Beiersdorf has seen an organic sales increase of 6.3% in the first quarter of 2021.
Group sales for Q1 stood at €1.9 billion, with the company declaring a ‘solid start’ to the new fiscal year, despite the challenges brought about by the COVID-19 pandemic.
Despite a difficult market environment, especially in Europe, Beiersdorf’s consumer business segment saw 2.7% organic sales growth in Q1, taking sales to €1.5 billion. The upward trend was driven by the group’s Eucerin and Aquaphor dermatological brands, as well as exclusive skincare from La Prairie. The company’s online business sales were up by more than 70% in the first three months of the year, compared to the same period in 2020.
In Q1, the NIVEA core brand achieved a turnaround from the same period last year, with organic sales growth of 0.5%. While the pandemic continued to impact sales of sun and lip care products, there was greater demand for face and body care products.
The Eucerin and Aquaphor brands continued the previous year’s sales success, achieving 12.1% growth in Q1. Substantial sales were recorded, especially in the US and Latin America. La Prairie, which provides exclusive skincare, remained the brand most heavily impacted by the COVID-19 travel restrictions. Almost a quarter of all doors remained closed at the end of Q1 – the majority of the brand’s important travel retail business. Despite the restrictions, sales were up 17% in the first quarter due to significant growth in Asia, led by domestic travel in China.
Beiersdorf achieved a further milestone as part of its Care Beyond Skin sustainability agenda. The NIVEA Naturally Good face care range is to bring the first climate-neutral products to market in approximately 30 countries, with more set to follow. With this step, the group is working hard on its transformation towards greater sustainability and a reduced environmental footprint.