Press Release - 9 January 2012
Own brands showcased at the world's largest paper industry trade fair Portucel Soporcel Group: a powerful presence at Paperworld 2012• Group brands boost sales and extend market leadership
• Group now sells to 114 countries around the world
• Navigator, the world's leading brand in its
segment, celebrates 20th birthday in 2012
The Portucel Soporcel group, Europe's leading manufacturer of
uncoated woodfree printing and writing papers, will once
again show its products at Paperworld, a global trade fair
for the paper and office materials industry, held once more
in the German city of Frankfurt, from 28 to 31 January.
This important event will offer the Group yet another
opportunity to present itself as the leading company in the
market and to showcase its successful policy of developing
its own brands.
The Group will use the fair to present the latest products
sold under its Pioneer, Navigator, Discovery, Inacopia,
Explorer and Multioffice brands, all of them market
leaders.
One of the products in the spotlight is Pioneer Fresh
Inspiration 75 g/m², a lightweight paper product offering
clear environmental benefits whilst maintaining all the
quality credentials enjoyed by the brand in the eyes of its
consumers. This product launch has consolidated the brand's
commitment to the premium segment and is designed to satisfy
consumers with a new attitude to natural resources. The
marketing claim "Do more with less" reflects the Group's
ground-breaking approach to paper with a lower grammage than
the traditional 80 g/m2.
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In terms of results, the top performing brand is Navigator,
the world's leading brand in its segment, now celebrating its
20th birthday. Navigator is currently sold in
more than 90 countries and recorded growth of 5% in the first
eleven months of 2011, in relation to the same period in the
previous year.
With a fresh new image, the Discovery brand has consolidated
its presence on the European market with growth of
approximately 19% in the first eleven months of 2011. Growth
at this level was also enjoyed by the Inacopia brand, now
celebrating the 30th anniversary of its launch.
Explorer also achieved remarkable growth on the European market, with sales up by more than 53% in 2011 in relation to the previous year, thanks to the extension of the distribution network to central European countries.
Group increases share of European paper market
Despite difficult market conditions, the Group's brands have
recorded excellent growth. The Group continued to place all
its output on the market, allowing it to achieve an increase
in the overall value of paper sales.
In the first eleven months of 2011, the mix of products sold
performed well, with premium products accounting for 60% of
sales in quantity in Europe. Growth of 13% over the period in
the quantity of paper sales meant that the Portucel Soporcel
group's mill brands accounted for 59% of all sales of
cut-size products.
The Group has continued to extend its presence around the world, increasing the number of countries to which it regularly sells its products to a record total of 114 (November 2011). Thanks to this performance, the Group represented 48% of total UWF exports by European manufacturers and 62% of cut-size exports. In strategic markets, the Group achieved extremely high export shares, accounting on its own for 76% and 62% respectively of UWF exports from Europe to the USA and Africa.
Significantly, from January to September 2011, the Group
accounted for 2.9% of Portugal's total visible exports,
incorporating a high coefficient of national value added.
The Portucel Soporcel group operates in one of the backbone
sectors of the Portuguese economy and enjoys a leading
position in the international pulp and paper markets. As a
vertically integrated forestry group, it owns Portugal's only
forestry
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research institute dedicated to studying the eucalyptus
species, leading the world in genetic improvement of
Eucalyptus globulus. It is also Portugal's top producer of
certified plants and its largest forestry operator, managing
120,000 hectares of certified woodlands. To cap all this, it
is the leading European manufacturer of eucalyptus cellulose
pulp, and the fourth largest in the world, the leading
Portuguese producer of energy from biomass, the largest
European manufacturer of office paper, and the sixth largest
in the world, accounting for 9% of conventional and
containerized export cargo handled at Portuguese ports and
for a significant proportion of Portugal's visible
exports.
www.portucelsoporcel.com
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