Yes, the market is driving it. Canadians are more educated. There is a lot of confusion out there, but we are more educated and aware, given the Internet. People are more aware of what's out there and what they're eating. There's still a lot of confusion, but consumers are demanding healthier options. Industry is responding by providing those options and alternatives in the marketplace.
The challenge with sodium is a really good example. I've talked to a lot of my member companies who have been very quietly lowering sodium and hoping nobody notices, because there's a risk that people will move away from that product. You don't want to demonize a certain product. Take cereal, for example. If somebody doesn't like it because there's way too much sodium out of it now, then they're going to miss a lot of the positive nutrients by moving away from that product. It is really a delicate balance.
The other thing is the dynamic between the makers of the food and the sellers of the food. In Canada, we have three grocery chains that have 80% of the market, so if you're not in one of those stores or if your product is not selling in those stores and not moving off the shelf, you might not be there for long. You may have the best of intentions in developing healthier-for-you options, but if those products don't pop in the marketplace, there's a risk that the product will not be sold and will be off the shelf.
There's a real challenge, and there's a responsibility right along the chain for all of us to work together to make sure that these options are in the marketplace and that Canadians have some choice and make that choice based on what they need.