All I can say is that my results show that as the price of food falls, people try to make healthier choices because they can afford to make healthier choices. Within the food groups the high-fat foods are the cheapest, so if you reduce the price of food, they can buy the healthier, higher-priced foods. It's also the same in an income way. If incomes increase they can afford to buy the healthier foods, so they do that and reduce the amount of fat.
Our results are showing that consumers are very purposeful, when prices and incomes change, in trying to make themselves healthier. If there is any issue—and once again I don't know this for sure—it just tends to be that for some reason lower-fat, healthier foods tend to be more expensive. That could be a price thing.