I would say it is a combination of both. Certainly customer tastes are changing, and our member companies, because they're businesses, are rushing to meet those preferences. Last year alone, three of our largest members introduced at least 25 new products that are either low or no calorie, low or no sugar, into the Canadian market. That's a positive thing because there's investment behind each of those products. There's marketing and there's rollout. That's investment in the country.
However, it is true, according to industry data as well as Stats Canada data, that we are in a far different place than Mexico is. You are right that consumption in Mexico has bounced back. There was a slight dip at the very beginning when the tax was introduced. You need only go to the ministry of revenue website in Mexico, because it shows very clearly that the revenue is rising. If the tax is such a smashing success, someone has to square the circle for me on why revenue is going up.