Starting in the middle of last year Digital introduced some very strong products.

"The pressure on society to use strong and good products is there."

"And the strong products are clearly the ones that are selling well."

They adapted this process - called microbinding - in order to make a strong, natural product.

"I think hockey will come out of this as a stronger and better product," he said.

When the customer doesn't see strong product, they think about other things.

He said the companies, with strong products and loyal customers, were finally addressing the fact that the nature of the business had changed considerably.

Those have to be very strong products," he said.

This produces a strong product with good insulation properties and environmental benefits.

Analysts say these are all strong products, but competition has intensified.