Beiersdorf generates the largest share of sales with Nivea products.
Image: dpa
The consumer goods manufacturer is not promising any excitement. But there are opportunities, and many analysts see room for improvement for the price.
Whe has often had bad luck when he wanted to buy shaving cream in the last few weeks: the rule was empty, at least where the Nivea brand, which belongs to Beiersdorf, actually had its place. Were these delivery bottlenecks in the course of corona lockdowns or because of the Ukraine war? Not at all. These retail gaps are testimony to what is arguably the most important battle Beiersdorf Group management has had to wage this year: getting higher prices from retailers whose power is legendary.
The trick for Beiersdorf is to sell at such a high price that the cost increases are offset as well as possible. At the same time, the retail price must not be too high, because the customers could then be frightened and turn to a cheaper product, in the worst case from another supplier. When it comes to shaving foam, Nivea recently settled the matter, at least in Germany. Retailers are restocking their shelves. “Fortunately, Nivea is a brand that is not so easily delisted,” said Beiersdorf CEO Vincent Warnery at an analysts’ conference on the occasion of the report after the third quarter.