Packaging Solutions
Iggesund Paperboard, which is part of the Holmen Group, has the two most valuable paperboard brands in Europe, according to a brand survey carried out by the analyst firm Opticom International Research.
Over 200 converters rank Invercote and Incada from Iggesund at the very top.
The survey encompasses converters in Germany, France, the UK, Italy, Spain, Switzerland, Belgium and the Netherlands in the packaging segments including pharmaceuticals and health care products, cosmetics and beauty, chocolate and confectionery, dry foodstuffs, frozen and chilled foods, and wines and spirits. The study has been done every second year since 2004 and Iggesund’s brands have consistently placed at the top.
‘Every time we place highest in this survey we get confirmation that both our paperboard families offer what the market wants,’ commented Kenneth Nysten, sales and marketing director at Iggesund. ‘Of course, it is particularly pleasing that the survey participants are converters, who make their living from transforming this white and lightweight paperboard into functional and elegant packaging.’ The survey also concludes that high quality and sustainability characteristics are becoming more and more important as selection criteria. Converters also have high expectations on properties such as printability, runnability in the conversion process, and folding properties – all of which both Invercote and Incada achieve with ease. Iggesund and Stora Enso are perceived as leading the paperboard market with regard to sustainability, even though the majority of the respondents do not see any clear leader within the industry. ‘The converters’ opinion, not least the fact that they single out runnability and product quality, reinforces our view that we are heading in the right direction. Their appreciation of our sustainability work is also important and a strong argument in favour of our products,’ Kenneth concluded. Europe’s most valuable paperboard brands for converters according to the survey: 1. Invercote (Iggesund) 2. Incada (Iggesund) 3. Tambrite (Stora Enso) 4. Ensocoat (Stora Enso) 5. Performa (Stora Enso) 6. BillerudKorsnäs (BillerudKorsnäs) 7. CKB (Stora Enso) 8. MetsäBoard Pro (Metsä Board) 9. Alaska Plus (International Paper) 10. MetsäBoard Classic (Metsä Board) 11. MetsäBoard Prime (Metsä Board)
Nearly 300 brand owners were also asked what their favoured brand was. The results from this are:
1. Tambrite (Stora Enso)
2. Incada (Iggesund)
3. BillerudKorsnäs (BillerudKorsnäs)
4. Ensocoat (Stora Enso)
5. Invercote (Iggesund)
6. Performa (Stora Enso)
7. Roch-range (RDM (Careo))
8. CKB (Stora Enso)
9. MetsäBoard Prime (Metsä Board)
10. MetsäBoard Classic (Metsä Board)
Product quality drives the selection of which brands to use for the consumer packaging and most specifically the consistent quality is the most important criterion for both converters and brand owners.
Both converters and brand owners are very loyal to their brands used. Incada scores the highest on the loyalty aspects among converters and Tambrite among brand owners.
