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FRANKFURT (dpa-AFX Broker) – At Beiersdorf on Tuesday, a weak outlook scared off investors on a large scale. In a market environment that was characterized by further price losses due to oil price concerns in the wake of the Iran war, the price of the consumer goods and adhesives company fell by more than 15 percent. The shares slipped below the 90 euro mark to a low since the beginning of December.
This is a big dampener on the price rise of the past few months: since the beginning of December, the price had recovered from 90 euros to a high since July of 110 euros at the end of February – albeit from a low level. Because: In 2025, the shares were the third worst DAX value with a decline of almost a quarter.
In terms of chart technology, the situation is now becoming massively cloudy: after the 21-day average line the previous day, the 50-, 100- and 200-day lines were now also fallen below. So essential indicators for the short to long term trend.
In 2026, Beiersdorf announced the evening before that “flat to slightly growing organic sales” and an operating return on sales measured in terms of earnings before interest and taxes (EBIT) without special effects are expected to be “slightly below” the previous year’s level. Bernstein Research’s Callum Elliott wrote that there would be debate about the outlook as to whether it was conservative or simply disappointing. Judging by the price development, investors chose the latter.
“We had expected a weak forecast,” wrote analyst Warren Ackerman from the British bank Barclays. However, stagnating organic growth in the consumer division and falling margins are now even weaker than expected. He particularly referred to the core skin care brand.
“Nivea has not met expectations by 2025 and there is still a lot of work to be done to turn things around in a weak skin care market,” the expert wrote. New share buybacks that Beiersdorf announced could hardly mask the operational concerns, the Barclays expert continued.
“Beiersdorf continues to suffer from the weakness of the skin care mass market with volume and price pressure as well as a shift in demand towards private labels,” commented Thomas Maul from DZ Bank. There are no signs of a quick recovery. Nivea missed expectations in the final quarter. At the group level, he pointed out that Beiersdorf expects organic sales development in the first quarter to be below the disappointing full-year range.
Cedric Besnard from Citigroup, along with Nivea, cited a generally difficult market situation as the reason for the weak outlook. He put the need for correction in the analyst consensus at three to four percent, while David Hayes from Jefferies sees it at around five percent./tih/err/mis
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