{"id":157898,"date":"2026-10-27T10:40:46","date_gmt":"2026-10-27T09:40:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=157898"},"modified":"2026-10-27T10:40:48","modified_gmt":"2026-10-27T09:40:48","slug":"nivea-blijft-zorgenkind-voor-beiersdorf-ondanks-herstelplan","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/nivea-blijft-zorgenkind-voor-beiersdorf-ondanks-herstelplan\/","title":{"rendered":"Nivea blijft zorgenkind voor Beiersdorf, ondanks herstelplan"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Beiersdorf <\/strong>verkocht in het derde kwartaal opnieuw minder. Vooral vlaggenschip Nivea blijft het moeilijk hebben, al ziet de Duitse cosmeticagroep de eerste tekenen van herstel. Dermacosmetica en luxemerk La Prairie groeien daarentegen stevig.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Schuld van retailers?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De omzet van Beiersdorf kwam in het derde kwartaal uit op 2,36 miljard euro, een organische daling van 1,3%. Over de eerste negen maanden van het jaar daalde de omzet op vergelijkbare basis met 2,8% tot 7,3 miljard euro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vooral Nivea blijft de resultaten drukken. Het vlaggenschipmerk zag zijn omzet in het derde kwartaal met 4,9% dalen, de derde opeenvolgende kwartaalafname. Volgens Beiersdorf speelt de terughoudendheid van retailers bij het aanvullen van hun voorraden, want de verkoop aan eindconsumenten groeit wel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Herstelplan voor Nivea<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Topman Vincent Warnery benadrukt dat het herstelplan voor Nivea op schema ligt. Het bedrijf zet sterker in op innovatie, betaalbaarheid en producten die aansluiten bij lokale consumentenvoorkeuren. Ook verhoogt Beiersdorf de marketinginspanningen. Zo wordt Nivea Sun vanaf 2027 vijf jaar lang partner van de Tour de France.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andere merken bieden bovendien tegenwicht. De dermacosmeticadivisie, met Eucerin en Aquaphor, boekte een organische omzetgroei van 10,6%. Het luxecosmeticamerk La Prairie groeide met 8,5%, dankzij de aanhoudend sterke vraag in China. Ook de gezondheidsmerken Hansaplast en Elastoplast presteerden goed, met een groei van 5,7%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ondanks de tegenvallende cijfers handhaaft Beiersdorf zijn verwachtingen voor 2026. De groep rekent op een organische omzetdaling van enkele procenten en een operationele winstmarge van minstens 11,8%, exclusief bijzondere posten. Voor de consumentendivisie mikt het concern op een marge van minstens 11%.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beiersdorf verkocht in het derde kwartaal opnieuw minder. Vooral vlaggenschip Nivea blijft het moeilijk hebben, al ziet de Duitse cosmeticagroep de eerste tekenen van herstel. Dermacosmetica en luxemerk La Prairie groeien daarentegen stevig.<\/p>\n","protected":false},"author":5,"featured_media":152872,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[],"people":[],"extra":[43],"company":[993],"topic":[88],"region":[177],"class_list":["post-157898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging","extra-plus","company-beiersdorf","topic-bedrijfsresultaten","region-duitsland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nivea blijft zorgenkind voor Beiersdorf, ondanks herstelplan - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/nivea-blijft-zorgenkind-voor-beiersdorf-ondanks-herstelplan\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nivea blijft zorgenkind voor Beiersdorf, ondanks herstelplan - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Beiersdorf verkocht in het derde kwartaal opnieuw minder. 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