PZ Cussons unveils growth strategy, drops plan to exit Africa

PZ Cussons has reversed its earlier plan to leave Africa and announced a new growth strategy focused on Nigeria, Kenya, and Ghana.

PZ Cussons said the decision followed a strategic review launched in April 2024, which also led to the $70 million sale of its 50% stake in PZ Wilmar to Wilmar International.

The company, in a statement on Thursday, December 11, 2025, said retaining its Africa business will deliver greater long-term value for shareholders.

Its refreshed strategy centres on three pillars ― strengthening core markets, expanding into new categories such as men’s grooming and beauty, and driving wider pan-African growth using existing hubs in Nigeria and Kenya.

PZ Cussons highlighted improved performance in Nigeria, where its directly served retail outlets have doubled since 2022.

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The company also cited Africa’s rising population and expanding middle class as major opportunities.

The company said: “In the 2025 financial year, Africa contributed £141 million in revenue and £16 million in adjusted operating profit, representing 27 per cent and 30 per cent of the Group’s totals respectively.

“Following the divestment from PZ Wilmar, its Africa operations now comprise Family Care and Electricals in Nigeria, and Family Care businesses in Ghana and Kenya.

“The Group holds a 73.3 per cent stake in PZ Cussons Nigeria Plc.”

The Star