Beiersdorf AG in Beauty and Personal Care

Company Profile

About This Report

Aug 2018

Amidst growing competition, changing consumer demand and surging product innovation, the beauty market’s complex landscape makes it challenging for Beiersdorf to match industry growth. While the company’s strength rests on mass-driven Nivea, Beiersdorf should look at increasing the brand’s appeal among the youth. Eucerin and La Prairie could also benefit from technological innovations aligned with global trends to expand geographical footprint and diversify company revenue streams.

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Beiersdorf AG in Beauty and Personal Care

Euromonitor International's report on Beiersdorf AG delivers a detailed strategic analysis of the company's business, examining its performance in the Sets/Kits market and the global economy.

Company and market share data provide a detailed look at the financial position of Beiersdorf AG, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Beiersdorf AG.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Beiersdorf AG provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Sets/Kits research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the report


Strategic Evaluation

Key findings (1)
Companies at a glance
Global footprint
Company overview
SWOT: Beiersdorf AG
Strategic objectives and challenges

Competitive Positioning

Mass driven focus and slow-moving innovations hurt growth
Competition rises amidst rivals’ acquisitions and product innovations
Core categories sustain strong global positions
Nivea: Beiersdorf’s largest revenue generator

Beauty and Personal Care Review

Emerging markets targeted for growth
Beiersdorf strengthens its position in China and India
Toughening skin care market offers challenges and opportunities
Opportunities arise with consumers’ interest in anti-pollution products
Rising concern for sun care protection offers prospects for expansion
Men’s toiletries needs uplift in key growth markets
Nivea Men could consider expanding in male beauty
Competition intensifies in men’s shaving
Deodorants could follow a multi-brand strategy

Brand Strategy

Nivea, Eucerin and La Prairie: Beiersdorf’s bastion brands
Nivea drives revenues but narrowness makes future insecure
Eucerin faces intensifying competition from dermocosmetic rivals
La Prairie: Beiersdorf’s prestige proposition
Consumer perceptions of top Beiersdorf brands


Focus on recovery in categories where share is falling
Growth exposure: Brazil key to future success
Key findings (2)


Overview of beauty survey
Overview of beauty survey: product and brand coverage
Market overlap
Overlap matrices
About Euromonitor International’s industry forecast model
Soft drivers and the industry forecast model
Growth decomposition explained
Significance and applications for growth decomposition