1 Executive Summary
- 1.1 Market overview
- Executive Summary - Chart on Market Overview
- Executive Summary - Data Table on Market Overview
- Executive Summary - Chart on Global Market Characteristics
- Executive Summary - Chart on Market by Geography
- Executive Summary - Chart on Market Segmentation by Product
- Executive Summary - Chart on Market Segmentation by Distribution Channel
- Executive Summary - Chart on Incremental Growth
- Executive Summary - Data Table on Incremental Growth
- Executive Summary - Chart on Company Market Positioning
2 Technavio Analysis
- 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
- Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
- 2.2 Criticality of inputs and Factors of differentiation
- Overview on criticality of inputs and factors of differentiation
- 2.3 Factors of disruption
- Overview on factors of disruption
- 2.4 Impact of drivers and challenges
- Impact of drivers and challenges in 2024 and 2029
3 Market Landscape
- 3.1 Market ecosystem
- Parent Market
- Data Table on - Parent Market
- 3.2 Market characteristics
- Market characteristics analysis
4 Market Sizing
- 4.1 Market definition
- Offerings of companies included in the market definition
- 4.2 Market segment analysis
- 4.4 Market outlook: Forecast for 2024-2029
- Chart on Global - Market size and forecast 2024-2029 ($ million)
- Data Table on Global - Market size and forecast 2024-2029 ($ million)
- Chart on Global Market: Year-over-year growth 2024-2029 (%)
- Data Table on Global Market: Year-over-year growth 2024-2029 (%)
5 Historic Market Size
- 5.1 Global Hair Care Market 2019 - 2023
- Historic Market Size - Data Table on Global Hair Care Market 2019 - 2023 ($ million)
- 5.2 Product segment analysis 2019 - 2023
- Historic Market Size - Product Segment 2019 - 2023 ($ million)
- 5.3 Distribution Channel segment analysis 2019 - 2023
- Historic Market Size - Distribution Channel Segment 2019 - 2023 ($ million)
- 5.4 Geography segment analysis 2019 - 2023
- Historic Market Size - Geography Segment 2019 - 2023 ($ million)
- 5.5 Country segment analysis 2019 - 2023
- Historic Market Size - Country Segment 2019 - 2023 ($ million)
6 Qualitative Analysis
- 6.1 The AI impact on global hair care market
7 Five Forces Analysis
- 7.1 Five forces summary
- Five forces analysis - Comparison between 2024 and 2029
- 7.2 Bargaining power of buyers
- Bargaining power of buyers - Impact of key factors 2024 and 2029
- 7.3 Bargaining power of suppliers
- Bargaining power of suppliers - Impact of key factors in 2024 and 2029
- 7.4 Threat of new entrants
- Threat of new entrants - Impact of key factors in 2024 and 2029
- 7.5 Threat of substitutes
- Threat of substitutes - Impact of key factors in 2024 and 2029
- 7.6 Threat of rivalry
- Threat of rivalry - Impact of key factors in 2024 and 2029
- 7.7 Market condition
- Chart on Market condition - Five forces 2024 and 2029
8 Market Segmentation by Product
- 8.1 Market segments
- Chart on Product - Market share (2024-2029) (%)
- Data Table on Product - Market share (2024-2029) (%)
- 8.2 Comparison by Product
- Chart on Comparison by Product
- Data Table on Comparison by Product
- 8.3 Hair color - Market size and forecast (2024-2029)
- Chart on Hair color - Market size and forecast (2024-2029) ($ million)
- Data Table on Hair color - Market size and forecast (2024-2029) ($ million)
- Chart on Hair color - Year-over-year growth (2024-2029) (%)
- Data Table on Hair color - Year-over-year growth (2024-2029) (%)
- 8.4 Shampoo - Market size and forecast (2024-2029)
- Chart on Shampoo - Market size and forecast (2024-2029) ($ million)
- Data Table on Shampoo - Market size and forecast (2024-2029) ($ million)
- Chart on Shampoo - Year-over-year growth (2024-2029) (%)
- Data Table on Shampoo - Year-over-year growth (2024-2029) (%)
- 8.5 Conditioner - Market size and forecast (2024-2029)
- Chart on Conditioner - Market size and forecast (2024-2029) ($ million)
- Data Table on Conditioner - Market size and forecast (2024-2029) ($ million)
- Chart on Conditioner - Year-over-year growth (2024-2029) (%)
- Data Table on Conditioner - Year-over-year growth (2024-2029) (%)
- 8.6 Others - Market size and forecast (2024-2029)
- Chart on Others - Market size and forecast (2024-2029) ($ million)
- Data Table on Others - Market size and forecast (2024-2029) ($ million)
- Chart on Others - Year-over-year growth (2024-2029) (%)
- Data Table on Others - Year-over-year growth (2024-2029) (%)
- 8.7 Market opportunity by Product
- Market opportunity by Product ($ million)
- Data Table on Market opportunity by Product ($ million)
9 Market Segmentation by Distribution Channel
- 9.1 Market segments
- Chart on Distribution Channel - Market share (2024-2029) (%)
- Data Table on Distribution Channel - Market share (2024-2029) (%)
- 9.2 Comparison by Distribution Channel
- Chart on Comparison by Distribution Channel
- Data Table on Comparison by Distribution Channel
- 9.3 Offline - Market size and forecast (2024-2029)
- Chart on Offline - Market size and forecast (2024-2029) ($ million)
- Data Table on Offline - Market size and forecast (2024-2029) ($ million)
- Chart on Offline - Year-over-year growth (2024-2029) (%)
- Data Table on Offline - Year-over-year growth (2024-2029) (%)
- 9.4 Online - Market size and forecast (2024-2029)
- Chart on Online - Market size and forecast (2024-2029) ($ million)
- Data Table on Online - Market size and forecast (2024-2029) ($ million)
- Chart on Online - Year-over-year growth (2024-2029) (%)
- Data Table on Online - Year-over-year growth (2024-2029) (%)
- 9.5 Market opportunity by Distribution Channel
- Market opportunity by Distribution Channel ($ million)
- Data Table on Market opportunity by Distribution Channel ($ million)
10 Market Segmentation by End-User
- 10.1 Market segments
- Chart on End-User - Market share (2024-2029) (%)
- Data Table on End-User - Market share (2024-2029) (%)
- 10.2 Comparison by End-User
- Chart on Comparison by End-User
- Data Table on Comparison by End-User
- 10.3 Male - Market size and forecast (2024-2029)
- Chart on Male - Market size and forecast (2024-2029) ($ million)
- Data Table on Male - Market size and forecast (2024-2029) ($ million)
- Chart on Male - Year-over-year growth (2024-2029) (%)
- Data Table on Male - Year-over-year growth (2024-2029) (%)
- 10.4 Female - Market size and forecast (2024-2029)
- Chart on Female - Market size and forecast (2024-2029) ($ million)
- Data Table on Female - Market size and forecast (2024-2029) ($ million)
- Chart on Female - Year-over-year growth (2024-2029) (%)
- Data Table on Female - Year-over-year growth (2024-2029) (%)
- 10.5 Unisex - Market size and forecast (2024-2029)
- Chart on Unisex - Market size and forecast (2024-2029) ($ million)
- Data Table on Unisex - Market size and forecast (2024-2029) ($ million)
- Chart on Unisex - Year-over-year growth (2024-2029) (%)
- Data Table on Unisex - Year-over-year growth (2024-2029) (%)
- 10.6 Kids - Market size and forecast (2024-2029)
- Chart on Kids - Market size and forecast (2024-2029) ($ million)
- Data Table on Kids - Market size and forecast (2024-2029) ($ million)
- Chart on Kids - Year-over-year growth (2024-2029) (%)
- Data Table on Kids - Year-over-year growth (2024-2029) (%)
- 10.7 Market opportunity by End-User
- Market opportunity by End-User ($ million)
- Data Table on Market opportunity by End-User ($ million)
11 Customer Landscape
- 11.1 Customer landscape overview
- Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
12 Geographic Landscape
- 12.1 Geographic segmentation
- Chart on Market share by geography 2024-2029 (%)
- Data Table on Market share by geography 2024-2029 (%)
- 12.2 Geographic comparison
- Chart on Geographic comparison
- Data Table on Geographic comparison
- 12.3 Europe - Market size and forecast 2024-2029
- Chart on Europe - Market size and forecast 2024-2029 ($ million)
- Data Table on Europe - Market size and forecast 2024-2029 ($ million)
- Chart on Europe - Year-over-year growth 2024-2029 (%)
- Data Table on Europe - Year-over-year growth 2024-2029 (%)
- 12.4 APAC - Market size and forecast 2024-2029
- Chart on APAC - Market size and forecast 2024-2029 ($ million)
- Data Table on APAC - Market size and forecast 2024-2029 ($ million)
- Chart on APAC - Year-over-year growth 2024-2029 (%)
- Data Table on APAC - Year-over-year growth 2024-2029 (%)
- 12.5 North America - Market size and forecast 2024-2029
- Chart on North America - Market size and forecast 2024-2029 ($ million)
- Data Table on North America - Market size and forecast 2024-2029 ($ million)
- Chart on North America - Year-over-year growth 2024-2029 (%)
- Data Table on North America - Year-over-year growth 2024-2029 (%)
- 12.6 South America - Market size and forecast 2024-2029
- Chart on South America - Market size and forecast 2024-2029 ($ million)
- Data Table on South America - Market size and forecast 2024-2029 ($ million)
- Chart on South America - Year-over-year growth 2024-2029 (%)
- Data Table on South America - Year-over-year growth 2024-2029 (%)
- 12.7 Middle East and Africa - Market size and forecast 2024-2029
- Chart on Middle East and Africa - Market size and forecast 2024-2029 ($ million)
- Data Table on Middle East and Africa - Market size and forecast 2024-2029 ($ million)
- Chart on Middle East and Africa - Year-over-year growth 2024-2029 (%)
- Data Table on Middle East and Africa - Year-over-year growth 2024-2029 (%)
- 12.8 US - Market size and forecast 2024-2029
- Chart on US - Market size and forecast 2024-2029 ($ million)
- Data Table on US - Market size and forecast 2024-2029 ($ million)
- Chart on US - Year-over-year growth 2024-2029 (%)
- Data Table on US - Year-over-year growth 2024-2029 (%)
- 12.9 China - Market size and forecast 2024-2029
- Chart on China - Market size and forecast 2024-2029 ($ million)
- Data Table on China - Market size and forecast 2024-2029 ($ million)
- Chart on China - Year-over-year growth 2024-2029 (%)
- Data Table on China - Year-over-year growth 2024-2029 (%)
- 12.10 India - Market size and forecast 2024-2029
- Chart on India - Market size and forecast 2024-2029 ($ million)
- Data Table on India - Market size and forecast 2024-2029 ($ million)
- Chart on India - Year-over-year growth 2024-2029 (%)
- Data Table on India - Year-over-year growth 2024-2029 (%)
- 12.11 Japan - Market size and forecast 2024-2029
- Chart on Japan - Market size and forecast 2024-2029 ($ million)
- Data Table on Japan - Market size and forecast 2024-2029 ($ million)
- Chart on Japan - Year-over-year growth 2024-2029 (%)
- Data Table on Japan - Year-over-year growth 2024-2029 (%)
- 12.12 Germany - Market size and forecast 2024-2029
- Chart on Germany - Market size and forecast 2024-2029 ($ million)
- Data Table on Germany - Market size and forecast 2024-2029 ($ million)
- Chart on Germany - Year-over-year growth 2024-2029 (%)
- Data Table on Germany - Year-over-year growth 2024-2029 (%)
- 12.13 UK - Market size and forecast 2024-2029
- Chart on UK - Market size and forecast 2024-2029 ($ million)
- Data Table on UK - Market size and forecast 2024-2029 ($ million)
- Chart on UK - Year-over-year growth 2024-2029 (%)
- Data Table on UK - Year-over-year growth 2024-2029 (%)
- 12.14 Canada - Market size and forecast 2024-2029
- Chart on Canada - Market size and forecast 2024-2029 ($ million)
- Data Table on Canada - Market size and forecast 2024-2029 ($ million)
- Chart on Canada - Year-over-year growth 2024-2029 (%)
- Data Table on Canada - Year-over-year growth 2024-2029 (%)
- 12.15 South Korea - Market size and forecast 2024-2029
- Chart on South Korea - Market size and forecast 2024-2029 ($ million)
- Data Table on South Korea - Market size and forecast 2024-2029 ($ million)
- Chart on South Korea - Year-over-year growth 2024-2029 (%)
- Data Table on South Korea - Year-over-year growth 2024-2029 (%)
- 12.16 France - Market size and forecast 2024-2029
- Chart on France - Market size and forecast 2024-2029 ($ million)
- Data Table on France - Market size and forecast 2024-2029 ($ million)
- Chart on France - Year-over-year growth 2024-2029 (%)
- Data Table on France - Year-over-year growth 2024-2029 (%)
- 12.17 Italy - Market size and forecast 2024-2029
- Chart on Italy - Market size and forecast 2024-2029 ($ million)
- Data Table on Italy - Market size and forecast 2024-2029 ($ million)
- Chart on Italy - Year-over-year growth 2024-2029 (%)
- Data Table on Italy - Year-over-year growth 2024-2029 (%)
- 12.18 Market opportunity by geography
- Market opportunity by geography ($ million)
- Data Tables on Market opportunity by geography ($ million)
- 12.19 Brazil - Market size and forecast (2024-2029)
- Chart on Brazil - Market size and forecast (2024-2029) ($ million)
- Data Table on Brazil - Market size and forecast (2024-2029) ($ million)
- Chart on Brazil - Year-over-year growth (2024-2029) (%)
- Data Table on Brazil - Year-over-year growth (2024-2029) (%)
- 12.20 Egypt - Market size and forecast (2024-2029)
- Chart on Egypt - Market size and forecast (2024-2029) ($ million)
- Data Table on Egypt - Market size and forecast (2024-2029) ($ million)
- Chart on Egypt - Year-over-year growth (2024-2029) (%)
- Data Table on Egypt - Year-over-year growth (2024-2029) (%)
- 12.21 UAE - Market size and forecast (2024-2029)
- Chart on UAE - Market size and forecast (2024-2029) ($ million)
- Data Table on UAE - Market size and forecast (2024-2029) ($ million)
- Chart on UAE - Year-over-year growth (2024-2029) (%)
- Data Table on UAE - Year-over-year growth (2024-2029) (%)
- 12.22 Oman - Market size and forecast (2024-2029)
- Chart on Oman - Market size and forecast (2024-2029) ($ million)
- Data Table on Oman - Market size and forecast (2024-2029) ($ million)
- Chart on Oman - Year-over-year growth (2024-2029) (%)
- Data Table on Oman - Year-over-year growth (2024-2029) (%)
- 12.23 Argentina - Market size and forecast (2024-2029)
- Chart on Argentina - Market size and forecast (2024-2029) ($ million)
- Data Table on Argentina - Market size and forecast (2024-2029) ($ million)
- Chart on Argentina - Year-over-year growth (2024-2029) (%)
- Data Table on Argentina - Year-over-year growth (2024-2029) (%)
- 12.24 KSA - Market size and forecast (2024-2029)
- Chart on KSA - Market size and forecast (2024-2029) ($ million)
- Data Table on KSA - Market size and forecast (2024-2029) ($ million)
- Chart on KSA - Year-over-year growth (2024-2029) (%)
- Data Table on KSA - Year-over-year growth (2024-2029) (%)
- 12.25 Rest of World (ROW) - Market size and forecast (2024-2029)
- Chart on Rest of World (ROW) - Market size and forecast (2024-2029) ($ million)
- Data Table on Rest of World (ROW) - Market size and forecast (2024-2029) ($ million)
- Chart on Rest of World (ROW) - Year-over-year growth (2024-2029) (%)
- Data Table on Rest of World (ROW) - Year-over-year growth (2024-2029) (%)
13 Drivers, Challenges, and Opportunity/Restraints
- 13.3 Impact of drivers and challenges
- Impact of drivers and challenges in 2024 and 2029
- 13.4 Market opportunities/restraints
14 Competitive Landscape
- 14.2 Competitive Landscape
- Overview on criticality of inputs and factors of differentiation
- 14.3 Landscape disruption
- Overview on factors of disruption
- 14.4 Industry risks
- Impact of key risks on business
15 Competitive Analysis
- 15.2 Market positioning of companies
- Matrix on companies position and classification
- 15.3 Amorepacific Corporation
- Amorepacific Corporation - Overview
- Amorepacific Corporation - Product / Service
- Amorepacific Corporation - Key offerings
- 15.4 Avon Products, Inc.
- Avon Products, Inc. - Overview
- Avon Products, Inc. - Product / Service
- Avon Products, Inc. - Key offerings
- 15.5 Church & Dwight Co., Inc.
- Church & Dwight Co., Inc. - Overview
- Church & Dwight Co., Inc. - Product / Service
- Church & Dwight Co., Inc. - Key offerings
- 15.6 Combe Incorporated
- Combe Incorporated - Overview
- Combe Incorporated - Product / Service
- Combe Incorporated - Key offerings
- 15.7 Estée Lauder Companies Inc.
- Estée Lauder Companies Inc. - Overview
- Estée Lauder Companies Inc. - Product / Service
- Estée Lauder Companies Inc. - Key offerings
- 15.8 Henkel AG & Co. KGaA
- Henkel AG & Co. KGaA - Overview
- Henkel AG & Co. KGaA - Product / Service
- Henkel AG & Co. KGaA - Key offerings
- 15.9 Kao Corporation
- Kao Corporation - Overview
- Kao Corporation - Product / Service
- Kao Corporation - Key offerings
- 15.10 L'Oréal S.A.
- L'Oréal S.A. - Overview
- L'Oréal S.A. - Product / Service
- L'Oréal S.A. - Key offerings
- 15.11 Mary Kay Inc.
- Mary Kay Inc. - Overview
- Mary Kay Inc. - Product / Service
- Mary Kay Inc. - Key offerings
- 15.12 Natura &Co
- Natura &Co - Overview
- Natura &Co - Product / Service
- Natura &Co - Key offerings
- 15.13 P&G (Procter & Gamble Company)
- P&G (Procter & Gamble Company) - Overview
- P&G (Procter & Gamble Company) - Product / Service
- P&G (Procter & Gamble Company) - Key offerings
- 15.14 Revlon, Inc.
- Revlon, Inc. - Overview
- Revlon, Inc. - Product / Service
- Revlon, Inc. - Key offerings
- 15.15 Shiseido Company, Limited
- Shiseido Company, Limited - Overview
- Shiseido Company, Limited - Product / Service
- Shiseido Company, Limited - Key offerings
- 15.16 The Body Shop International Limited
- The Body Shop International Limited - Overview
- The Body Shop International Limited - Product / Service
- The Body Shop International Limited - Key offerings
- 15.17 Unilever PLC
- Unilever PLC - Overview
- Unilever PLC - Product / Service
- Unilever PLC - Key offerings
- 15.18 Wella Company
- Wella Company - Overview
- Wella Company - Product / Service
- Wella Company - Key offerings
- 15.19 Davines S.p.A.
- Davines S.p.A. - Overview
- Davines S.p.A. - Product / Service
- Davines S.p.A. - Key offerings
- 15.20 Olaplex Holdings, Inc.
- Olaplex Holdings, Inc. - Overview
- Olaplex Holdings, Inc. - Product / Service
- Olaplex Holdings, Inc. - Key offerings
- 15.21 Kérastase (L'Oréal S.A.)
- Kérastase (L'Oréal S.A.) - Overview
- Kérastase (L'Oréal S.A.) - Product / Service
- Kérastase (L'Oréal S.A.) - Key offerings
- 15.22 Redken (L'Oréal S.A.)
- Redken (L'Oréal S.A.) - Overview
- Redken (L'Oréal S.A.) - Product / Service
- Redken (L'Oréal S.A.) - Key offerings
- 15.23 Amway Corp.
- Amway Corp. - Overview
- Amway Corp. - Product / Service
- Amway Corp. - Key offerings
- 15.24 CavinKare Pvt. Ltd.
- CavinKare Pvt. Ltd. - Overview
- CavinKare Pvt. Ltd. - Product / Service
- CavinKare Pvt. Ltd. - Key offerings
- 15.25 Chatters GP Inc.
- Chatters GP Inc. - Overview
- Chatters GP Inc. - Product / Service
- Chatters GP Inc. - Key offerings
- 15.26 Edgewell Personal Care Co.
- Edgewell Personal Care Co. - Overview
- Edgewell Personal Care Co. - Product / Service
- Edgewell Personal Care Co. - Key offerings
- 15.27 Emami Ltd
- Emami Ltd - Overview
- Emami Ltd - Product / Service
- Emami Ltd - Key offerings
- 15.28 Godrej Consumer Products Ltd.
- Godrej Consumer Products Ltd. - Overview
- Godrej Consumer Products Ltd. - Product / Service
- Godrej Consumer Products Ltd. - Key offerings
- 15.29 Hanz de Fuko
- Hanz de Fuko - Overview
- Hanz de Fuko - Product / Service
- Hanz de Fuko - Key offerings
- 15.30 Henkel AG and Co. KGaA
- Henkel AG and Co. KGaA - Overview
- Henkel AG and Co. KGaA - Product / Service
- Henkel AG and Co. KGaA - Key offerings
- 15.31 John Paul Mitchell Systems
- John Paul Mitchell Systems - Overview
- John Paul Mitchell Systems - Product / Service
- John Paul Mitchell Systems - Key offerings
- 15.32 Johnson and Johnson Inc.
- Johnson and Johnson Inc. - Overview
- Johnson and Johnson Inc. - Product / Service
- Johnson and Johnson Inc. - Key offerings
- 15.33 Kao Corp.
- Kao Corp. - Overview
- Kao Corp. - Product / Service
- Kao Corp. - Key offerings
- 15.34 LOreal SA
- LOreal SA - Overview
- LOreal SA - Product / Service
- LOreal SA - Key offerings
- 15.35 NATULIQUE
- NATULIQUE - Overview
- NATULIQUE - Product / Service
- NATULIQUE - Key offerings
- 15.36 Revlon Inc.
- Revlon Inc. - Overview
- Revlon Inc. - Product / Service
- Revlon Inc. - Key offerings
- 15.37 Shiseido Co. Ltd.
- Shiseido Co. Ltd. - Overview
- Shiseido Co. Ltd. - Product / Service
- Shiseido Co. Ltd. - Key offerings
- 15.38 The Estee Lauder Co. Inc.
- The Estee Lauder Co. Inc. - Overview
- The Estee Lauder Co. Inc. - Product / Service
- The Estee Lauder Co. Inc. - Key offerings
- 15.39 The Procter and Gamble Co.
- The Procter and Gamble Co. - Overview
- The Procter and Gamble Co. - Product / Service
- The Procter and Gamble Co. - Key offerings
- 15.40 Truefitt and Hill
- Truefitt and Hill - Overview
- Truefitt and Hill - Product / Service
- Truefitt and Hill - Key offerings
- 15.41 Unilever PLC
- Unilever PLC - Overview
- Unilever PLC - Product / Service
- Unilever PLC - Key offerings
- 15.42 Wella International Operations Switzerland Sarl
- Wella International Operations Switzerland Sarl - Overview
- Wella International Operations Switzerland Sarl - Product / Service
- Wella International Operations Switzerland Sarl - Key offerings
16 Appendix
- 16.2 Inclusions and exclusions checklist
- Inclusions checklist
- Exclusions checklist
- 16.3 Currency conversion rates for US$
- Currency conversion rates for US$
- 16.4 Research methodology
- 16.7 Validation techniques employed for market sizing
- Validation techniques employed for market sizing
- 16.9 360 degree market analysis
- 360 degree market analysis
- 16.10 List of abbreviations
Research Framework
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.
INFORMATION SOURCES
Primary sources
- Manufacturers and suppliers
- Channel partners
- Industry experts
- Strategic decision makers
Secondary sources
- Industry journals and periodicals
- Government data
- Financial reports of key industry players
- Historical data
- Press releases
DATA ANALYSIS
Data Synthesis
- Collation of data
- Estimation of key figures
- Analysis of derived insights
Data Validation
- Triangulation with data models
- Reference against proprietary databases
- Corroboration with industry experts
REPORT WRITING
Qualitative
- Market drivers
- Market challenges
- Market trends
- Five forces analysis
Quantitative
- Market size and forecast
- Market segmentation
- Geographical insights
- Competitive landscape
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