Beiersdorf AG in Beauty and Personal Care

July 2021

Consumption patterns, channel dynamics and beauty routines suffered disruptive shifts due to lockdown measures, selective retail, business closures, and travel restrictions. As seen in previous crises, staple toiletries showed more resilience than discretionary and premium beauty. Beiersdorf has maintained a competitive advantage, thanks to its mass portfolio, massive digital investment, and very aggressive marketing campaign for the Eucerin brand, centered on priorities for health and wellness.

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Euromonitor International's report on Beiersdorf AG delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care 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 SWPT 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 Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report



Executive summary

State of Play

Top companies at a glance
Beiersdorf´s global footprint
Steady results despite pandemic and underperformance in Europe
Growth decomposition
Consumer perceptions of top Beiersdorf

Exposure to Future Growth

Impact of COVID-19 on Beiersdorf
Beiersdorf’s purpose-driven response to the pandemic
Facial care has potential in many markets, boosted by dermocosmetics
Business models become key to face the challenging scenario

Competitive Positioning

2020 performance was strongly related to portfolio segmentation
Key categories and markets
Beiersdorf explores opportunities outside Europe
Beiersdorf maintains its competitive advantage

Skin Care

Skin care is the core of the Beiersdorf business
Nivea innovations and new subbrands weather the storm
From body care to hand care, especially during the pandemic
From sustainability to purpose: Beiersdorf
Projected sales
Dermocosmetics drives growth within skin care

Sun Care

Home seclusion during the pandemic means negative growth in sun care
Baby and child-specific sun care depends on consumer awareness
Projected sales growth in key markets in sun care

Key Findings

Executive summary


Projected company sales: FAQs
Projected company sales: FAQs
Overview of beauty survey: product and brand coverage
Overview of beauty survey

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

See All of Our Definitions

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