Bayer is now a Life Science company. All the science we do and the resulting innovative products are designed to provide a better life for people across the world. But what exactly do we offer you – our customers, employees, investors and neighbors around the world?
The Bayer brand has a special strength and is one of the best-known brands in the world. This is due to consistent brand management dating back more than 150 years. In the recent past, we have further enhanced its value, above all by improving the focus on our corporate brand and creating a close link with our strong product brands.
As a Life Science company, we will continue to strengthen the link between our strong product brands and the Bayer Cross as consumers have a positive perception of products if they are made by Bayer.
The challenges facing society have not changed. They have only grown. The aging and expanding world population requires new and better medicines, as well as a much larger and more reliable food supply.
Our broad product portfolio includes many world-famous brands which have shaped the iconic Bayer brand. Some of them have been helping our customers for decades, others only recently came out of our labs. Their active ingredients are designed to influence the biochemical processes in living organisms. As different as people, animals and plants might seem, common rules govern the molecular mechanisms in all life forms. The active ingredients promote or enable positive processes or they prevent or suppress negative processes. That’s what Life Science is all about. And with our innovative products, we help to make life better.
Science for a better life
Bayer is a Life Science company with a more than 150-year history and core competencies in the areas of health care and agriculture. With our innovative products, we are contributing to finding solutions to some of the major challenges of our time.
Our goal is to achieve and maintain leadership positions in our markets. In this way we create value for our customers, stockholders and employees, at the same time strengthening the company’s earning power. We are committed to operating sustainably and addressing our social and ethical responsibilities. We also respect the interests of all our stakeholders. Employees with a passion for innovation enjoy excellent development opportunities at Bayer. All this goes to make up our mission – Bayer: Science for a Better Life.
Our diversified portfolio of Life Science businesses delivers profitable growth. We continuously strive to develop our businesses such that they assume leading positions in the respective industries and segments. This development is sustained by our core competencies of innovation, customer focus, quality, process excellence and portfolio management, and by our people.
To advance the consistent implementation of our strategy, we have set ambitious targets for our group company in the areas of growth and profitability, innovation, sustainability and employees.
Strong Organic Growth
At Pharmaceuticals, our largest segment in terms of sales, we focus on researching, developing and marketing specialty-focused innovative medicines that provide significant clinical benefit and value, primarily in the therapeutic areas of cardiology, oncology, gynecology, hematology and ophthalmology. In this way, we are addressing the growing requirements of patients, physicians, health care payers and regulatory agencies.
We will continue to drive growth with our successfully launched products Xarelto™, Eylea™, Stivarga™, Xofigo™ and Adempas™. We are continuing to expand the use of these medicines through comprehensive clinical development programs – some of them in collaboration with other pharmaceutical companies – and to make them available to further patient groups.
To drive sustainable growth, we are continually increasing our investment in research and development, focusing on the areas with the greatest potential for innovation such as cardiology, oncology and gynecology. We aim to continue supplementing our own innovation strength through targeted external collaborations. In addition, we are expanding and supplementing our development portfolio through licensing agreements and acquisitions.
Moreover, we are seeking to further increase our efficiency as a means of ensuring the availability of resources for investment in innovation.
To improve access to our products in developing and emerging countries (Access to Medicine), we are implementing economically feasible concepts and further developing our compounds for the treatment of neglected tropical diseases alongside our philanthropic activities.
Expanding with Major Brands
The growing and aging world population represents an increasing challenge to public health care systems. For this reason, the issue of self-care is gaining importance for millions of people, as well as for governments, health care systems and health care payers.
Our Consumer Health segment is responding to this change with its mainly nonprescription (OTC) brand products to treat and prevent diseases and to improve well-being, providing consumers with the corresponding self-care solutions. Our strategy is aimed at further building on our strong position in the market for over-the-counter medicines, nutritional supplements and other self-care products in selected categories.
Increasing competition for consumer attention combined with ongoing industry and distribution channel consolidation require a stronger focus on brand building, key markets and consumer-centric innovation. In order to drive the organic growth of our core brands, such as Claritin™, Aspirin™, Aleve™, Bepanthen™, Canesten™, Alka-Seltzer™, Dr. Scholl’s™, One a Day™, Coppertone™, Elevit™ and Berocca™, we are investing in product innovation and geographical expansion. We additionally intend to further strengthen our positions in key markets such as the United States, Brazil, Russia and China through product developments, marketing innovations and new digital offerings.
We also plan to continue selectively pursuing external growth opportunities that arise from the progressive consolidation of the OTC industry in order to expand our presence in strategic focus categories and markets by way of acquisitions.
Leading Market Position
Our Crop Science segment is aligned to the long-term trends of the agricultural markets. Our aim is to help shape the future of the agricultural industry with innovative offerings that enable the production of sufficient high-quality food, animal feed and renewable raw materials for a growing world population despite the limited amount of available arable land. We want to contribute to global food security through an environmentally friendly and sustainable increase in agricultural productivity. Our innovation strength is intended to benefit both our customers and society as a whole and be the source of our long-term growth. Crop Science’s strategy is built on three cornerstones: leading the way in innovation, increasing customer centricity and promoting and further developing sustainable farming practices.
To lead the way in innovation and develop holistic solutions, we aim to build on our expertise in the integration of seed technology with chemical and biological crop protection. In so doing, we support our customers with improved and innovative solutions tailored to specific local requirements. Innovative technologies are increasingly being applied in research and development in order to enhance our product portfolio. Examples here include new breeding technologies to improve yields or computational life sciences for the collection, processing and analysis of extensive research and development data as the basis for faster and more customer-focused development.
Another major part of our strategy is customer centricity along the entire value chain, which is coupled with the continuous optimization of distribution. We aim to offer our customers integrated solutions for the most important crops. In response to the increasing digitization of agriculture, we plan to develop a proprietary digital platform and specific data models in the area of digital farming so that we can give farmers more customized and sustainable agronomic recommendations for improving their yields. We are also seeking to support smallholder farmers in developing and emerging economies with specially tailored and sustainable solutions that help them optimize their agricultural production methods and improve their standard of living.
In line with our commitment to sustainable agriculture, we promote and improve corresponding farming practices. Moreover, we are steadily expanding our successful food chain partnerships. In these projects, Crop Science works with all participants in the food chain to sustainably safeguard and increase yields, and to satisfy the quality criteria in the food chain. With the Bayer Forward Farming initiative, we cooperate with farmers to develop and promote innovative solutions for the respective crops and facilitate sustainable agriculture. We plan to establish model operations known as “ForwardFarms” in all major agricultural markets by 2018.
Cooperation is crucial to the implementation of these strategic priorities. To find innovative and sustainable solutions to the challenges facing the agricultural industry, we maintain numerous collaborations and partnerships with leading research institutes and partners from the public and private sectors.
On September 14, 2016, as the logical next step in our evolution as a Life Science company, we signed a binding agreement to acquire Monsanto Company. Monsanto’s shareholders approved the merger at an extraordinary shareholders’ meeting held on December 13, 2016. Subject to receipt of the required regulatory approvals, successful closing of the transaction is anticipated by the end of 2017. Together we would be able to offer a broader portfolio of innovative products customized to serve farmers’ many needs and individual requirements. In the medium to long term, the combined enterprise would be able to bring innovations to the market faster and provide its customers with better solutions and an optimized product offering on the basis of agricultural analysis and supporting digital farming applications.
Strenghten Leadership Position and Profitable Growth
Driven by an increasing world population and higher incomes, the animal health market remains very attractive. In the companion animals segment, we are benefiting from growing pet ownership rates. In the farm animals segment, moreover, the aspiration to adopt Western lifestyle habits is leading to higher meat consumption.
In the companion animals business, Animal Health has a strong position in the field of parasiticides. To safeguard and further expand this position, we are focusing on maintaining the strong performance of the Seresto™ collar, opening up new distribution channels and leveraging the brand equity of the Advantage™ product family.
In the farm animals business, we are focusing on parasiticides and anti-infectives for the treatment of infectious diseases. We are striving to develop new options for the prevention and treatment of diseases in livestock. In this connection, we recently launched the innovative, nonantibiotic immunostimulant Zelnate™. Additionally, we strengthened our antiparasitics business in the United States with the acquisition in January 2017 of the Cydectin™ endectocide portfolio.
Sales 2016 (rounded)
We are successful worldwide. As early as 1865, Bayer appointed an agent in the United States. Just a few years later, the company’s founders purchased an interest in a factory in Albany, New York. Today, from its headquarters in Leverkusen, Germany, Bayer operates in almost every country in the world.
The steady pace of both internal and external developments has been truly outstanding and has allowed Bayer to come to this nexus.
Stockholder Structure by Country
Passion to innovate | Power to change: This statement sums up everything that characterizes Bayer as an employer. It describes our work culture and what Bayer expects of its current and future employees – as well as what it has to offer them in return. This employer brand represents Bayer’s positioning in the competition for the best talent on the global market.
Our employer brand is based on four key Bayer promises:
At Bayer you have the freedom and the license to question the status quo and think ahead.
At Bayer you can engage in open and inspiring work with people who share your passion to turn pioneering ideas into solutions.
At Bayer our ideas are inspired by society’s most fascinating challenges to enhance the lives of many, and our thinking is driven by our customers’ needs.
At Bayer you are empowered to make an impact by being part of a leading company that has the power and endurance it takes to improve life – not only in today’s but also in tomorrow’s world.
Employees by Region:
- Europe/Middle East/Africa: 59,900
- North America: 15,800
- Latin America: 12,500
- Asia/Pacific: 27,400
- Total: 115,200
Board of Management
Since January 1, 2016, the Board of Management of Bayer AG is enlarged to include the heads of the Pharmaceuticals, Consumer Health and Crop Science divisions. The management of the company is now aligned more strongly with business operations.
Strategy & Portfoliomanagement
Human Resources, Technology & Sustainability
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