{"id":146402,"date":"2026-04-21T12:12:58","date_gmt":"2026-04-21T10:12:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146402"},"modified":"2026-04-21T12:13:01","modified_gmt":"2026-04-21T10:13:01","slug":"beiersdorf-meldt-forse-omzetkrimp-in-het-eerste-kwartaal","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/beiersdorf-meldt-forse-omzetkrimp-in-het-eerste-kwartaal\/","title":{"rendered":"Nivea-moeder slikt forse omzetkrimp"},"content":{"rendered":"\n

Beiersdorf <\/strong>is het jaar zwak gestart: vooral de kernmerken Nivea <\/strong>en La Prairie<\/strong> kregen klappen door afkoelende vraag en moeilijke marktomstandigheden. Dat drukte de omzet in het eerste kwartaal, al houdt het concern vast aan zijn jaarprognose.<\/p>\n\n\n\n

Blauw blik onder druk<\/h2>\n\n\n\n

De omzet daalde met 7,7% tot net geen 2,5 miljard euro. Op organische basis \u2013 gecorrigeerd voor wisselkoersen en portefeuille-effecten \u2013 kromp de omzet met 4,6%. Wel blijkt de dermatologische divisie, met merken als Eucerin, een structurele groeimotor te zijn: het segment groeide met 8,2%.<\/p>\n\n\n\n

Vooral de luxetak La Prairie weegt op de prestaties: die divisie zag de omzet met 14,9% terugvallen. Beiersdorf wijst expliciet naar problemen in de Amerikaanse retail en een slabakkende reismarkt in China. <\/p>\n\n\n\n

Ook Nivea, goed voor het grootste deel van de groepsomzet, verloor terrein met een daling van 7%. Volgens het bedrijf speelt een combinatie van een moeilijke marktomgeving en een hoge vergelijkingsbasis uit 2025.<\/p>\n\n\n\n

Topman rekent op herstel<\/h2>\n\n\n\n

Topman Vincent Warnery nuanceert de terugval en wijst op tijdelijke factoren. Hij noemt het eerste kwartaal geen indicator voor het volledige jaar, want het kwartaal werd gekenmerkt door een hoge vergelijkingsbasis uit het voorgaande jaar, tijdelijke verstoringen in belangrijke markten en vertraagde effecten van recente innovaties. Die elementen zullen in de loop van het jaar wegebben.<\/p>\n\n\n\n

Toch spelen ook blijvende trends, zoals het groeiende succes van opkomende nichemerken die surfen op populaire “skincare routines” op sociale media enerzijds, en huismerken die ook in het beautysegment budgetbewuste shoppers hopen aan te spreken anderzijds. Zo zet Aldi in Belgi\u00eb bijvoorbeeld sterker in op huismerk Lacura nadat een studie aangaf dat \u00a064% van de Belgische vrouwen bereid zou zijn om af te stappen van A-merken<\/a>.<\/p>\n\n\n\n

Beiersdorf bevestigt zijn vooruitzichten voor 2026 en rekent op een herstel in de komende kwartalen. De groep zet daarbij in op innovatie en een normalisering van de vraag in sleutelmarkten, al blijft de afhankelijkheid van China en de Verenigde Staten een belangrijke risicofactor.<\/p>\n","protected":false},"excerpt":{"rendered":"

Beiersdorf is het jaar zwak gestart: vooral de kernmerken Nivea en La Prairie kregen klappen door afkoelende vraag en moeilijke marktomstandigheden. 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