This has happened while they have maintained (and actually increased) their share of the total economy-wide value added in the Nordic countries (see Figure 9). This has mainly happened because of two reasons. Firstly, the paper industry is producing a different mix of products today as production of for instance printing paper is declining (because of reduced demand), and production of cardboard is increasing. The change has on average decreased the average energy intensity of the products.16 Secondly, the paper industry has invested heavily in energy efficiency.