{"id":146417,"date":"2026-04-21T12:17:17","date_gmt":"2026-04-21T10:17:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146417"},"modified":"2026-04-21T12:17:18","modified_gmt":"2026-04-21T10:17:18","slug":"nivea-subit-une-forte-baisse-de-son-chiffre-daffaires","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/nivea-subit-une-forte-baisse-de-son-chiffre-daffaires\/","title":{"rendered":"Nivea subit une forte baisse de son chiffre d’affaires"},"content":{"rendered":"\n

Beiersdorf <\/strong>a connu un d\u00e9but d’ann\u00e9e difficile : ses marques phares, Nivea <\/strong>et La Prairie<\/strong>, ont particuli\u00e8rement souffert du ralentissement de la demande et des conditions de march\u00e9 d\u00e9favorables. Cela a pes\u00e9 sur le chiffre d’affaires du premier trimestre, m\u00eame si le groupe maintient ses pr\u00e9visions pour l’ann\u00e9e.<\/p>\n\n\n\n

La marque bleue sous pression<\/h2>\n\n\n\n

Le chiffre d’affaires a recul\u00e9 de 7,7 % pour s’\u00e9tablir \u00e0 un peu moins de 2,5 milliards d’euros. En termes organiques \u2013 c’est-\u00e0-dire corrig\u00e9 des effets de change et des variations de portefeuille \u2013, le chiffre d’affaires a diminu\u00e9 de 4,6 %. La division dermatologique, qui comprend des marques telles qu’Eucerin, s’av\u00e8re toutefois \u00eatre un moteur de croissance structurel : ce segment a progress\u00e9 de 8,2 %.<\/p>\n\n\n\n

C’est surtout la branche de luxe La Prairie qui p\u00e8se sur les performances : cette division a vu son chiffre d’affaires reculer de 14,9 %. Beiersdorf pointe explicitement du doigt les difficult\u00e9s du commerce de d\u00e9tail am\u00e9ricain et un march\u00e9 du voyage en perte de vitesse en Chine. <\/p>\n\n\n\n

Nivea, qui repr\u00e9sente la majeure partie du chiffre d’affaires du groupe, a \u00e9galement perdu du terrain avec une baisse de 7 %. Selon l’entreprise, cela s’explique par une combinaison d’un environnement de march\u00e9 difficile et d’une base de comparaison \u00e9lev\u00e9e en 2025.<\/p>\n\n\n\n

Le PDG table sur une reprise<\/h2>\n\n\n\n

Le PDG Vincent Warnery nuance ce recul et met en avant des facteurs temporaires. Il estime que le premier trimestre n’est pas repr\u00e9sentatif de l’ensemble de l’ann\u00e9e, car celui-ci a \u00e9t\u00e9 marqu\u00e9 par une base de comparaison \u00e9lev\u00e9e par rapport \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente, des perturbations temporaires sur des march\u00e9s cl\u00e9s et des effets diff\u00e9r\u00e9s des innovations r\u00e9centes. Ces \u00e9l\u00e9ments s’estomperont au cours de l’ann\u00e9e.<\/p>\n\n\n\n

Cependant, des tendances durables entrent \u00e9galement en jeu, comme le succ\u00e8s croissant des marques de niche \u00e9mergentes qui surfent sur les \u00ab routines de soins de la peau \u00bb populaires sur les r\u00e9seaux sociaux d\u2019une part, et des marques de distributeur qui esp\u00e8rent s\u00e9duire les consommateurs soucieux de leur budget dans le segment de la beaut\u00e9 d\u2019autre part. Ainsi, en Belgique, Aldi mise davantage sur sa marque maison Lacura apr\u00e8s qu\u2019une \u00e9tude a r\u00e9v\u00e9l\u00e9 que 64 % des femmes belges seraient pr\u00eates \u00e0 d\u00e9laisser les grandes marques<\/a>.<\/p>\n\n\n\n

Beiersdorf confirme ses pr\u00e9visions pour 2026 et table sur une reprise au cours des prochains trimestres. Le groupe mise pour cela sur l\u2019innovation et une normalisation de la demande sur les march\u00e9s cl\u00e9s, m\u00eame si la d\u00e9pendance vis-\u00e0-vis de la Chine et des \u00c9tats-Unis reste un facteur de risque important.<\/p>\n","protected":false},"excerpt":{"rendered":"

Beiersdorf a connu un d\u00e9but d’ann\u00e9e difficile : ses marques phares, Nivea et La Prairie, ont particuli\u00e8rement souffert du ralentissement de la demande et des conditions de march\u00e9 d\u00e9favorables. Cela a pes\u00e9 sur le chiffre d’affaires du premier trimestre, m\u00eame si le groupe maintient ses pr\u00e9visions pour l’ann\u00e9e.<\/p>\n","protected":false},"author":5,"featured_media":146418,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,19],"tags":[],"people":[],"extra":[43],"company":[993],"topic":[266],"region":[470],"class_list":["post-146417","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-schoonheid-verzorging","extra-plus","company-beiersdorf","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"\nNivea subit une forte baisse de son chiffre d'affaires - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Beiersdorf a connu un d\u00e9but d'ann\u00e9e difficile : ses marques phares, 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