• Opticom

​Iggesund, Stora Enso and BillerudKorsnäs: owners of the most valuable brands of cartonboard

Since the first survey conducted in 2004, Opticom’s brand tracking survey has been the industry standard benchmark by which all virgin fibre cartonboard brands are evaluated.

For the 8th time, Opticom has identified and ranked the most valuable virgin fibre cartonboard brands in Europe through in-depth interviews with 212 converters and 291 with brand owners across 8 countries: Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland.

Main findings

  • Both Iggesund and Stora Enso continue to maintain their positions as owners of the most

valuable brands since 2012. However, BillerudKorsnäs is challenging the top brands by

taking the 6th place among converters and the 3rd among brand owners.

  • The survey shows that there is a clear correlation between the brands purchased and the

ones mentioned spontaneously among converters. This is less true among brand owners

except for BillerudKorsnäs. The brand the most well-known among converters is

Invercote and among brand owners Tambrite.

  • 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. Metsäboard Pro is the best brand at fulfilling converters'

expectations and conversely Ensocoat for 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.

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