Beiersdorf Shares Fall 10% on Lowered 2025 Sales Forecast

Beiersdorf, the maker of Nivea and La Prairie, saw its shares fall around 10% after lowering its 2025 sales growth forecast due to challenging market conditions and economic uncertainty influenced in part by US President Donald Trump's tariff policies. The company reduced its organic sales growth outlook to 3% from the previous 4%-6%, and now expects EBIT margin growth in its consumer business to increase by only 20 basis points, down from an earlier forecast of 50 basis points. Beiersdorf mitigated some tariff impacts by shipping products to the US ahead of import duties, although goods from Switzerland, including La Prairie, face significant tariffs. The company reported a modest 2.1% organic sales rise in the first half of 2025 despite slower growth in the second quarter, with Nivea sales declining slightly due to weak demand and increased competition, while La Prairie's sales fell sharply except for growth in China. CEO Vincent Warnery highlighted efforts to counteract headwinds through product innovation, including a major upcoming launch for Nivea, and expansion in China, but acknowledged ongoing volatility and cautious consumer spending worldwide. Analysts remain cautious about Beiersdorf's innovation strategy amid the challenging market environment.