The Consumer Business Segment recorded an outstanding, double-digit rise in organic sales of 10.5%. In nominal terms, sales increased by 16.3% to €7.1 billion (previous year: € 6.1 billion). Favorable exchange rate and structural effects have positively impacted the nominal growth. Thanks to consistent pricing initiatives and strict cost management, Beiersdorf was able to offset a large part of the additional input costs and thus, as guided, achieved a slight margin expansion in the Consumer Segment. EBIT excluding special factors for the Consumer Business Segment climbed from €740 million to €880 million in 2022, resulting in an EBIT margin of 12.3% (previous year: 12.1%).
All regions and brands contributed to the growth in the Consumer Business Segment. Beiersdorf gained market share on every continent led by the NIVEA brand and the Derma business. The regions Africa/Asia/Australia (+10.2%) and Americas (23.2%) achieved strong, double-digit growth two years in a row. Additionally, there was also good sales growth in Europe (5.0%) despite the ongoing war in Eastern Europe.
The core brand NIVEA grew organically by 9.6% year on year in 2022. Both parts of the business, Skin Care and Personal Care, saw substantial growth. The strong, broad-based growth was based on gains in market share in all regions and almost all main categories. NIVEA achieved an excellent balance between pricing and volume-driven growth. Although growth from price increases was up quarter on quarter throughout the year, NIVEA reported positive volume contribution for the full year. This was mainly driven by the Emerging Markets region, and a healthy mix of growth coming from the core business and superior innovations such as the NIVEA CELLULAR LUMINOUS630® range.
The Derma brands Eucerin and Aquaphor performed particularly well, with organic sales growth of 23.9%. Nominal sales were up from €790 million to €1 billion. Strong growth acceleration was achieved in all categories and regions, especially in the key market USA as well as in Latin America, and in China. The Eucerin face care category and in particular the subcategories anti-pigment and acne were key growth drivers, supported by the further expansion of the successful Thiamidol range. In addition, the sun category contributed to strong above-average growth, supported by the launch of Eucerin Sun in the USA and the success of new product launches. Furthermore, the ecommerce business grew impressively by 29%.
Beiersdorf’s luxury brand La Prairie increased its organic sales by 1.9%. Nominal sales were up from €599 million to €655 million. This growth was mainly due to the recovery of the important travel retail business and the upturn in brick-and-mortar retail in North America. The local market in China, on the other hand, faced major challenges due to COVID-19 restrictions. Sales in European countries continued to recover and the most recent launch, Skin Caviar Harmony, showed excellent results across all markets.
The Healthcare business, which mainly comprises the plaster brands Hansaplast and Elastoplast, recorded organic sales growth of 13.1% and reached €261 million (previous year: €225 million). The double-digit sales growth, which was apparent across all major markets, was based on the strong, consistent implementation of brand innovations, including sustainable plasters in the field of wound care.