Beiersdorf middle east posts 22.3% regional net sales growth over 2007
Forecasts another successful year for 2009
Financial woes? Not so for the Beiersdorf Group, the world’s largest skin and beauty care manufacturer that came to fame with its renowned NIVEA brand.
Robert Taylor-Hughes, Managing Director and CEO for the Middle East and West Asia published year end results for the regional operation: “Our in-market sales show a 22.3% increase versus 2007, this is almost three times ahead of the regional market growth of around 8% in 2008 and fully in line with our ambitious annual business plan.”
In addition to outstanding sales figures, Beiersdorf Middle East majorly improved its market positions across the 16 countries responsible for, and added three number 2 and five number 1 positions, taking the total to 48 leading category positions across nine countries the company is officially audited for by Nielsen.
A TNS 2008 consumer insight survey furthermore puts NIVEA as the brand most top of mind, most liked and most purchased in the past twelve months in the categories in which they operate.
The Beiersdorf Group also had an excellent global performance in 2008 far outgrowing the global cosmetics and toiletries trends with net sales of €5.9bn, plus 10.6% growth adjusted for currency effects versus 2007, compared to global growth of around plus 3%. This puts the group ‘best in class’ versus their key competitors. The group also reached 136 worldwide number 1 categories by the year end. Testament to its success, Beiersdorf was recently elevated from the MDAX to the DAX in Germany as a safe haven for shareholders in deepening difficult economic times. The NIVEA turnover at Recommended Selling Prices already topped €6.3 billion in 2007 according to Euromonitor data.
When asked what were the highlights of the year, Taylor-Hughes commented: “Definitely the regional rollout of the global brand campaign ‘Beauty is…’, It was a striking campaign adapted skilfully to this region and we were recognized within the group as having the best global execution. Another highlight was the opening of the second global
NIVEA Haus Spa in Dubai Mall. It was a 12 month project which ate into virtually all my spare time as project manager and co-designer, but the end result was well worth the effort; we have created a true consumer brand experience and engagement destination to be proud of, and offer a real blue ocean opportunity compared to our competitors”.
Finally when asked about the problems facing the region in 2008, Taylor-Hughes reported: “We are very fortunate to have a brand that can ride out economic downturns, our experience shows consumers buy above all; value for money, high quality, brands they know and trust, they tend to experiment less, yet wish to treat themselves to small luxuries during such periods. NIVEA ticks all of these boxes so we expect another successful year in 2009, with very little adjustment to our forecasted plans”.
