Andreas Rouve
Analyst · Karru Martinson from Jefferies. Please go ahead
I think the challenge in the battery category, for the consumer, it is very difficult to see a difference. However, based not only on the chemical content, but then also on what kind of version you have, the battery may be working perfectly in low drain devices like, you know, remote control or a clock. However, if you try to put that into a high drain device, like, you know, toys, flashlights and so on, they could perform very poorly. And this is exactly what we're going to do or what we're doing, we're flagging what those perfect applications are for. Therefore, leading the consumer which has a low drain device, he can pick the cheaper battery. He doesn't have to buy a $6 blister, he can buy a cheaper product. But then those which are looking for those high drain batteries, they better buy a good battery and have to pay the high prices because otherwise they come home and are going to be disappointed with the performance of that battery and this is not only applying to our products, that's exactly applying to competitor products equally. And I think our shift, of course, with more emphasizing our premium range, diffusion segment. We do see some very nice trade-up, also, in our alkaline category, generating healthier margins, reaching higher price points. And we will continue to push that, especially as we go into other channels where, again, the price competition may not be as intense as in the [indiscernible] channels.