Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market

Published: April 1, 2011 - 174 Pages

Table of Contents

  • Executive Summary
    • Introduction
      • Background
      • Overview of the Report
    • Scope and Methodology
      • Scope of Report
      • Methodology
    • Trends and Opportunities
      • Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
      • 50+ Population Will Grow Much Faster than Under-50 Segment
      • Spending by 50+ Consumers Outpaces Those under 50
      • Healthy 50+ Consumers Have Even More to Spend
      • Confidence High among Healthy 50+ Consumers
      • Wealth and Wellness after 50 Go Hand in Hand
      • Wellness after 50 Tied to Healthy Eating
      • Healthy 50+ Consumers Key Segment for Travel Industry
    • Overview of the Market
      • More than 25 Million 50+ Consumers Live in Wellness Zone
      • Women in the Vanguard of March to Wellness
      • Healthy 50+ Consumers Highly Diverse
      • Marriage Brings Good Health to 50+ Consumers
      • Full-time Professional Employment More Likely among Healthy Boomers
      • Affluence More Common
      • Number of Healthy 50+ Consumers Will Approach 29 Million in 2015
      • Aggregate Household Income of Healthy 50+ Consumers Will Total $1.3 Trillion in 2015
    • Core Values
      • Healthy 50+ Consumers Driven to Look Good
      • Positive Self-Image Part of Wellness after 50
      • Healthy 50+ Consumers Like to Go Down Less Traveled Roads
      • Pursuit of Wellness Means Embracing Change
      • Wellness after 50 Correlates with Strong Social Relationships
      • Healthy 50+ Consumers Are Joiners
      • Altruism and Philanthropy a Part of Healthy 50+ Consumer Lifestyle
      • Wellness after 50 Tied to Interest in Arts and International Events
      • Spirituality a Part of Wellness after 50
    • Keeping Fit
      • Fitness Walking and Swimming Top List of Most Popular Sports Activities
      • Active Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes and Sporting Goods
      • Wellness Concerns Have Greatest Impact on Food Choices of 50+ Consumers
      • Wellness Focus Carries Over to Supermarket Aisles
      • Wellness Concerns Lead to Willingness to Pay More for "Betterfor- You" Food Products
      • Healthy 50+ Consumers Proactive in Managing Nutrition
      • Calories Count When Achieving Wellness after 50
      • Healthy Eating a Top Priority
      • Cooking Important to Healthy 50+ Consumers
    • Staying Healthy
      • Healthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health
      • Healthy 50+ Consumers Stand Up to Their Doctors
      • Wellness Program Includes Regular Check-ups
      • Alternative Medicine Gets High Marks from Healthy Boomers
      • Dental Hygiene a Priority
      • Healthy Boomers Wary of Medications
      • Brand-Name Drugs Get Attention
      • Prescription Drugs Used Less Frequently
      • Healthy 50+ Consumers Turn Less Often to Non-Prescription Remedies
      • Vitamins Seen as Key Element in Wellness after 50
      • Few Differences Seen in Types of Vitamins Used
      • Store Brand Vitamins Less Popular
    • Managing Personal Finances
      • Financial Optimism in Sync with Wellness after 50
      • Healthy 50+ Consumers Happy with Their Financial Lot in Life
      • Healthy 50+ Consumers More Confident about Managing Money
      • Money Part of Positive Self-Image
      • Financial Self-Sufficiency Hallmark of Wellness after 50
      • Wellness Concerns May Trump Need for Financial Security
      • Wellness and Wealth Go Hand in Hand
      • Healthy 50+ Consumers More Interested in Financial Services
      • Online Stock Trading More Common
    • Overview of Consumer Behavior
      • Healthy 50+ Consumers Like Sales and Bargains
      • Ads Have Less Impact on Consumer Decisions
      • Quality Important
      • Home Is Important to Healthy 50+ Consumers
      • Healthy 50+ Consumers Are Green Consumers
      • Gardening Appeals
      • Healthy 50+ Consumers Shop More Often
      • Wellness after 50 Means Keeping Up with Fashion
      • Healthy 50+ Consumers Enjoy Buying Clothes
      • Quest for Wellness after 50 Includes Preference for Natural and Organic Health and Beauty Aids
    • Leisure and Entertainment
      • Wellness after 50 Leads to Going Out More Often
      • Healthy 50+ Consumers Read and Buy More Books
      • Magazines and Newspapers Retain Importance
      • Healthy 65+ Consumers More Open to Technology and Computers
      • Healthy 50+ Consumers Frequent Users of Internet
      • TV Has Lower Priority among Wellness-after-50 Consumers
      • Foreign Travel Entices Healthy 50+ Consumers
      • Cruise Ship Vacations Popular with Healthy 65+ Travelers
      • U.S. Destinations Also Attract Healthy 65+ Travelers
      • Healthy 65+ Consumers Major Segment for Car Rental Firms
  • Trends and Opportunities
    • Strategic Trends
      • Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
        • Table Percent Agreeing "60 Is the New 50 and 70 Is the New 60" by Age Group and Concern with Wellness
      • 50+ Population Will Grow Much Faster than Under-50 Segment
        • Table Projected Population Growth in Population by Age Group, 2010-2015 (in thousands)
      • Spending by 50+ Consumers Grows Faster than Expenditures of Those under 50
        • Table Aggregate Consumer Spending by Age Group of Head of Consumer Unit, 2009 vs. 2000
      • Total Consumer Spending Power Gravitates to 50+ Consumers
    • Marketing Trends
      • General Mills Hopes to Attract Boomers with Healthier Food Products
      • Food Marketers Work to Include Medicinal Benefits in Boomers' Diets
      • Beverage Marketers Follow Suit
      • Public Broadcasting Initiative for Boomers Includes Focus on Health and Wellness
    • Market Opportunities
      • Healthy 50+ Consumers Have Even More to Spend than Others Their Age
      • Confidence High among Healthy 50+ Consumers
        • Table Anxious vs. Confident Consumers, Healthy vs. Other 50+ Consumers by Age Group
      • Wealth and Wellness after 50 Go Hand in Hand
        • Table Healthy 50+ Consumer Market Opportunity Profile: Personal Finance
      • Wellness after 50 Tied to Healthy Eating
        • Table Healthy 50+ Consumer Market Opportunity Profile: Food
      • Wellness after 50 Generates Growing Opportunities for Fitness Industry
        • Table Healthy 50+ Consumer Market Opportunity Profile: Fitness
        • Table Healthy 50+ Consumer Market Opportunity Profile: Use of Vitamins and Supplements
      • Healthy 50+ Consumers Key Segment for Travel Industry
        • Table Healthy 50+ Consumer Market Opportunity Profile: Travel
      • Entertainment Habits Generate Possibilities
        • Table Healthy 50+ Consumer Market Opportunity Profile: Leisure and Entertainment
      • Home and Lifestyle Publications Attract Healthy 50+ Consumers
        • Table Healthy 50+ Consumer Market Opportunity Profile: Home
      • Healthy 50+ Consumers Create Opportunities for Apparel Retailers
        • Table Healthy 50+ Consumer Market Opportunity Profile: Apparel
  • Overview of the Market
    • Demographic Profile
      • More than 25 Million 50+ Consumers Live in Wellness Zone
        • Table Number of Healthy 50+ Consumers by Age Group
      • Women in the Vanguard of March to Wellness
        • Table Healthy vs. Other 50+ Consumers by Age Group and Gender
      • Healthy 50+ Consumers Highly Diverse
        • Table Race and Hispanic Origin, Healthy vs. Other 50+ Consumers by Age Group
        • Table Place of Residence, Healthy vs. Other 50+ Consumers by Age Group
      • Marriage Brings Good Health to 50+ Consumers
        • Table Marital Status, Healthy vs. Other 50+ Consumers by Age Group
        • Table Household Structure, Healthy vs. Other 50+ Consumers by Age Group
    • Economic Profile
      • Healthy 50+ Consumers More Educated
        • Table Educational Attainment, Healthy vs. Other 50+ Consumers by Age Group
      • Full-time Professional Employment More Likely among Healthy Boomers
        • Table Employment Patterns, Healthy vs. Other 50+ Consumers by Age Group
        • Table Occupational Patterns, Healthy vs. Other 50+ Consumers by Age Group
      • Affluence More Common
        • Table Household Income, Healthy vs. Other 50+ Consumers by Age Group
      • Homeownership More Common
    • Market Size and Growth
      • Number of Healthy 50+ Consumers Will Approach 29 Million in 2015
        • Table Projected Growth in Number of Healthy 50+ Consumers, 2010-2015 (in thousands)
      • Household Income of 50+ Consumers Totals $1 Trillion
        • Table Aggregate Household Income, Healthy 50+ Consumers
        • Table Aggregate Household Income, Other 50+ Consumers
      • Aggregate Household Income of Healthy 50+ Consumers Will Total $1.3 Trillion in 2015
        • Table Projected Growth in Aggregate Household Income of Healthy 50+ Consumers, 2010-2015
  • Core Values
    • Self-Image
      • Healthy 50+ Consumers Driven to Look Good
        • Table Importance of Looking Good, Healthy vs. Other 50+ Consumers by Age Group
        • Table Self-Concepts, Healthy vs. Other 50+ Consumers
      • Healthy 50+ Consumers Like to Go Down Less Traveled Roads
        • Table Attitudes toward Convention and Conformity, Healthy vs. Other 50+ Consumers by Age Group
      • Pursuit of Wellness Means Embracing Change
    • Relationships
      • Wellness after 50 Correlates with Strong Social Relationships
        • Table Social Interaction, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Are Joiners
        • Table Type of Memberships, Healthy vs. Other 50+ Consumers
    • Social and Political Values
      • Altruism and Philanthropy a Part of Healthy 50+ Consumer Lifestyle
        • Table Degree of Altruism, Healthy vs. Other 50+ Consumers by Age Group
        • Table Charitable Contributions in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
      • Wellness after 50 Tied to Interest in Arts and International Events
        • Table Cosmopolitan Attitudes, Healthy vs. Other 50+ Consumers by Age Group
      • Spirituality a Part of Wellness after 50
        • Table Religion and Spirituality, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Somewhat More Conservative Politically
        • Table Political Affiliation, Healthy vs. Other 50+ Consumers
        • Table Political Attitudes, Healthy vs. Other 50+ Consumers by Age Group
  • Keeping Fit
    • Sports and Fitness Activities
      • Fitness Activity Key to Wellness
        • Table Participation in Physical Fitness Programs, Healthy vs. Other 50+ Consumers by Age Group
      • Fitness Walking and Swimming Top List of Most Popular Sports Activities
        • Table Sports Played In Last 12 Months by 50+ Men, Healthy vs. Other
        • Table Sports Played In Last 12 Months by 50+ Women, Healthy vs. Other
      • Active Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes and Sporting Goods
        • Table Purchase of Gym and Jogging Clothes and Swimsuits in Last 12 Months by 50+ Men and Women, Healthy vs. Other
    • Healthy Eating
      • Wellness Concerns Have Greatest Impact on Food Choices of 50+ Consumers
      • Wellness Focus Carries Over to Supermarket Aisles
      • Wellness Concerns Lead to Willingness to Pay More for "Betterfor- You" Food Products
      • Healthy 50+ Consumers Proactive in Managing Nutrition
      • Calories Count When Achieving Wellness after 50
        • Table Counting Calories, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy Eating a Top Priority
        • Table Healthy Eating, Healthy vs. Other 50+ Consumers by Age Group
      • Cooking Important to Healthy 50+ Consumers
        • Table Attitudes toward Cooking, Healthy vs. Other 50+ Consumers by Age Group
      • Frozen Dinners Less Popular
        • Table Eating Prepared Foods, Healthy vs. Other 50+ Consumers by Age Group
      • Fast Food less Likely to Capture Interest of Healthy 50+ Consumers
        • Table Use of Fast Food and Family Restaurants, Healthy vs. Other 50+ Consumers by Age Group
      • New Foods Pique Interest of Healthy 50+ Consumers
        • Table Trying Out New Foods, Healthy vs. Other 50+ Consumers by Age Group
      • Regular Cola less Popular
        • Table Percent Drinking Selected Beverages, Healthy vs. Other 50+ Consumers by Age Group
      • Nutritional Snacks Favored
        • Table Type of Nutritional Snacks Eaten, Healthy vs. Other 50+ Consumers by Age Group
  • Staying Healthy
    • Overview
      • Personal Health Worth a Lot to Healthy 50+ Consumers
      • Healthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health
        • Table Using Information on Health, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Look Far Afield for Healthcare Information
        • Table Sources of Health Information, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Stand Up to Their Doctors
        • Table Trust in Physicians, Healthy vs. Other 50+ Consumers by Age Group
      • Wellness Program Includes Regular Check-ups
      • Visits to Specialists less Frequent
        • Table Physicians Visited in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
      • Alternative Medicine Gets High Marks from Healthy Boomers
      • Dental Hygiene a Priority
        • Table Use of Dental Floss by 50+ Men and Women, Healthy vs. Other
      • Smokers Scarce among Healthy 50+ Consumers
      • Profile of Healthy 50+ Consumers Includes Low Incidence of Ailments
        • Table Ailments in Last 12 Months, Healthy vs. Other 50+ Consumers
    • Using Medications and Vitamins
      • Healthy Boomers Wary of Medications
        • Table Taking Medications, Healthy vs. Other 50+ Consumers by Age Group
        • Table Reading the Fine Print, Healthy vs. Other 50+ Consumers by Age Group
      • Brand-Name Drugs Get Attention
        • Table Attitudes toward Brand-Name Drugs, Healthy vs. Other 50+ Consumers by Age Group
      • Prescription Drugs Used Less Frequently
        • Table Use of Prescription Drugs in Last 12 Months, Healthy vs. Other 50+ Consumers
      • Healthy 50+ Consumers Turn Less Often to Non-Prescription Remedies
        • Table Use of Non-Prescription Remedies, Healthy vs. Other 50+ Consumers
      • Vitamins Seen as Key Element in Wellness after 50
        • Table Attitudes toward Vitamins, Healthy vs. Other 50+ Consumers by Age Group
      • Few Differences Seen in Types of Vitamins Used
        • Table Types of Vitamins Used by Healthy and Other 50+ Consumers
        • Table Number of Times Vitamins and Minerals Used in Last 30 Days by Healthy and Other 50+ Consumers
      • Store Brand Vitamins Less Popular
        • Table Store Brand vs. Other Brand Vitamins, Healthy vs. Other 50+ Consumers
      • Contact Lenses More Common
        • Table Use of Prescription Eyeglasses and Contact Lenses, Healthy vs. Other 50+ Consumers by Age Group
  • Managing Personal Finances
    • Attitudes toward Money
      • Financial Optimism in Sync with Wellness after 50
        • Table Personal Financial Situation, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Feel Financially Secure
      • Healthy 50+ Consumers Happy with Their Financial Lot in Life
      • Healthy 50+ Consumers More Confident about Managing Money
        • Table Views of Financial Management Skills, Healthy vs. Other 50+ Consumers by Age Group
      • Money Part of Positive Self-Image
        • Table Financial Success and Self-Image, Healthy vs. Other 50+ Consumers by Age Group
      • Financial Self-Sufficiency Hallmark of Wellness after 50
      • Wellness Concerns May Trump Need for Financial Security
        • Table Percent Agreeing "Physical Wellness Is Less of a Concern than Financial Security" by Age Group and Concern with Wellness
    • Financial Status
      • Wellness and Wealth Go Hand in Hand
        • Table Bank Accounts Currently Have, Healthy vs. Other 50+ Consumers by Age Group
      • American Express Cards More Popular
        • Table Use of Credit Cards, Healthy vs. Other 50+ Consumers by Age Group
      • High-Value Life Insurance Policies More Common
      • More Healthy 50+ Consumers Have Homeowners Insurance
      • Healthy 50+ Consumers More Interested in Financial Services
        • Table Attitudes toward Financial Services, Healthy vs. Other 50+ Consumers by Age Group
      • Online Stock Trading More Common
      • Healthy 50+ Consumers Turn to Professionals for Tax Preparation
  • Overview of Consumer Behavior
    • Key Consumer Attitudes
      • Healthy 50+ Consumers Like Sales and Bargains
        • Table Attitudes toward Sales and Prices, Healthy vs. Other 50+ Consumers by Age Group
      • Brand Names Important
        • Table Brand Awareness, Healthy vs. Other 50+ Consumers by Age Group
      • Advertising less Effective with 50+ Wellness Consumer Segment
        • Table Attitudes toward Advertising, Healthy vs. Other 50+ Consumers by Age Group
      • TV Ads Bother Healthy 65+ Consumers More
        • Table Attitudes toward Television Advertising, Healthy vs. Other 50+ Consumers by Age Group
      • Ads Have Less Impact on Consumer Decisions
        • Table Impact of Advertising on Purchasing Decisions, Healthy vs. Other 50+ Consumers by Age Group
      • Quality Important
        • Table Attitudes toward Quality, Healthy vs. Other 50+ Consumers by Age Group
      • Home Is Important to Healthy 50+ Consumers
        • Table Attitudes toward the Home, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Are Green Consumers
        • Table Attitudes toward Going Green, Healthy vs. Other 50+ Consumers by Age Group
      • Gardening Appeals
    • Shopping Behavior
      • Healthy 50+ Boomers Enjoy Shopping
        • Table Attitudes toward Shopping, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Shop More Often
        • Table Shopping Profile, Healthy vs. Other 50+ Consumers by Age Group
      • Impulse Shopping More Rare
      • Specialty Stores Favored
        • Table Shopping at Specialty Stores, Healthy vs. Other 50+ Consumers by Age Group
      • Shopping Habits of Healthy 50+ Consumers Only Slightly More Affected by Internet
        • Table Impact of the Internet on Consumer Behavior, Healthy vs. Other 50+ Consumers by Age Group
    • Fashion and Personal Care
      • Wellness after 50 Means Keeping Up with Fashion
        • Table Attitudes toward Fashion, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Enjoy Buying Clothes
        • Table Attitudes toward Shopping for Clothes, Healthy vs. Other 50+ Consumers by Age Group
      • Clothing Purchases Analyzed
        • Table Clothing Items and Accessories Bought in Last 12 Months by 50+ Men, Healthy vs. Other
        • Table Clothing Items and Accessories Bought in Last 12 Months by 50+ Women, Healthy vs. Other
      • Quest for Wellness after 50 Includes Preference for Natural and Organic Health and Beauty Aids
      • Use of Personal-Care Products Profiled
        • Table Use of Personal-Care Products by 50+ Men, Healthy vs. Other
        • Table Use of Personal-Care Products by 50+ Women, Healthy vs. Other
  • Leisure and Entertainment
    • Going Out
      • Wellness after 50 Leads to Going out to Live Entertainment Events
        • Table Attendance at Live Entertainment Events in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Go Out to the Movies More Often
        • Table Movie Attendance, Healthy vs. Other 50+ Consumers by Age Group
      • Dining Out More Popular
    • Reading
      • Healthy 50+ Consumers Read and Buy More Books
        • Table Purchase of Books (Not E-Books) in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
      • Magazines and Newspapers Retain Importance
        • Table Attitudes toward Magazines and Newspapers, Healthy vs. Other 50+ Consumers by Age Group
      • Internet Has Relatively Greater Impact on Hard-Copy Reading Habits of Healthy 65+ Segment
        • Table Impact of the Internet on Traditional Media Usage, Healthy vs. Other 50+ Consumers by Age Group
      • Few Differences in Magazine Choices
        • Table Most Popular Magazines Read by 50+ Men, Healthy vs. Other
        • Table Most Popular Magazines Read by 50+ Women, Healthy vs. Other
    • Going Online
      • Healthy 65+ Consumers More Open to Technology and Computers
        • Table Attitudes toward Technology, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Frequent Users of Internet
        • Table Online Activities in Last Seven Days, Healthy vs. Other 50+ Consumers
        • Table Websites Visited in Last Seven Days, Healthy vs. Other 50+ Consumers
    • Home Electronics and Home Entertainment
      • Few Differences in Ownership of Home Electronics
        • Table Ownership of Home Electronics, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 50+ Consumers Interested in Cellphones for Data as well as Voice
        • Table Ownership of Cell Phones, Healthy vs. Other 50+ Consumers
        • Table Attitudes toward Cell Phones, Healthy vs. Other 50+ Consumers by Age Group
      • Music Important Leisure Activity
      • TV Has Lower Priority among Wellness-after-50 Consumers
        • Table Access to Cable Television, Healthy vs. Other 50+ Consumers by Age Group
        • Table Attitudes toward Television, Healthy vs. Other 50+ Consumers by Age Group
        • Table Ownership of Television Sets, Healthy vs. Other 50+ Consumers by Age Group
      • TV Viewing Choices Similar
        • Table Most Popular Cable Television Channels Viewed by 50+ Men, Healthy vs. Other
        • Table Most Popular Cable Television Channels Viewed by 50+ Women, Healthy vs. Other
    • Travel
      • Healthy 50+ Consumers In Search of New Vacation Experiences
      • Foreign Travel Entices Healthy 50+ Consumers
        • Table Attitudes toward Foreign Travel, Healthy vs. Other 50+ Consumers by Age Group
        • Table Foreign Travel in Last Three Years, Healthy vs. Other 50+ Consumers by Age Group
      • Cruise Ship Vacations Popular with Healthy 65+ Travelers
        • Table Cruise Ship Vacations, Healthy vs. Other 50+ Consumers by Age Group
      • U.S. Destinations Also Attract Healthy 65+ Travelers
        • Table Domestic Travel in Last 12 Months, Healthy vs. Other 50+ Consumers by Age Group
      • Healthy 65+ Consumers Major Segment for Car Rental Firms
  • Appendix

Abstract

This Packaged Facts report focuses on the market potential of the 26 million “Healthy Consumers” who are 50 years old and over and who are pursuing a wellness regime that includes healthy eating and regular exercise. Anchored by boomers who firmly believe that getting older means getting better, Packaged Facts’ Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market offers marketers a look into the future of an America where 50+ consumers will generate an increasingly large share of consumer spending power.

With an aggregate household income of $1 trillion, Healthy 50+ Consumers are prime targets for marketers of a wide range of consumer goods and services. Compared to others in their age group, they have higher household incomes and are more confident about the economy as a whole as well as their own financial futures. Healthy 50+ Consumers shop more often, dine out more regularly and travel more frequently. Healthy 50+ Consumers represent a demanding but lucrative consumer segment. For example, they look for quality when they buy clothes and seek out natural and organic products in the aisles of supermarkets and on the shelves of drug stores.

The report begins with a chapter on trends affecting the 50+ health and wellness consumer market and opportunities generated by Healthy 50+ Consumers and a chapter assessing the size and growth of the Healthy 50+ Consumer market. A chapter detailing the core values of 50+ consumers who aspire to health and wellness is followed by an analysis of the fitness activities and healthy eating habits of Healthy 50+ Consumers and an overview of their health management practices. The report continues with a chapter analyzing the financial status and financial management practices of Healthy 50+ Consumers and a chapter exploring their shopping and buying habits. The report concludes with an in-depth review of the leisure and entertainment choices of Healthy 50+ Consumers.


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