Soil Wetting Agents Market by Type (Amphoteric, Anionic, Cationic), Form (Granular, Liquid, Powder), Crop Type, Application Method, Distribution Channel - Global Forecast 2025-2032
Description
The Soil Wetting Agents Market was valued at USD 192.65 million in 2024 and is projected to grow to USD 204.78 million in 2025, with a CAGR of 6.33%, reaching USD 315.00 million by 2032.
A concise overview of soil wetting agents, their functional mechanisms in enhancing water distribution and their strategic importance for crop productivity
Soil wetting agents have become an essential component of contemporary agronomy, offering tangible improvements in water distribution, infiltration, and retention across diverse soil textures. By reducing surface tension, these agents enable more uniform wetting of hydrophobic or crusted soils, which leads to improved seed germination, root zone moisture continuity, and more consistent nutrient uptake. In practice, growers and turf managers deploy these chemistries to address localized dry spots, improve irrigation efficiency, and mitigate the adverse effects of drought periods.
Over recent seasons, adoption has broadened beyond remedial use toward proactive, integrated water management programs. Advances in formulation technology, combined with more precise application techniques, allow wetting agents to be tailored to crop systems ranging from field-grown commodity crops to sensitive horticultural and ornamental settings. As a result, agronomists and technical managers are increasingly evaluating wetting agents not as standalone inputs but as part of broader soil health and irrigation optimization strategies. This introduction frames the subsequent analysis by clarifying core mechanisms, typical use cases, and the structural role that wetting agents play in sustainable crop production and landscape maintenance.
Transformative shifts reshaping wetting agent adoption, regulatory pressures, technological innovations and sustainability trends across agricultural sectors
The landscape for soil wetting agents is shifting rapidly under the combined influence of technology, regulation, and changing agronomic priorities. New formulation chemistries and delivery platforms are enabling longer persistence, targeted release, and compatibility with precision irrigation systems, which in turn alter how agronomists integrate wetting agents within crop management calendars. At the same time, regulatory frameworks are tightening performance and safety requirements, prompting manufacturers to reformulate or to provide more comprehensive environmental data and application guidance.
Sustainability agendas and water-stress mitigation strategies are driving a move toward products that deliver both efficacy and a reduced environmental footprint. Concurrently, digital agronomy and sensor networks are reinforcing demand for products that can be dosed with high precision through drip and sprinkler systems, and that perform under variable irrigation regimes. Supply chain innovations, including regional formulation hubs and strategic partnerships, are shortening lead times and enabling localized product variants. Taken together, these transformative forces are accelerating product differentiation, elevating technical service as a competitive lever, and reshaping procurement behaviors among growers, landscapers, and institutional buyers.
An analysis of the cumulative impacts of United States tariffs in 2025 on supply chains, import flows, production inputs, and agricultural procurement practices
The tariff actions enacted in 2025 introduced new frictions into global supply chains for active ingredients, co-formulants, and certain packaging materials that are integral to wetting agent manufacture and distribution. Import duties and administrative requirements altered sourcing calculations for formulators, encouraging reconsideration of procurement lanes, increased reliance on regional suppliers, and in some instances accelerated investment in domestic blending and packaging capabilities. These adjustments had immediate operational implications for lead times and inventory policies, as well as strategic implications for supplier diversification.
As manufacturers and distributors reacted, downstream customers experienced shifts in availability and cadence of product delivery, prompting some to modify buying patterns and to seek multi-source continuity plans. In response, several supply-side actors optimized logistics networks, staggered contracts to reduce exposure to single points of failure, and prioritized long-term supplier relationships that could provide preferential allocation during constrained periods. From an operational standpoint, the tariff environment underscored the importance of transparent provenance data, robust supplier qualification, and agile production planning to maintain continuity of service for growers and landscape managers.
Segmentation insights across type form crop application method and distribution channel reveal formulation drivers and adoption patterns among end users
Segmentation reveals distinct technical and commercial dynamics across chemical classes, physical forms, crop use cases, application pathways, and distribution outlets. Within type classifications, amphoteric, anionic, cationic and nonionic chemistries present differing performance profiles and compatibility constraints; nonionic chemistries in particular are evaluated across long-chain and short-chain variants that balance longevity, phytotoxicity risk, and environmental persistence. Formulation choices between granular, liquid and powder formats influence on-farm handling and dosing; liquid formats frequently break down into emulsifiable concentrate and suspension concentrate subtypes, each with distinct mixing and storage considerations.
Crop-focused segmentation shows divergent expectations for field crops, forestry, horticulture, and turf and ornamentals, where efficacy windows, residue tolerance and application frequency differ markedly. Application method segmentation highlights preferences for foliar spray, irrigation-based delivery, seed treatment and soil drench techniques; irrigation-focused strategies further distinguish drip irrigation from sprinkler irrigation in terms of deposition, plugging risk and required formulation stability. Finally, distribution channel segmentation-spanning agrochemical dealers, direct sales, e-commerce and retail garden centers-shapes the buyer experience, technical support availability and expectations for packaging sizes. Integrating these segmentation layers clarifies where product innovation, technical service, and go-to-market adjustments yield the greatest commercial and agronomic impact.
Regional outlook across the Americas Europe Middle East & Africa and Asia-Pacific shows adoption patterns logistical constraints and policy effects on deployment
Regional dynamics exert a strong influence on product development priorities, regulatory compliance strategies, and go-to-market execution. In the Americas, demand patterns are shaped by large-scale field cropping systems alongside professional turf management, with distribution networks that emphasize agrochemical dealers and direct commercial relationships. Climatic variability and irrigation intensity drive interest in longer-lasting chemistries and delivery systems compatible with both drip and sprinkler irrigation.
In Europe, Middle East & Africa, regulatory scrutiny, water stewardship initiatives, and heterogeneous farm structures create a landscape where demonstrable environmental performance and local registration pathways are critical. Products tailored to horticultural and high-value specialty crops, along with packaging and labeling that meet regional standards, are often prioritized. Meanwhile, the Asia-Pacific region combines intense horticultural activity, rapid urbanization of green spaces, and evolving retail channels; e-commerce and retail garden centers are increasingly important, while formulators design solutions for both smallholder irrigation networks and large-scale commercial operations. Across all regions, logistical resilience, local technical support, and alignment with regional agronomic practices determine uptake velocity and long-term product acceptance.
How leading manufacturers formulators and distributors differentiate via formulation innovation supply resilience and strategic partnerships
Competitive dynamics in the sector center on formulation expertise, raw material sourcing resilience, and the ability to provide demonstrable value through technical services. Leading manufacturers differentiate by combining proprietary chemistries with application guidance and compatibility testing, while specialist formulators often focus on niche performance attributes such as controlled-release wetting, biodegradability, or enhanced compatibility with fertigation programs. Distributors and commercial partners play a critical role in translating technical claims into field-level outcomes by offering calibration support, trial plots, and after-sales agronomic consultation.
Strategic partnerships between formulators, irrigation equipment providers, and agronomy service firms create bundled solutions that reduce adoption friction and improve return on input use. Investment in analytical capability and field trial networks builds credibility, while transparent supply chains and multiple sourcing options mitigate operational risk. For buyers, the ability to access robust product dossiers, compatibility matrices, and localized technical support is increasingly a decisive factor when selecting suppliers. In this competitive environment, the most successful players balance innovation with reliability, and they commit to ongoing client education to sustain adoption.
Targeted recommendations for industry leaders to boost adoption streamline supply chains invest in R&D and align with sustainability goals and regulations
Industry leaders should prioritize a disciplined mix of product innovation, operational resilience, and customer-centric services to capture opportunity and manage risk. First, focus research and development resources on formulations that demonstrate clear field-level advantages in water distribution and persistence while minimizing environmental trade-offs, and validate those advantages through replicated field trials and independent laboratory data. Second, strengthen supply chain strategies by diversifying raw material sources, expanding regional blending capacity where feasible, and establishing contingency inventory policies that reduce exposure to geopolitical or tariff-induced disruptions.
Third, enhance technical service offerings by investing in training programs for dealer networks and by deploying digital tools that assist with dose calculation, irrigation integration, and performance monitoring. Fourth, tailor go-to-market approaches to local channel structures and buyer preferences; smaller package formats and e-commerce accessibility can unlock retail channels, while bundled service agreements and direct commercial models serve large growers and institutional buyers. Finally, engage proactively with regulators and water stewardship initiatives to align product claims with emerging standards, thereby reducing market access friction and positioning products as solutions for both productivity and sustainability objectives.
Methodology covering primary and secondary research data validation expert interviews lab testing and analytical frameworks to produce actionable insights
The study employs a mixed-methods approach that integrates primary stakeholder engagement with rigorous secondary research and laboratory verification. Primary inputs include structured interviews with technical managers, formulators, distributors, and irrigation specialists to capture experiential insights on performance, handling, and channel dynamics. Secondary inputs comprise peer-reviewed literature, regulatory documents, and product technical bulletins that inform compatibility matrices and environmental considerations. Laboratory evaluations were conducted to verify physicochemical properties, stability under common storage conditions, and basic compatibility with representative fertigation solutions.
Data validation protocols included cross-referencing interview responses against independent trial results and supplier specifications, as well as triangulation across multiple regional sources to ensure representativeness. Analytical frameworks combined qualitative coding of stakeholder feedback with quantitative scoring of performance attributes to prioritize opportunities and risks. The methodology emphasizes transparency and reproducibility, with appendices documenting interview instruments, laboratory protocols, and the criteria used for analytical weighting. This approach supports actionable conclusions while acknowledging variability inherent to soil types, irrigation regimes, and crop systems.
A concise synthesis of findings emphasizing strategic priorities the evolving value of wetting agents and practical next steps for stakeholders
The analysis synthesizes technical, commercial, and regulatory perspectives to present a clear set of strategic implications for stakeholders. Evidence indicates that differentiation will increasingly be driven by formulation performance under real-world irrigation scenarios, the ability to demonstrate environmental stewardship, and the provision of integrated technical services that reduce uncertainty for buyers. Operational resilience-manifest in diversified sourcing and regional manufacturing capacity-remains a central risk-mitigation priority, particularly in light of recent trade policy shifts and variable supply chain conditions.
For practitioners, aligning product selection and application protocols with crop-specific needs and local irrigation infrastructure yields the most reliable outcomes. For suppliers, investment in rigorous field validation, transparent ingredient provenance, and scalable technical support will accelerate adoption. Overall, the sector’s trajectory favors actors who can combine proven technical performance with dependable supply and clear, localized advisory services that translate product potential into repeatable field success.
Note: PDF & Excel + Online Access - 1 Year
A concise overview of soil wetting agents, their functional mechanisms in enhancing water distribution and their strategic importance for crop productivity
Soil wetting agents have become an essential component of contemporary agronomy, offering tangible improvements in water distribution, infiltration, and retention across diverse soil textures. By reducing surface tension, these agents enable more uniform wetting of hydrophobic or crusted soils, which leads to improved seed germination, root zone moisture continuity, and more consistent nutrient uptake. In practice, growers and turf managers deploy these chemistries to address localized dry spots, improve irrigation efficiency, and mitigate the adverse effects of drought periods.
Over recent seasons, adoption has broadened beyond remedial use toward proactive, integrated water management programs. Advances in formulation technology, combined with more precise application techniques, allow wetting agents to be tailored to crop systems ranging from field-grown commodity crops to sensitive horticultural and ornamental settings. As a result, agronomists and technical managers are increasingly evaluating wetting agents not as standalone inputs but as part of broader soil health and irrigation optimization strategies. This introduction frames the subsequent analysis by clarifying core mechanisms, typical use cases, and the structural role that wetting agents play in sustainable crop production and landscape maintenance.
Transformative shifts reshaping wetting agent adoption, regulatory pressures, technological innovations and sustainability trends across agricultural sectors
The landscape for soil wetting agents is shifting rapidly under the combined influence of technology, regulation, and changing agronomic priorities. New formulation chemistries and delivery platforms are enabling longer persistence, targeted release, and compatibility with precision irrigation systems, which in turn alter how agronomists integrate wetting agents within crop management calendars. At the same time, regulatory frameworks are tightening performance and safety requirements, prompting manufacturers to reformulate or to provide more comprehensive environmental data and application guidance.
Sustainability agendas and water-stress mitigation strategies are driving a move toward products that deliver both efficacy and a reduced environmental footprint. Concurrently, digital agronomy and sensor networks are reinforcing demand for products that can be dosed with high precision through drip and sprinkler systems, and that perform under variable irrigation regimes. Supply chain innovations, including regional formulation hubs and strategic partnerships, are shortening lead times and enabling localized product variants. Taken together, these transformative forces are accelerating product differentiation, elevating technical service as a competitive lever, and reshaping procurement behaviors among growers, landscapers, and institutional buyers.
An analysis of the cumulative impacts of United States tariffs in 2025 on supply chains, import flows, production inputs, and agricultural procurement practices
The tariff actions enacted in 2025 introduced new frictions into global supply chains for active ingredients, co-formulants, and certain packaging materials that are integral to wetting agent manufacture and distribution. Import duties and administrative requirements altered sourcing calculations for formulators, encouraging reconsideration of procurement lanes, increased reliance on regional suppliers, and in some instances accelerated investment in domestic blending and packaging capabilities. These adjustments had immediate operational implications for lead times and inventory policies, as well as strategic implications for supplier diversification.
As manufacturers and distributors reacted, downstream customers experienced shifts in availability and cadence of product delivery, prompting some to modify buying patterns and to seek multi-source continuity plans. In response, several supply-side actors optimized logistics networks, staggered contracts to reduce exposure to single points of failure, and prioritized long-term supplier relationships that could provide preferential allocation during constrained periods. From an operational standpoint, the tariff environment underscored the importance of transparent provenance data, robust supplier qualification, and agile production planning to maintain continuity of service for growers and landscape managers.
Segmentation insights across type form crop application method and distribution channel reveal formulation drivers and adoption patterns among end users
Segmentation reveals distinct technical and commercial dynamics across chemical classes, physical forms, crop use cases, application pathways, and distribution outlets. Within type classifications, amphoteric, anionic, cationic and nonionic chemistries present differing performance profiles and compatibility constraints; nonionic chemistries in particular are evaluated across long-chain and short-chain variants that balance longevity, phytotoxicity risk, and environmental persistence. Formulation choices between granular, liquid and powder formats influence on-farm handling and dosing; liquid formats frequently break down into emulsifiable concentrate and suspension concentrate subtypes, each with distinct mixing and storage considerations.
Crop-focused segmentation shows divergent expectations for field crops, forestry, horticulture, and turf and ornamentals, where efficacy windows, residue tolerance and application frequency differ markedly. Application method segmentation highlights preferences for foliar spray, irrigation-based delivery, seed treatment and soil drench techniques; irrigation-focused strategies further distinguish drip irrigation from sprinkler irrigation in terms of deposition, plugging risk and required formulation stability. Finally, distribution channel segmentation-spanning agrochemical dealers, direct sales, e-commerce and retail garden centers-shapes the buyer experience, technical support availability and expectations for packaging sizes. Integrating these segmentation layers clarifies where product innovation, technical service, and go-to-market adjustments yield the greatest commercial and agronomic impact.
Regional outlook across the Americas Europe Middle East & Africa and Asia-Pacific shows adoption patterns logistical constraints and policy effects on deployment
Regional dynamics exert a strong influence on product development priorities, regulatory compliance strategies, and go-to-market execution. In the Americas, demand patterns are shaped by large-scale field cropping systems alongside professional turf management, with distribution networks that emphasize agrochemical dealers and direct commercial relationships. Climatic variability and irrigation intensity drive interest in longer-lasting chemistries and delivery systems compatible with both drip and sprinkler irrigation.
In Europe, Middle East & Africa, regulatory scrutiny, water stewardship initiatives, and heterogeneous farm structures create a landscape where demonstrable environmental performance and local registration pathways are critical. Products tailored to horticultural and high-value specialty crops, along with packaging and labeling that meet regional standards, are often prioritized. Meanwhile, the Asia-Pacific region combines intense horticultural activity, rapid urbanization of green spaces, and evolving retail channels; e-commerce and retail garden centers are increasingly important, while formulators design solutions for both smallholder irrigation networks and large-scale commercial operations. Across all regions, logistical resilience, local technical support, and alignment with regional agronomic practices determine uptake velocity and long-term product acceptance.
How leading manufacturers formulators and distributors differentiate via formulation innovation supply resilience and strategic partnerships
Competitive dynamics in the sector center on formulation expertise, raw material sourcing resilience, and the ability to provide demonstrable value through technical services. Leading manufacturers differentiate by combining proprietary chemistries with application guidance and compatibility testing, while specialist formulators often focus on niche performance attributes such as controlled-release wetting, biodegradability, or enhanced compatibility with fertigation programs. Distributors and commercial partners play a critical role in translating technical claims into field-level outcomes by offering calibration support, trial plots, and after-sales agronomic consultation.
Strategic partnerships between formulators, irrigation equipment providers, and agronomy service firms create bundled solutions that reduce adoption friction and improve return on input use. Investment in analytical capability and field trial networks builds credibility, while transparent supply chains and multiple sourcing options mitigate operational risk. For buyers, the ability to access robust product dossiers, compatibility matrices, and localized technical support is increasingly a decisive factor when selecting suppliers. In this competitive environment, the most successful players balance innovation with reliability, and they commit to ongoing client education to sustain adoption.
Targeted recommendations for industry leaders to boost adoption streamline supply chains invest in R&D and align with sustainability goals and regulations
Industry leaders should prioritize a disciplined mix of product innovation, operational resilience, and customer-centric services to capture opportunity and manage risk. First, focus research and development resources on formulations that demonstrate clear field-level advantages in water distribution and persistence while minimizing environmental trade-offs, and validate those advantages through replicated field trials and independent laboratory data. Second, strengthen supply chain strategies by diversifying raw material sources, expanding regional blending capacity where feasible, and establishing contingency inventory policies that reduce exposure to geopolitical or tariff-induced disruptions.
Third, enhance technical service offerings by investing in training programs for dealer networks and by deploying digital tools that assist with dose calculation, irrigation integration, and performance monitoring. Fourth, tailor go-to-market approaches to local channel structures and buyer preferences; smaller package formats and e-commerce accessibility can unlock retail channels, while bundled service agreements and direct commercial models serve large growers and institutional buyers. Finally, engage proactively with regulators and water stewardship initiatives to align product claims with emerging standards, thereby reducing market access friction and positioning products as solutions for both productivity and sustainability objectives.
Methodology covering primary and secondary research data validation expert interviews lab testing and analytical frameworks to produce actionable insights
The study employs a mixed-methods approach that integrates primary stakeholder engagement with rigorous secondary research and laboratory verification. Primary inputs include structured interviews with technical managers, formulators, distributors, and irrigation specialists to capture experiential insights on performance, handling, and channel dynamics. Secondary inputs comprise peer-reviewed literature, regulatory documents, and product technical bulletins that inform compatibility matrices and environmental considerations. Laboratory evaluations were conducted to verify physicochemical properties, stability under common storage conditions, and basic compatibility with representative fertigation solutions.
Data validation protocols included cross-referencing interview responses against independent trial results and supplier specifications, as well as triangulation across multiple regional sources to ensure representativeness. Analytical frameworks combined qualitative coding of stakeholder feedback with quantitative scoring of performance attributes to prioritize opportunities and risks. The methodology emphasizes transparency and reproducibility, with appendices documenting interview instruments, laboratory protocols, and the criteria used for analytical weighting. This approach supports actionable conclusions while acknowledging variability inherent to soil types, irrigation regimes, and crop systems.
A concise synthesis of findings emphasizing strategic priorities the evolving value of wetting agents and practical next steps for stakeholders
The analysis synthesizes technical, commercial, and regulatory perspectives to present a clear set of strategic implications for stakeholders. Evidence indicates that differentiation will increasingly be driven by formulation performance under real-world irrigation scenarios, the ability to demonstrate environmental stewardship, and the provision of integrated technical services that reduce uncertainty for buyers. Operational resilience-manifest in diversified sourcing and regional manufacturing capacity-remains a central risk-mitigation priority, particularly in light of recent trade policy shifts and variable supply chain conditions.
For practitioners, aligning product selection and application protocols with crop-specific needs and local irrigation infrastructure yields the most reliable outcomes. For suppliers, investment in rigorous field validation, transparent ingredient provenance, and scalable technical support will accelerate adoption. Overall, the sector’s trajectory favors actors who can combine proven technical performance with dependable supply and clear, localized advisory services that translate product potential into repeatable field success.
Note: PDF & Excel + Online Access - 1 Year
Table of Contents
180 Pages
- 1. Preface
- 1.1. Objectives of the Study
- 1.2. Market Segmentation & Coverage
- 1.3. Years Considered for the Study
- 1.4. Currency
- 1.5. Language
- 1.6. Stakeholders
- 2. Research Methodology
- 3. Executive Summary
- 4. Market Overview
- 5. Market Insights
- 5.1. Adoption of biodegradable and environmentally sustainable soil wetting formulations reducing chemical footprint
- 5.2. Integration of sensor based irrigation systems with soil wetting agents for precision water management
- 5.3. Increasing use of polymer based superabsorbent polymers to enhance water retention in arid agricultural soils
- 5.4. Rising demand for bio based surfactants derived from plant oils in certified organic farming practices
- 5.5. Development of advanced nanoemulsion wetting agents for improved penetration in compacted soils
- 5.6. Regulatory shift toward low toxicity wetting agents for turf management and ornamental horticulture applications
- 5.7. Formulation of dual action wetting and nutrient delivery systems to optimize crop yield and water use efficiency
- 5.8. Growth of custom blend wetting agent solutions tailored to specific soil textures and crop requirements
- 6. Cumulative Impact of United States Tariffs 2025
- 7. Cumulative Impact of Artificial Intelligence 2025
- 8. Soil Wetting Agents Market, by Type
- 8.1. Amphoteric
- 8.2. Anionic
- 8.3. Cationic
- 8.4. Nonionic
- 8.4.1. Long Chain
- 8.4.2. Short Chain
- 9. Soil Wetting Agents Market, by Form
- 9.1. Granular
- 9.2. Liquid
- 9.2.1. Emulsifiable Concentrate
- 9.2.2. Suspension Concentrate
- 9.3. Powder
- 10. Soil Wetting Agents Market, by Crop Type
- 10.1. Field Crops
- 10.2. Forestry
- 10.3. Horticulture
- 10.4. Turf And Ornamentals
- 11. Soil Wetting Agents Market, by Application Method
- 11.1. Foliar Spray
- 11.2. Irrigation
- 11.2.1. Drip Irrigation
- 11.2.2. Sprinkler Irrigation
- 11.3. Seed Treatment
- 11.4. Soil Drench
- 12. Soil Wetting Agents Market, by Distribution Channel
- 12.1. Agrochemical Dealers
- 12.2. Direct Sales
- 12.3. E Commerce
- 12.4. Retail Garden Centers
- 13. Soil Wetting Agents Market, by Region
- 13.1. Americas
- 13.1.1. North America
- 13.1.2. Latin America
- 13.2. Europe, Middle East & Africa
- 13.2.1. Europe
- 13.2.2. Middle East
- 13.2.3. Africa
- 13.3. Asia-Pacific
- 14. Soil Wetting Agents Market, by Group
- 14.1. ASEAN
- 14.2. GCC
- 14.3. European Union
- 14.4. BRICS
- 14.5. G7
- 14.6. NATO
- 15. Soil Wetting Agents Market, by Country
- 15.1. United States
- 15.2. Canada
- 15.3. Mexico
- 15.4. Brazil
- 15.5. United Kingdom
- 15.6. Germany
- 15.7. France
- 15.8. Russia
- 15.9. Italy
- 15.10. Spain
- 15.11. China
- 15.12. India
- 15.13. Japan
- 15.14. Australia
- 15.15. South Korea
- 16. Competitive Landscape
- 16.1. Market Share Analysis, 2024
- 16.2. FPNV Positioning Matrix, 2024
- 16.3. Competitive Analysis
- 16.3.1. ADS Agrotech Pvt. Ltd.
- 16.3.2. BASF SE
- 16.3.3. Evonik Industries AG
- 16.3.4. Geoponics Corp.
- 16.3.5. Grow More Inc.
- 16.3.6. Harmony Additive
- 16.3.7. ICL Group Ltd.
- 16.3.8. Mani Agro Chemicals
- 16.3.9. MD Biocoals Pvt. ltd.
- 16.3.10. Milliken & Company
- 16.3.11. Nufarm Ltd.
- 16.3.12. Origin Enterprises PLC
- 16.3.13. Sanchi Organics Private Limited
- 16.3.14. Seasol International by DuluxGroup (Australia) Pty Ltd.
- 16.3.15. Sudarshan Organics Pvt. Ltd.
- 16.3.16. The SNF Group
- 16.3.17. UPL Limited
- 16.3.18. Wilbur-Ellis Holdings, Inc.
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