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Beiersdorf Shows Growth Across Markets in 2008
Posted: March 3, 2009
In fiscal 2008, Beiersdorf generated sales of €5,971 million, a 7.5% growth over 2007's €5,507 million. Its consumer business grew 8.6%.
"In the cosmetics business, Beiersdorf again outperformed the market significantly last year," said Thomas-B. Quaas, chairman of the executive board, Beiersdorf AG. "We systematically continued the process of focusing on skin and beauty care in the past year by selling equity interests, restructuring our consumer supply chain and generating double-digit growth with our global Nivea brand. These factors, together with the innovative strength of our research center, will be responsible for ensuring Beiersdorf's competitiveness in the coming fiscal year. We recognize the global dimension of the current economic crisis. It is not possible to make reliable forecasts in the present economic environment. Nevertheless, Beiersdorf will again outperform the market this year, and we remain committed to our goal of achieving a global market share of 5.5% next year."
Beiersdorf's three global skin care brands—Nivea in the mass market, Eucerin for dermocosmetics, and La Prairie in the luxury segment—contributed to positive sales growth with double-digit increases. Nivea's overall worldwide growth of 10.0% was driven by Nivea Deodorant, Nivea for Men, and Nivea Bath Care, as well as by the continuing success of Nivea Hair Care. The Eucerin brand recorded global growth of 12.6%. La Prairie generated sales growth of 12.3%.
Beiersdorf also saw particularly strong growth in the consumer business segment's strategic growth markets. In Eastern Europe, double-digit growth of 18.5% was generated, while consumer sales in Latin America rose by 20.9%. However, North America also achieved substantial sales growth again. The Africa/Asia/Australia region generated strong growth of 38.6%. Not including sales generated by the Chinese hair care and styling brands acquired at the end of 2007, sales in this region increased by 20.1%.
The complete report is available here.