Beiersdorf Achieves Annual Sales Growth

Beiersdorf Group’s sales for fiscal year 2011 show nominal sales growth of 1.1% to $7.3 billion. The consumer business segment’s sales increased 1.1% to $6.1 billion.

According to the company, which ranked No. 7 in Happi’s International Top 30 with annual sales of $7 billion, performance in the global consumer markets differed substantially. Business in the United Kingdom and Russia was extremely positive, while sales in other European countries did not match prior-year levels due to the streamlining of the product range, among other things. The segment’s growth in Latin America was particularly strong. In the Africa/Asia/Australia region, sales were up only slightly on the previous year, due to the impact of the reorganization of business structures in China.

The tesa business segment again performed extremely well in 2011, growing by 7.9% on a like-for-like basis and recorded sales of $1.2 billion.

“We realigned and strengthened our consumer business in 2011 by comprehensively streamlining our product assortment and thanks to the global marketing measures relating to the 100th anniversary of our Nivea brand. Parallel to this, we saw excellent sales growth at tesa. Towards the end of the fiscal year, we took a second step in the form of fundamental decisions on the regional realignment of our consumer business that will improve our future profitability considerably. Optimally aligning our structures with the regions and markets will significantly increase our competitiveness in the future,” said Thomas-B. Quaas, chairman of the executive board of Beiersdorf AG.