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Nivea To Be Listed At Aldi In Germany

Published on May 9 2013 10:25 AM in Private Label

Nivea To Be Listed At Aldi In Germany

Aldi Nord and Aldi Süd in Germany look set to add the Nivea brand to their drugstore department.

Following extended negotiations with Beiersdorf, around six varietals will hit the discounter's shelves this May, making this the first brand to be listed in Aldi's drugstore department since the de-listing of Reckitt Benckiser's 'Kukident' brand some years ago. Indeed, Nivea's listing will make it one of just a few brands to be sold in German stores, as the general decision to add some leading brands to its assortment has only resulted in a small number of listings in the retailer's home market of Germany. The listing of various Coca-Cola branded soft drinks last autumn has reportedly generated significant sales gain without cannibalizing Aldi own-label alternatives. 

The Nivea brand, founded in 1911, is one of the biggest skin care brands in the world and is available in over 200 countries. According to Beiersdorf, the Nivea brand is the most important in their portfolio, contributing approximately €3.7 billion to the Group's total sales of €6.040 billion in 2012. The company's aim for the brand is "to secure leading market positions in the individual product categories in as many countries as possible." The brand enjoys strong links with German consumers; in 2006, an 800sqm 'Nivea Haus' was established in Hamburg, the city in which Nivea was founded in 1911. A second 'Nivea Haus' followed in 2009 in Berlin. 


© 2013 - ESM: European Supermarket Magazine by Ellen Lunney

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