References

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