Consumer goods manufacturer PZ Cussons East Africa has moved to allay concerns about its continued presence in the region, announcing plans to inject KSh150 million over the next one year to expand its operations and refresh its product portfolio.
- •The investment will go into production, distribution, innovation, and a deeper focus on younger consumers, whose preferences are reshaping the personal-care market.
- •Kenya’s beauty and personal-care market is valued at about KSh20 billion, growing at a high single-digit rate annually.
- •PZ Cussons holds a 25% market share, making it one of the leading players in the category.
“Consumers under 35 are adventurous with fragrance and personal care. They experiment more, seek bold scents, and shop across online and modern retail channels,” PZ Cussons East Africa Managing Director Sekar Ramamoorthy said during the unveiling of a revamped Imperial Leather range in Nairobi. “They account for between 35% and 45% of personal-care spending in urban markets, and that’s where we see our growth.”
He added that the company is at a “pivotal moment” in its six-decade presence in Kenya and plans to increase production capacity, deepen distribution networks, and introduce new pack sizes and fragrances aimed at younger shoppers.
“The category is becoming more nuanced, with differentiation leaning towards niche segments. We are taking a broader approach to reach consumers with shared aspirations,” he said, stressing that PZ Cussons “has no plans to divest from the local market.”
The move follows speculation in trade circles about the firm’s future in East Africa amid global portfolio restructuring by its parent company. Ramamoorthy said the regional business remains strategic for PZ Cussons’ Africa growth agenda, with “positive, volume-led growth” seen in both modern and general trade.