Unilever e Procter & Gamble, ricavi fermi al 2%

I prodotti  per l’igiene e la bellezza del corpo sono in frenata soprattutto nei mercati tradizionali. Questo è il trend generale che il settore cosmetico sta vivendo negli ultimi anni, ma che viene confermato, nel primo trimestre del 2014 anche dai dati presentati da due grandi colossi come l’olandese Unilever (Dove, Axe, Lux, Rexona, Sunsilk, Clear, Pond’s e Fissan , tanto per citare alcuni brand del gruppo) e la Procter & Gamble (Camay, Olaz, Infasil, Panten, Wella, AZ, Parogencyl, Gillette, Noxema  le fragranze Rochas Paris, Hugo Boss, Valentino, Dolce&Gabbana, ecc.). Ambedue le società hanno infatti attestato i loro ricavi “solo” ad un 2% .

La colpa va data in gran parte al calo generale delle vendite di questi beni nei vari canali, ma anche a problemi di cambio della valuta che hanno abbassato di molto i guadagni delle società: queste al contempo però hanno saputo reagire con il lancio di nuovi prodotti  e con la commercializzazione nei mercati emergenti.

In particolare la multinazionale anglo-olandese Unilever ha registrato nel periodo tra il 1° gennaio ed il 31 Marzo 2014 un calo del fatturato pari al 6,3% (11,4 miliardi di euro) proprio per effetto di un cambio negativo del 8,9 %. Le vendite, in realtà, a parità di valute, sono cresciute del 3,6% in totale: non tantissimo ed in crollo rispetto all’ultimo trimestre del 2013 (+7,6%), ma abbastanza per chiudere Marzo in positivo. Di particolare rilievo in questo contesto l’incremento delle vendite nei mercati emergenti che ha toccato un + 6,6%.

A trainare le vendite nel personal care di Unilever anche la commercializzazione di nuovi prodotti che hanno indubbiamente stimolato la curiosità dei consumatori: negli stati Uniti ad esempio sono stati lanciati la linea premium di Dove e quelle per i capelli Dove Advanced Hair Series e TreSemmé 7 Day Smooth (quest’ultima anche nel regno Unito); Lux è stato invece riproposto nei nuovi mercati di Cina e Asia Sud-orientale, mentre lo shampoo Elidor è approdato in Turchia; nuova proposta inoltre, che ha destato attenzione, un dentifricio specifico per uomo, Signal White Now Men.

Il colosso Usa Procter & Gamble, ha chiuso il trimestre a quota 2,64 miliardi di dollari con un aumento dell’1,7% rispetto allo stesso periodo dell’anno precedente, nonostante un lieve calo delle vendite (da 20,6 miliardi a 20,56 miliardi di dollari). Il settore igiene e bellezza si è stabilizzato quindi su un + 2% di ricavi grazie ad alcuni interventi mirati, primo tra tutti il taglio dei costi (-5,1% pari a 6,5 miliardi di dollari). Nonostante ciò, gli analisti della società hanno visto dimezzarsi le percentuali di ricavi annunciate per l’intero anno. P & G ha infatti modificato la sua gamma di orientamento per gli utili di base per la crescita della quota al 3% al 5%, da una precedente di 5% al 7%.

A sostenere il fatturato anche in questo caso, l’innovazione sia in ambito di distribuzione che di commercializzazione di prodotti.  Nuovi, ad esempio, nel segmento capelli alcuni prodotti Pantene e Vidal, che hanno compensato il calo delle vendite nei saloni di bellezza per Wella e di alcune creme come quelle afferenti al marchio Olaf.

 

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