Mikael’s speech focused on “The global consumer perspective on the environment and sustainable forestry”. Consumers around the globe get more environmentally conscious, their concerns are rapidly growing, and we are all aware of that. Most of us wants to do the right thing, but sustainability is a complex matter. Mikael presented results from a global survey investigating consumer perceptions around environmental impact on purchasing behavior, concern for climate change and raw material usage, knowledge about forest management and the Importance and relevance of certifications

The program and presentation is available on www.europulp.eu

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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: cecilia@opticom.se

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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The Swedish government decided on 24 March 2011 to call for a special investigator to submit proposals on how the patient’s position in and influence over health care can be strengthened. The study has adopted the name of Patient Power Inquiry (Patientmaktsutredningen). Yesterday, the study submitted its interim report Patient law (SOU 2013:2).

In this preliminary report a new patient law is suggested by the investigation in accordance with the government directives. The suggested new law addresses how patient choice in healthcare can be further strengthened; how the patient’s need for support, advice and information should be met in relation to the guarantee for and free choice of care; and how the authorities should work to strengthen the position of the patient.

In order to better understand the local and national initiatives that are undertaken by various stakeholders on local, regional and/or national level, Opticom has conducted a number of Stakeholder management projects focusing on the topic of patient power in specific therapeutic areas. The outcome of these projects have contributed to a better understanding of stakeholder roles and attitudes towards increased patient influence, an updated overview of initiatives and best practices as well as a strong platform for improved relations and increased cooperation with external parties. In addition, these projects have formed a solid foundation for workshops to kick-off of internal activities to work more patient-oriented.

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Nine out of ten Swedes think it is very important to keep research in pharmaceutical companies in Sweden. A majority of citizens is willing to pay more to get access to new and modern pharmaceuticals. At the same time, the industry thinks the biggest threat to the industry is the lack of willingness to pay for innovative pharmaceuticals. This is one of many interesting results which appear in a new survey on the pharmaceutical industry. Continue reading

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