Invercote is most valuable brand

Iggesund Paperboard’s Invercote and Incada have been assessed respectively as the number one and number three most valuable brands on the European paperboard market.

These were two of the findings of a newly-released brand survey of European paperboard converters and brand owners by Opticom International Research.

In a press note, Iggesund said the converters chose Invercote as the leader, significantly ahead of the number two brand, Performa from Stora Enso.

Incada was placed third among the 14 brands that qualified for the list of European leaders, according to the converters.

Value for money and quality consistency were said to be the most important factors for converters’ choice of paperboard. Their highest service priorities were availability and delivery reliability.

Opticom produces also a ranking of paperboard brands based on interviews with owners of consumer brands in six market segments: dry foods, chilled & frozen foods, chocolate & confectionary, wines & spirits, fragrances, cosmetics and beauty care, and pharmaceuticals. Iggesund said that Invercote and Incada were the leaders by a wide margin, coming first and second respectively in the segment of fragrances, cosmetics and beauty care.

“Of course the study is limited to Europe but it still reinforces our sales reasoning as we try to broaden and increase our sales in both Asia and the US,” said Arvid Sundblad, VP director sales and marketing and in charge of Iggesund Paperboard’s global sales.

“Our new service solutions in Asia and on the US West Coast give us a new competitiveness in these markets that we previously lacked. In addition, European brand owners who manufacture in Asia can now be more secure in knowing that they can use Invercote there as well.”