PZ Cussons is charting a bold new path for its Africa operations, unveiling an ambitious plan to build a winning portfolio of locally loved brands, just months after completing the sale of its 50% stake in PZ Wilmar, its non-core edible oils joint venture in Nigeria, for $70 million.
The move marks the conclusion of a strategic review initiated in April 2024, with the Group ultimately deciding to retain and strengthen its Africa business, rejecting multiple expressions of interest from potential buyers.
According to the company, keeping the business aligns better with its vision of building a balanced global portfolio across its Developed Markets (UK and Australia/New Zealand) and Emerging Markets (Indonesia and Nigeria).
Building a Winning Africa Portfolio
With the strategic review concluded, PZ Cussons says it is now fully focused on accelerating momentum gained in recent years.
The Group is rolling out a growth agenda anchored on three strategic pillars:
Core Growth
The company plans to deepen the performance of its core markets, Nigeria, Kenya, and Ghana, by doubling down on:
- Stronger brand building
- Wider distribution networks
- Revenue Growth Management
- Improved in-store execution
- Expanded use of digital tools
In Nigeria alone, the business has more than doubled its directly served retail outlets since FY22, a move that has contributed significantly to its recent double-digit growth.
Category Expansion
PZ Cussons will push into adjacent categories, especially in Men’s Grooming and Beauty, leveraging established brands such as:
- Venus
- Imperial Leather
- Premier
Pan-Africa Expansion
The Group is also eyeing broader penetration across the continent, targeting new African markets by leveraging its manufacturing and distribution bases in Nigeria and Kenya.
Africa: A Long-Term Growth Engine
PZ Cussons’ renewed commitment to Africa is driven by what it describes as an “extraordinary long-term opportunity.”
- Africa’s population is forecast to increase by over 900 million in the next 25 years.
- Nigeria alone is expected to grow by more than 100 million people, driven by urbanisation and a rising middle class.
- Economic and currency conditions have recently improved, supporting double-digit revenue growth in the first half of FY25.
The Group says nearly 80% of its Nigeria revenue comes from brands holding #1 or #2 market positions, giving it a strong base to scale further, even as several global competitors have exited the region in recent years.
“We believe our heritage, local insights, and strong route-to-market capabilities place us in a unique position to win in Africa,” the board noted.
A Streamlined Africa Business
Following the exit from the PZ Wilmar joint venture, PZ Cussons’ Africa operations now include:
- Family Care and Electricals in Nigeria
- Family Care businesses in Ghana and Kenya
- A 3% ownership stake in PZ Cussons Nigeria Plc
The Africa business generated £141 million in revenue and £16 million in adjusted operating profit in FY25, representing roughly 27% and 30% of the Group totals.
A New Phase for a 141-Year-Old Brand
Founded in 1884, PZ Cussons has built some of the most recognisable consumer brands across hygiene, baby care, and beauty, from Carex and Cussons Baby to Imperial Leather, Morning Fresh, and St. Tropez.
With sustainability and community impact woven into its corporate purpose, “For everyone, for life, for good”, the company says its next chapter will lean heavily on Africa’s young, expanding consumer market.
And now, with the sale of its non-core oils business completed and clarity restored after the strategic review, PZ Cussons is betting big on an Africa-driven future, one powered by beloved local brands and long-term demographic opportunity.
