Beiersdorf increased sales in the first quarter of 2012 by 6.9% compared to the previous year. The company’s consumer business segment recorded growth of 6.8%, which Beiersdorf attributes to its new corporate strategy. The company also benefited from a positive overall market trend in the first three months of 2012 after the weak business performance seen in Asia and Europe in the first quarter of the previous year. Positive calendar effects also contributed to the sales increase. Group sales increased by a nominal 9%, a rise in organic terms of 6.9%, compared with the prior-year figure (€1,406 million), to €1,533 million.
Sales of the company’s Nivea brand rose 10.1% compared with the same quarter of the previous year, and dermocosmetics brand Eucerin generated sales growth of 7.8%, continuing its strong prior-year performance. La Prairie recorded a decline in sales of 1.2%.
The global consumer markets turned in highly mixed performances. Europe recorded a 4% rise in sales while Germany saw 6% growth after a weak prior year. In Western Europe, sales grew by 1%, while 10.3% growth was seen in Eastern Europe, with Russia and Poland recording particularly dynamic performances. Sales in the Americas climbed 9.7%, with Beiersdorf’s Latin American operations being particularly successful (+16%). Sales in North America were up slightly (+0.6%) on the previous year, and the company recorded a 12.7% increase in sales in the Africa/Asia/Australia region.
Confirming its outlook for 2012, the company aims to improve sales as against 2011. The operating EBIT margin in 2012 should be approximately 11–12%, and in the consumer business segment, Beiersdorf anticipates growth in line with the market in 2012.