Iggesund Paperboard’s market-leading brands Invercote and Incada have once again managed to secure their positions among the three most valuable brands in the European market, according to a brand survey of European paperboard converters and brand owners done by Opticom International Research. The converters chose Invercote as the clear leader, significantly ahead of number two, Performa, from Stora Enso. Incada was placed third among the 14 brands that qualified for the list of European leaders, according to the converters.
Both the company Iggesund Paperboard and its product brands Invercote and Incada have a high and growing recognition factor. Given that Iggesund’s competitors, Stora Enso and Metsä Board, are both considerably bigger companies, this recognition is even more notable.
Opticom also produces a corresponding ranking of paperboard brands based on interviews with owners of consumer brands in six market segments – dry foods, chilled and frozen foods, chocolate and confectionery, wines and spirits, fragrances, cosmetics and beauty care, and pharmaceuticals. Both Invercote and Incada are the leaders with a wide margin, coming first and second respectively in the segments of fragrances and 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,” comments 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.”
