Nivea's manufacturer, Beiersdorf, has announced that it expects organic growth to slow down later this year. The German company has justified this slowdown by citing weaker demand in the global skin care market.
Beiersdorf explained that it expects organic sales to grow by 4% to 6% in 2025, down from the 6.5% increase to €9.9 billion it reported for the previous year. The company had forecast organic sales growth of around 6% to 8% in 2024.
Although Beiersdorf's main skin care brands, such as Nivea and Eucerin, remained resilient, weak Chinese demand for luxury products and changing consumer preferences in the region have weighed on the revenues of the company's high-end brands. This is the case for La Prairie, which posted a 6.2% decline in sales, while sales at Nivea and its skin care business were up 9% year-on-year.
The FMCG manufacturer closed 2024 with sales of €9.85 billion, an increase of 4.3% year-on-year. Beiersdorf CEO Vicent Warnery explained that “we are on the right track with our vision to be the best skin care company in the world.”
Nivea achieved revenues of 5,601 million euros, up 6%, thanks to both higher sales volumes and price adjustments. Sales of the Derma division, which encompasses brands such as Eucerin and Aquaphor, increased by 9.6% to 1,372 million euros, making Eucerin the second highest-selling brand in the company's portfolio.