Beiersdorf Revises 2026 Forecast and Launches NIVEA Turnaround Plan

Beiersdorf Aktiengesellschaft has adjusted its 2026 guidance, citing market challenges and a slower-than-expected recovery for NIVEA. The company now anticipates a low-single-digit percentage decline in organic sales in the Consumer Business Segment and maintains its previous outlook for the tesa Business Segment. The EBIT margin for the Consumer Segment is expected to be at least 11.0%, while the tesa Segment will see a margin slightly below last year’s level. These changes come amid an unstable global skin care market and Middle Eastern crisis impacts.

The Executive Board has initiated a NIVEA turnaround plan to recover growth by 2027. The strategy focuses on increasing accessibility and leveraging NIVEA’s local relevance. Additional investments are planned for consumer activities, although these will impact the EBIT margin negatively in the short term. The company expects a return to sales growth by 2027 and profitable growth by 2028.