1. Pure-play paperboard company
Metsä Board has gone through a substantial transformation process from a loss-making paper producer into a profitable paperboard company. Year 2017 was Metsä Board’s first full year as a pure-play paperboard company. Metsä Board’s main products are folding boxboard and white kraftliners,which are used especially in consumer goods packaging, retail-ready and food service applications. The pure fresh fibres Metsä Board uses are a renewable resource, 100% traceable to its origin in sustainably managed northern forests.
2. Strong market position
Metsä Board is a leading European producer of folding boxboard and white kraftliners. Metsä Board has established its strong market position in Europe with long-lasting customer relationships – especially with brand owners.
In the Americas, and especially in the USA, Metsä Board is among the biggest importers of folding boxboard and coated white-top kraftliner.
Several factors support the growth in the Americas: 1) limited local availability of premium, lightweight folding boxboard 2) non-integrated converters looking for alternative suppliers in paperboards, and 3) strong demand in food service applications made from fresh fibre paperboards. The rise of discounters and growing e-commerce are increasing demand for high-end white kraftliners in Europe and in the Americas.
In the Asia-Pacific region, Metsä Board focuses on premium segments and aims for moderate growth, primarily in cooperation with brand owners.
3. Global megatrends are driving stronger demand for sustainable packaging
Global megatrends – such as population growth, urbanization and sustainability – increase demand for sustainable, safe and high-quality packaging.
The importance of resource efficiency is increasing, which is reflected in lifecycle and circular economy thinking. Regulation increases obligations, and the requirements imposed on product safety are increasing, especially in food packaging. Metsä Board supports sustainability by reducing its use of raw materials, water and energy in its production. Product safety relies on using pure fresh fibre from sustainably managed forests. The company has been recognized several times by external parties for its sustainability performance.
Together with the customers, Metsä Board aims to develop , more environmentally friendly and efficient packaging solutions and use the potential of lightweight fresh fibre paperboards in an innovative way.
The company is also investigating and developing bio-based barrier solutions as well as their commercial potential.
4. Metsä Board is a growth company
Metsä Board’s target is profitable growth exceeding the average market growth. Global demand for folding boxboard and white kraftliners is expected to grow by approximately 3–4 per cent a year.
Metsä Board’ paperboard deliveries have grown during 2013–2017 by 12 per cent per year on average. More and more, fresh fibre paperboards have replaced plastic and recycled paperboard, particularly in food and food service packaging. The investment programme at Husum (2015–2016) increased Metsä Board’s folding boxboard capacity by nearly 400,000 tonnes and white kraftliner capacity by 270,000 tonnes.
In addition, Metsä Board started up a new extrusion coating line in Husum in April 2017. PE-coated paperboards will generate sales in the food service segment.
5. Self-sufficiency in pulp
Metsä Board has self-sufficiency in pulp, which ensures both quality and availability in production. Both chemical softwood and hardwood pulp as well as mechanical pulp (BCTMP) are used in the production of Metsä Board’s paperboards. In addition to the company’s own pulp production, Metsä Board owns 24.9 per cent of its associated company, Metsä Fibre. Metsä Board’s total pulp balance is over 500,000 tonnes a year long. Excess volumes are sold to the market.