Beiersdorf Cuts Sales Guidance as Nivea Turnaround ‘Remains Too Isolated’
The German beauty group plans more consumer spending and a new 18-month turnaround to restore Nivea growth after first-half sales fell 6.8%.
- Beiersdorf cut its 2026 sales guidance, citing a "difficult market" where Nivea turnaround plans are moving slower than expected. Organic sales in its consumer division fell 4%.
- Sales of Nivea declined 6.8% in the first half of 2026, reflecting "temporary sell-in headwinds including customer conflicts, a later than expected sun season start in Europe, as well as trade destocking and innovation phasing effects."
- While Nivea struggled, Beiersdorf's derma business grew 7.8% on an organic basis, driven by Eucerin innovations. Prairie sales declined 6.9% but rebounded with 2.2% growth in the second quarter.
- CEO Vincent Warnery announced an 18-month turnaround plan to strengthen Nivea's competitiveness. Beiersdorf will increase media spending by €100m in the second half of the year to support the initiative.
- Beiersdorf aims to return to net sales growth by 2027 and profitable growth from 2028, focusing on "reigniting growth across all categories" and tailoring offerings to "market-specific consumer needs.
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A double-digit return on sales does not look like a crisis. However, Nivea, Beiersdorf's most important sales provider, weakens considerably. "Decided measures" are now being announced.
Beiersdorf announced a cut in its estimates for 2026, reflecting a slower recovery than expected for the brand Nivea and an adverse market environment. Exclusive material for subscribers. To have full access, access the link of the material and register.
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For this year, the Hamburg-based company is now expecting a decline in sales in its consumer sector. A "turnaround plan" is to be set up for Nivea.
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