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Reporting its preliminary financial results for 2012, Beiersdorf Group saw consistent growth during the year, as the company’s sales rose by 4.7% in organic terms in the past fiscal year. In nominal terms, sales increased by 7.2% to €6 billion from €5.6 billion, and organic sales in the consumer business segment increased by 4.9%.
“On the whole, we are satisfied with 2012. We can see that we are on the right track with our ‘Blue Agenda,’ our strategic compass,” said Stefan F. Heidenreich, CEO of Beiersdorf AG. “ We have strengthened our Nivea core brand and gained market share in many countries. Both the consumer and tesa business performed well, in particular in the emerging markets. In addition, we significantly improved our innovative capabilities. These are important first steps on the road to a successful economic future for Beiersdorf. It is important that we hold our course in the coming years and systematically continue the change process we have started.”
With the consumer business segment’s increased organic sales of 4.9%, in nominal terms, sales rose by 7.5% to €5 billion (previous year: €4.69 billion). And Beiersdorf’s three core brands—Nivea, Eucerin and La Prairie—showed an encouraging performance.
In Europe, the consumer business segment recorded slight growth. Sales of the Nivea core brand in Germany were on a level with the previous year while sales in Western Europe (excluding Germany) were down on the prior year, as expected. Alongside the streamlining of the company’s product range in 2011, the effects of the weak economy and the associated deterioration in consumer climate in particular were felt across large parts of Europe. The company did generate strong sales growth in Eastern Europe, in particular in Russia and Poland. Additionally, sales in Latin America developed well, mainly in Brazil, and Beiersdorf also recorded strong growth in the Africa/Asia/Australia region. Sales in China were on a level with the previous year, in line with planning.