Beiersdorf, the skin care company behind the Nivea brand, displayed an overall sales growth of 17 percent in the Middle East in 2001, compared to its performance in the previous year, stated a company press release.
According to retail audits from AC Nielsen for 2001, Nivea is a major player in the skin care market in Saudi Arabia, the United Arab Emirates (UAE), Oman, Qatar, Bahrain, Kuwait, Jordan and Lebanon. The audit revealed that while the total face care market across these countries rose by only six percent, shares of Nivea Visage products soared by 23 percent in 2001.
Nivea Creme maintains its foothold in the overall creams segment, with a 40 percent market share, while sales volumes of Nivea Soft increased by 49 percent in 2001, in an almost - stagnant overall creams segment. Nivea Fair, despite stiff competition in the whitening care market registered a promising growth of 34 percent.
In the personal care sector, the total market growth for deodorants was 13 percent, whereas Nivea deodorants rose by 28 percent. What is especially noticeable is the growth of Nivea Sprays by 27 percent while the total sprays segment increased by a mere nine percent.
Beiersdorf has also recently re-entered the Yemeni market. The entire Nivea range will be imported directly from Hamburg, Germany. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
