Fewer products, more margin, higher prices

Dusseldorf The blue can with the white Nivea lettering is one of the best-known brands in Germany. Manufacturer Beiersdorf now wants to focus more on this again and created a separate position on the board for this purpose at the beginning of the year: Grita Loebsack heads the group’s core brand as President Nivea. “Nivea should be more in the focus of our strategy again,” the manager told Handelsblatt.

Loebsack announced that in future it would focus on fewer, more innovative products with higher margins. Beiersdorf currently sells over 500 different items under the Nivea name. The portfolio has been greatly expanded in recent years in particular, and it is becoming confusing for consumers.

With Nivea products, the Dax group achieves the majority of its sales of 7.6 billion euros. Nivea is the market leader in many areas in this country. This applies in particular to sun creams and deodorants: Here, the market share is 32 and 22 percent respectively, according to figures from market researcher Euromonitor International.