Bernstein Analysis
Dominance - Weak
In Global Beauty & Personal Care, Beiersdorf is viewed as number 6, behind Estée Lauder, P&G, L’Oréal and Unilever.
Beiersdorf is number 1 in one category (Body Care) and number 2 in Deodorants and Sun Care; but, across all 6 focus categories that make up 80% of its consumer sales, Beiersdorf is number 3, and Wood believes that being the number 1 player in only 26% of its category/country cells, means that its rating in this pillar is Weak.
