Nivea brings Beiersdorf business to over 40m euros

Beiersdorf, which sells the Nivea brand, expects to maintain last year’s 20% growth rate in 2008, which would bring the group’s business to 43 million euros, against last year’s estimated 36 million euros.
“We met our target and advanced at the same rate as the market, by at least 20% against 2006. The market has helped us a lot, since female consumers are eager to test new products, and are discovering new market segments. In 2008, we believe we will maintain the same growth rate, because there are no indications that the market will slow down,” said Dan Zloteanu, marketing manager of Beiersdorf Romania.
According to company data, 90% of Beiersdorf’s sales are generated by the Nivea brand, while other brands include Labello, 8X4, La Praierie, Juvena, Eucerin, Atrix and Florena.
“Purchasing power has increased, families are helped by those working abroad, basic needs such as nutrition are taken care of, so female consumers are moving to the next level. Crediting has meant whole new ranges of products are affordable, while consumers are no longer satisfied with just the basic products- they want more. All of this, coupled with the development of modern retail, will lead to a high increase in consumption,” explained Zloteanu.
According to the data provided by market research company Nielsen, the cosmetics market (excluding make-up, hair dye and perfumes, and direct sales) reached 150 million euros in the first ten months of last year.
Beiersdorf held a 14.6% of the market in 2007, compared with 14.4% in the previous year, according to company information.
A new trend on the cosmetics market is the migration from low-cost products to brand name products, according to Beiersdorf’s marketing manager.
“Clients are more demanding, and the battle has now moved from the low-cost segment towards more sophisticated products, which are based on innovation and advanced technology (…),” added Dan Zloteanu.