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When the global financial crisis hit, most consumers traded down to private label goods to save money. For the tissue and hygiene industry, trading down was not as common of a theme. Ian Bell, Euromonitor’s Head of Tissue, Hygiene and Home Care Research examines why consumers in Western Europe, particularly, stayed with branded tissue and hygiene products. Firstly, branded products have invested heavily in new products and advertising to promote offerings. Manufactures of branded products have also been able to convince consumers that private label products will not do the job as well as their own products.