Beiersdorf boosts market share

Beiersdorf Romania, the local branch of the German manufacturer of cosmetics and personal care products Beiersdorf AG (BDF), did not achieve its turnover growth target last year. “We set out to attain 20% growth, bringing us to 18m euros last year, but failed. The market for personal care products has been dwindling in Romania over the last few years, as market surveys show, and I think it was partly due to the loans people took out to buy durable goods,” explained general manager Richard Frisch. This year’s growth target stands at around 10%. Beiersdorf’s sales rate last year was higher than their competition’s, according to Frisch. Its brands’ overall market share went up to 11.2%, compared with 9.2% in 2002, according to data provided by market research company ACNielsen Romania, and cited by the Beiersdorf official. The company is active across all sectors of the personal care product market through its Nivea brand. It sells two more brands besides Nivea in Romania, Atrix and 8×4. “Deodorants and facial creams were the best-selling products last year, though the most dynamic products were the male grooming goods, such as aftershave. The growth of the male grooming market is actually a trend that has been going on for several years now,” Frisch added. ZF