PZ Cussons Reverses Africa Exit Plan Amid Strong Economic Signals
Edino Chubiyo Cornelius 
ABUJA, Nigeria – PZ Cussons has reversed its earlier decision to exit the African market, citing Nigeria’s improving economic outlook, stronger consumer confidence, and Africa’s rapidly expanding population as compelling reasons to retain its regional operations. The announcement came on Thursday as the company concluded a strategic review initiated in 2024.
As part of the review, the consumer goods manufacturer confirmed the sale of its 50 per cent stake in PZ Wilmar to Wilmar International for $70 million. However, it stressed that maintaining its broader African portfolio would unlock greater long-term value. The company says Africa’s demographic surge—projected to increase by more than 900 million people in the next 25 years—positions the continent as one of the world’s most promising growth zones.
PZ Cussons reports that recent economic stabilisation in Nigeria has already contributed to double-digit revenue growth in the region during the first half of the current financial year. It noted that nearly 80 per cent of its Nigerian revenue is driven by top-ranking brands, giving the company a strong competitive edge at a time when other multinationals are exiting the market.
The updated strategy focuses on strengthening operations in Nigeria, Kenya, and Ghana while expanding into new product categories and widening distribution across African markets. The company highlights significant progress in its distribution and digital engagement strategy, including doubling the number of directly served stores in Nigeria since FY22.
For FY25, the company’s Africa division recorded £141 million in revenue and £16 million in adjusted operating profit. The refreshed portfolio includes Family Care and Electricals in Nigeria, and Family Care operations in Kenya and Ghana, alongside a 73.3 per cent stake in PZ Cussons Nigeria Plc.
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