Family owned businesses across Africa are recording stronger growth than their counterparts in many parts of the world, with 66 percent reporting an increase in sales compared to the global average of 57 percent, according to the 2025 Africa Family Business Survey released by PwC.
The report shows that African family businesses have continued to expand despite facing economic uncertainty, changing global political conditions, rapid technological advancement, and the growing impact of climate related challenges.
The survey, which gathered responses from 79 family businesses across East, West, and Southern Africa, found that most participants recorded either single digit or double digit sales growth over the past year. According to the report, this performance highlights the resilience and adaptability of family owned enterprises across the continent.
PwC noted that many of these businesses have continued to perform well even as they navigate economic volatility, regulatory changes, and increasing expectations from customers, investors, and other stakeholders.
The report also found that business priorities differ across the various regions of Africa. In West Africa, attention remains focused on fiscal reforms, regional economic integration, and infrastructure development.
In Southern Africa, companies are working through ongoing energy challenges while investing in more reliable and diversified power solutions. Meanwhile, businesses in East Africa are pushing ahead with digital transformation, expanding trade and logistics networks, and encouraging innovation driven growth.
Although confidence remains high, many business owners are adopting a careful and sustainable approach to future expansion. More than half of those surveyed said they expect to maintain steady growth over the next two years, while 27 percent are aiming for faster business expansion.
Commenting on the findings, Africa Family Business Leader at PwC Nigeria, Esiri Agbeyi, said African family businesses have built a solid platform for continued success through disciplined planning and greater investment in technology and Artificial Intelligence.
She explained that the next stage of growth will depend on strengthening business purpose, improving decision making, and making better use of reputation and long term investment as drivers of sustainable expansion.
The survey also identified five major areas shaping the future of successful family businesses across the continent. One of the key findings is that 87 percent of respondents said their businesses have a clearly defined purpose. However, fewer than half communicate that purpose publicly, suggesting there is room to improve transparency, strengthen public trust, and enhance their competitive position.
The report further revealed that many family businesses remain committed to long term financial discipline. About 82 percent of respondents said they prefer reinvesting profits back into their businesses, demonstrating a focus on stability, resilience, and sustainable growth instead of pursuing rapid expansion.
Also commenting on the report, Family Business Leader for the South Market at PwC South Africa, Herman Eksteen, said family businesses in South Africa generally adopt a cautious and values driven approach when managing their public image.
According to him, these businesses place greater importance on preserving their legacy, maintaining public trust, and fulfilling their social responsibilities than seeking short term visibility. He added that their relationship with the public is carefully managed to protect the integrity and reputation of the family behind the business.
