Download as PDF - Melitta

www.melitta.de
www.swirl.de
With its wide range of products for coffee and tea preparation, as well as vacuum filter bags, and products
for cleaning and waste disposal, Melitta Household Products Europe is represented in numerous
European countries. It markets products under the Melitta ® , Swirl ® and Cilia ® brands via the food
retail trade and specialist electrical/houseware stores.
SALES HOLD FIRM IN DIFFICULT MARKET
ENVIRONMENT
There was pressure on our markets from all sides during 2011.
On the purchasing side, rising commodity prices led to high cost
pressure, while on the sales side there was a further increase in
price competition. To make matters worse, competition from the
grocery trade’s own label products continue to grow – especially
in the field of filter papers, garbage bags and dust filter bags.
Despite these adverse conditions, however, we succeeded in
holding sales revenue at the prior-year level. Sales volumes, on
the other hand, failed to meet expectations.
STRATEGIC BUSINESS FIELD “COFFEE AND
TEA ENJOyMENT”: MIxED PROGRESS
Sales of fully automatic coffee machines continue to deliver
strong growth and encouraging market share gains. We enjoyed
PRODUCTS
Filter papers, products and equipment for coffee preparation,
dust filter bags and accessories, products for garbage disposal,
cleanliness in pet households, cleaning cloths, descalers, tea filters
Melitta Household Products Europe
particular success with our premium CAFFEO ® CI ® machine,
which was voted best-in-class by one consumer test magazine.
We extended our range of automatic coffee machines with new
products such as the CAFFEO ® SOLO ® &milk and the CAFFEO ®
Gourmet.
Despite a variety of new product initiatives, sales of filter coffeemakers
struggled in the early part of the year. Toward the end of
the year, however, there was a clear upward trend which resulted
in further market share gains, especially in the important German
market.
In our filter paper market, overall demand continued to fall – albeit
at a slower pace. The new pack design, which stresses the
sustainability of our products, helped consolidate our position
in this segment.
The strategic business field “Coffee and Tea Enjoyment” also benefited
from the newly designed brand campaign in cooperation
KEy FIGURES
SALES*
in € ’000
344,017
365,624
CAPITAL
ExPENDITURE
in € ’000
3,855
3,625
EMPLOyEES
Average
1,475
1,316
LOCATIONS
Minden (Germany), Berlin (Germany),
Paris (France), Chézy (France), Tourcoing (France),
Shenzhen (China)
with Melitta Coffee Europe featuring Melitta ® barista Timon. The
campaign helped give the brand a new and more contemporary
image.
STRATEGIC BUSINESS FIELD “CONVENIENT
CLEANING”: SOLID PERFORMANCE THANKS TO
INNOVATIONS
In our core business with vacuum filter bags and garbage bags
under the Swirl ® brand, we succeeded in maintaining both sales
volumes and market share at the prior-year level. Product innovations
such as our new scented garbage bags proved major
successes. We also enjoyed further strong growth in sales volumes
of eco garbage bags made from recycled plastic. The new
“Cleanliness in Pet Households” range continued to make good
progress, but failed to meet expectations.
FOCUS ON CORE BUSINESS AND NEW STRATEGIC
ALIGNMENT
In the past year, we continued to focus on our core business and
most important strategic growth fields. We aligned all our innovation
and marketing activities, as well as our organizational structure
with this objective.
SALES COMPANIES
France, Austria/Switzerland,
Netherlands/Belgium, Sweden/Denmark,
Russia, Czech Republic
In the field of production, we successfully completed the pooling
of all filter paper manufacturing at our Minden plant and
prepared the conversion of our paper plant in Berlin. Under the
management of Neu Kaliss Spezialpapier, the Berlin facility will
produce mainly wallpaper base papers in future – thus raising its
importance for the Group.
OUTLOOK 2012: STRONGER BRAND BUSINESS TO
GENERATE ABOVE-AVERAGE GROWTH
We have targeted further profitable growth in the current year despite
adverse economic conditions. We intend to strengthen our
sales of branded filter papers, filter coffeemakers, dust filter bags
and garbage bags with a wide range of product innovations. In
the field of filter coffeemakers, for example, we shall be upgrading
the range with the addition of top-quality stainless steel models.
In our strategic growth market “fully automatic coffee machines”,
we will strengthen distribution and boost sales with further intensive
communication and promotion activities. In 2012, we are
planning a major overhaul and upgrade of our filter paper range
and expect a significant boost to business from these measures
in future. There will also be further enhancements to the quality of
our Swirl ® vacuum filter bags in 2012, in order to strengthen our
leading position for the years ahead.
2011 2010 2011 2010 2011 2010
14 Jan Van riet CEO
15
* Shift due to change of sales system in 2011. Net sales of prior year not adjusted (see Cofresco Freshkeeping Products Europe).