Beiersdorf sees continued sales growth for 2014 in tough times

Having released its preliminary, unaudited figures for the last financial year in what the German calls a ‘challenging economic environment’, organic group sales were up by 4.7%, with the consumer business, which contains brands such as Nivea, Eucerin and La Prairie, doing the best.

According to its figures, the Consumer segment of its business saw a 4.8% increase in organic sales, whilst its tesa business segment also saw organic growth of 4.4%.

The highlight for the company’s personal care and cosmetics business is that all three of the aforementioned core brands had a good year and contributed to the positive sales trend.

Beiersdorf CEO, Stefan Heidenreich says that despite the economic challenges that the industry face, 2014 was still a successful year for the company.

“Once again we recorded clear sales growth, increased our market share, and further developed our innovation power and competitiveness,”​ he says.

“The stability and strength that Beiersdorf has achieved makes us confident about our outlook for 2015. At the same time, we are aware of the growing macroeconomic challenges in individual markets and are monitoring them closely.”​

Nominal figures​

When looking at the figures in nominal terms, the overall group sales increased by 2.3%, from €6.141 billion to €6.285 billion.

For the consumer business segment these sales were up 2.1% compared to last year, at €5.209 billion.

Beiersdorf has also confirmed its consolidated EBIT margin guidance excluding special factors of above 13%.

Cosmetics highlights​

In the cosmetics space, last year was a busy one for Beiersdorf having showcased and awarded the winners of its open innovation Pearlfinder initiative at the in-cosmetics event in its native Hamburg. The company also announced improvements to this initiative in December.​

Having spoken exclusively with Beiersdorf’s corporate vice president of R&D, Horst Wenck, at the Cosmetics Europe General Assembly in June 2014, about how consumer demand dictates the skin science​ that is researched.

This was followed by the news that Beiersdorf conducted research into skin irritation and its causes and then developed a new active ingredient to be used in its Eucerin skin care​ range.

The year also ended on a high with the news that the company was cooperating with Nobel Prize winner Professor Stefan Hell to develop a new microscope technology​ set to revolutionize skin-ageing research as it can represent cells more precisely.