Yes, I think that conducting surveys is often difficult when they're self-reporting. At this point it's an opportunity to track changes in people's awareness over time. Whether the awareness translates into a different action is a separate question that needs to be approached in a different way.
We do see that people very often consult the labels when they buy a product for the first time. They may not consult it each time, or they may not consult it all the time, but once in a while they do. A large number of Canadians are consulting labels at some point during their shopping.