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The Spanish economy is undergoing a crisis with high unemployment rates and decreasing household incomes. Surprisingly, consumers in Spain are trading up in the toilet tissue category, partly due to companies pushing highly competitive pricing. Ian Bell, Global Head of Tissue and Hygiene Research at Euromonitor, states that not only are Spanish consumers buying more wet toilet tissue, but they are purchasing packs to take with them on the go – a category untapped by most companies.
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