Metsä Focuses on Expanding Share Of Paperboard Market
brand customers that we are aiming to target also in the U.S. market.” From an overall macroeconomic perspective, globally speaking, Kaikkonen described the paperboard market as well supplied currently, despite inflation, which is taking a toll on the margins currently. “Longer term, we see a clear pattern that the consum- ers are relying more, and thinking more positively, about fi- ber-based packaging,” Kaikkonen said. “Brand owners are also following this trend very closely and making a plastic conversion into fiber packaging. The trend will be continu- ing. Clearly, in the surveys that we have seen, there is a
The Lead the Pack Strategy from Metsä Boards is, accord- ing to CEO Esa Kaikkonen, “a strategy where we are aim- ing for an immediate profitability turnaround first and then future transformation toward a premium packaging solu- tions company, providing holistic value to our customers.” During a recent press event hosted by the company, Metsä laid out its current market conditions and its plans for the future. The company began a transformation program last summer, the aim of which was to get stability to its perfor- mance and cash flows and then gradually move into pro- viding packaging solutions to its premium brand consumer packaging customers and being a leading partner in that space.
clear preference for fiber packaging. At the same time, we see regulatory initiatives, globally speaking as well, sup- porting this trend.” “Short term, the global paperboard market is soft, impacted by geopolitical uncertainty, cost inflation and weaker consumer demand,” said Erja Hyrsky, SVP, Com- mercial Operations. “But at the same time, the long-term outlook remains strong, driven especially by the increas- ing demand for renewable, recyclable and low-carbon packaging solutions. Folding box board in particular, is the fastest growing carton board grade. This is supported by the lightweighting and sustainability advantages, especial- ly in food and food service end-use segments.” “The white kraft liner market is growing,” said Minna Björkman, SVP, Containerboard. “So in the longer term, we are in a growth market. There are actually quite a few growth drivers for white kraft liners, such as retail-ready packaging and displays. Especially in the United States with club store concepts and the discounters. We can see growth in e-commerce and digital printing, where it is also very favorable for premium white surfaces. For brand owners, the corrugated packaging is no lon- ger only about the protection,” she added. “It’s very much also about the visibility and also about the brand impact. In that regard, our Kemi coated white top kraft liner actually creates value.” In terms of future growth, Hyrsky also stressed North America as an essential growth market.
Metsä’s porfolio is divided by 56 percent toward the consumer packaging sector (folding boxboards and food- service boards), 26 percent toward retail packaging (white kraftliners), and 12 percent toward market pulp (softwood pulp and hardwood pulp). The company aims to grow the consumer packaging side, possibly another 4 percent. Simultaneously, it plans to decrease the amount of market pulp in its portfolio go- ing forward. Worldwide, Europe represents more than half the com- pany’s volume (55 percent), with U.S. volumes compris- ing 30 percent and the remainder of emerging markets making up the final 15 percent. The company would like to drive further into the U.S. market and elevate its market share in coming years. Kaikkonen said the United States has limited local availability on high-quality lightweight pa- perboards, which is an area the company sees an area for growth. The company’s total paperboard deliveries in 2025 were 1.36 million tons. “We see clear growth opportunities in sustainable packaging for food and food service,” Kaikkonen said. “And then, of course, brand promotions through this, using the premium brands, using the high-quality paperboards that we are delivering and using that as a brand promo- tion. That gives a competitive edge for the customers, the 64 September 28, 2026 Metsä opened its new packaging design studio in Milan, Italy this summer.
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