Beiersdorf cosmetics sales were steady in 2013

By Simon Pitman

- Last updated on GMT

Related tags Consumer business segment European union

Beiersdorf cosmetics sales were steady in 2013
The Germany-based Nivea brand owner says that sales in its consumer business segment were steady during 2013, with preliminary results showing that nominal sales were up 1.1%.

The group results were boosted by the company’s tesa business, which showed stronger growth than the consumer business segment, helping to drive total nominal sales up 1.7% to €6.14bn.

The unaudited figures showed that organic group sales were up by 7.2%, a figure that mainly reflected positive currency translations, as the Euro has gained in strength against other currency during 2013.

In the mainstay consumer business segments, which account for the company’s cosmetic and personal care activities, sales were up by 7.0% in organic terms, to reach €5.1bn.

Development programme helps turn story around

CEO Stefan Heidenreich, said that the company’s Blue Agenda development programme, first launched in 2012, had helped to increase growth and margins during the course of 2013.

“Now during 2013 we have seen the first results of its implementation. The excellent growth dynamic achieved in 2013 across all areas of the group shows that this course is the right one,”​ said Heidenreich.

Although growth in the consumer business failed to shine, the company said that sales for the three core brands – Nivea, Eucerin and La Prairie – remained strong throughout the year.

Western European market turns a corner

On a regional basis the most significant result was the fact that the Western European market recorded a positive trend for the first time since the economic downturn took a grip in 2008.

Otherwise, both mature European markets and emerging markets saw what the company referred to as ‘clear sales growth’, compared with previous years.

Sales in the South America region were driven by strong gains in the Brazil market, whereas the Africa/Asia/Australia region was largely driven by gains the China market.

The company said that, according to the unaudited results, it believes that the EBIT margin guidance should still be around 13% for the year, while the final audit figures would be published on March 4th​, 2014.

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