Stockholm, Sweden, July 07, 2016 – Opticom International Research now presents the results of the 7th edition of the “Brand Equity Tracking Survey – Cartonboard: Brand owners”. This industry standard benchmark survey for cartonboard brands has been conducted among
351 consumer goods brand owners across 8 countries in Europe and active in one of the following 6 segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland.

The top European cartonboard brands according to the Opticom Brand Equity Index are:

Ranking 2016 (2014/2012*) Brand Owner of the brand
1 (3/2) Incada Iggesund
2 (1/3) Tambrite Stora Enso
3 (2/1) Invercote Iggesund
4 (7/11) Carta range Metsä Board
5 (5/7) Simcote Metsä Board
6 (11/10) CKB Stora Enso
7 (6/5) Alaska Plus International Paper
8 (8/8) Rochcoat/blanc/perle Careo
9 (-/4) BillerudKorsnäs BillerudKorsnäs
10 (9/9) Ensocoat Stora Enso
11 (4/6) Performa Stora Enso
12 (NEW) Algro Design Sappi
13 (NEW) Excellent Top MM Karton

* BEI 2012 based on recalculation including the 2012 data from Switzerland for comparison.

Both Iggesund and Stora Enso maintain their positions as owners of the most valuable brands since 2012. However, the competition is closing in with Carta range showing higher indices in both quality and loyalty than the leading brands and Simcote having a rather strong awareness index.

Compared to 2014, Algro Design (Sappi) and Excellent Top (MM Karton) have qualified for ranking for the first time; and BillerudKorsnäs (BillerudKorsnäs) is back in the ranking whereas Chromolux is exiting due to the lack of evaluations.

Main findings

The survey shows that the brand awareness levels are overall very low – similar to both 2014 and 2012 – and depending on the segment; brand owners active in Pharmaceutical & Healthcare show the highest level of awareness. On the other hand, prompted awareness levels are much higher and indicate a “passive” knowledge of the brands. The results show that the purchase/usage of a specific brand is no guarantee for its awareness among brand owners.

Cartonboard brands generally meet users’ expectations with the exception of value for money. In comparison with previous years, the gaps between the brand owners’ expectations and the brands’ performance are becoming more narrow overall, meaning the brands are better at meeting the brand owners’ expectations (with the exception in Value for money).

Overall brand owners are loyal to their current main brand and Carta range show the highest share of users (very) likely to continue using the brand.

Besides ranking the most valuable brands, the survey allowed us to look into what drives the choice and the purchase of a specific brand but also get insight into topics such as sustainability. Brand owners also shared interesting ideas on how to gain value from technical services and how producers could help them meet their most critical challenges.


About Opticom’s Brand Equity Index and the Cartonboard Tracking Survey

Opticom’s Brand Equity Index model assesses the impact of individual cartonboard brands, benchmarks the leading brands against each other and evaluates the success of individual brand strategies over time through four indexed key drivers of brand equity: spontaneous awareness, top-of-mind, qualities & associations and loyalty.

In order to improve the brand equity of their brands, brand owners should analyse the individual results for the different sub-indexes – both in comparison to the last survey as well as in relation to other brands – and determine where improvements can and need to be made. Do the brands get enough support in their marketing efforts? Do the cartonboard buyers understand that the things our brands are good at are important? Is the perception of the brand’s performance fair? Why have other brands with a similar positioning as ours been able to achieve more than our brand?

You can learn more by ordering the “Brand Equity Tracking Survey – Cartonboard 2016: Brand owners”. The survey is based on 351 interviews with brand owners active in six segments (Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits) in 8 European countries (Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland). The survey has an overall purpose to identify and track: Brand Awareness, Brand Performance, Brand Loyalty and Brand Equity measured through Opticom’s Brand Equity Index (BEI). A second survey is available: “Brand Equity Tracking Survey – Cartonboard 2016: Converters” based on 225 interviews done in the same 8 countries with cartonboard converters.

In addition to issues directly related to brand equity, the 2016 edition of the survey also studies buying behaviour by looking at buying determinants and drivers for brand choice, sustainability issues, as well as how producers of cartonboard can help the brand owners and converters to meet their critical challenges.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at:

Phone: +46 (0)8 50 30 90 04 • Mobile: +46 (0)708 39 90 04 • E-mail:

Opticom International Research is a leading global market research and consulting firm with the mission to help our customers improve their results by transforming data and knowledge into strategic advice and concrete action plans. Since 1987, we have been dedicated to serving clients within the pulp, paper & board industry with customised research services focusing on commercial and marketing related issues. In combining our large global in-house research capabilities, state-of-the-art information technology and our pulp & paper competence we have proven to be a unique partner for a number of leading forest products companies all over the world that value not only speed and quality but also cost effectiveness in surveys and analyses.

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