The results of Opticom International Research’s third pan-European study Brand Equity Tracking Survey - Cartonboard for Consumer Packaging show that brand owners are gaining power in cartonboard purchasing.
The study ranks brands of virgin fibre cartonboard on how well known they are in the market, how well they meet customers' expectations on a number of quality performance criteria, as well as the loyalty towards them. It also identifies buying behaviour and purchasing power trends. The results are based on interviews with more than 700 professional cartonboard buyers among both converters and brand owners from selected end-use segments in Western Europe.
“Iggesund Paperboard is strengthening its position and its brands should be considered to be the two most valuable brands in Europe,” says Opticom. “Korsnäs continues to climb in the ranking list with Frövi, and Stora Enso is both a winner and a loser, with Neocart tumbling down while its corporate brand is rising. M-real is gaining with Simwhite/Simcote but is the biggest loser, with Avanta falling out of the ranking list.”
In contrast to the results for converters, the study reports it is harder to say who should be considered to be the strongest players among brand owners. “Iggesund and Stora Enso do not take a lead that is as strong as among converters, whereas Korsnäs and M-real appear to have succeeded better in reaching out to this important customer group.”
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