Tadeu Marroco
Analyst · Alicia Forry calling from Investec. Please go ahead
Well, where they have been, in reality, we haven't seen much impact, because at the end of the day the consumer end up circumvent that and buying in other geographies close by or by commerce, if possible. So, there was no really implications in terms of sales. And we still believe that the FDA is the body that is the one responsible to make these type of calls. And we can see in the priority list of the FDA, we are not expecting to see either menthol ban or nicotine control enforcement in anytime soon. In reality, we are seeing for example, based on the latest youth research incidents in terms of use of menthol in cigarettes and vaping, that was a remarkable reduction from the – compared with the previous year, which just takes the pressure off. And another point that I would like to make around that is that as time passed by, and you start having examples of menthol being outside the U.S., you can use this as a kind of a reference for the future. And we just saw this year, for example, the introduction of menthol ban in Turkey, in January this year, and as you know, in May in Europe, and in both of these cards in Turkey, the level of retention was even higher than 100%. In our case, we gain market share, because we had a differentiated product in Turk with a differentiated future. In Europe, we had also made a retention above 100%, because we weren't present in the new category space. And we saw that out of the cigarettes, we had a retention of 91%, some 2%, 3% decide to quit completely the category and the balances decide to move to new categories where 7% move to vapor, where like we just spoke about we were very strong. As a consequence of that, in terms of nicotine retention, we were more than 100% than we were before the menthol ban. And if you now make an analogy of those circumstance back to the U.S., you see that Newport, which are our largest menthol brand in the U.S. is the one that has the seventh percent of the franchise in a differentiated format with 100 millimeters length that cannot be copied. As you know, the FDA has frozen old specification of cigarettes since 2007. So, you cannot launch in new SKUs in the market. And it has also the lowest level [mentholation] in the market. And we are present and making big in-roads in the new categories. So, I think that in the future, if we see a menthol ban coming in the U.S. we will be well prepared and those facts are happening outside the U.S. is a clear indication for that.