Family-owned businesses across Africa are proving more resilient than their global counterparts, with 66% reporting sales growth over the past year despite persistent inflationary pressures, tax challenges and currency volatility, according to a new survey by PwC.
The PwC Africa Family Business Survey 2025, which gathered responses from 79 family businesses across East, West and Southern Africa, found that African firms significantly outperformed the global average of 57% in sales growth over the same period.
Looking ahead, 53% of respondents said they expect to pursue steady growth over the next two years, while 27% are targeting faster expansion — reflecting confidence in future opportunities despite a difficult operating environment. The survey noted that African family businesses remain committed to long-term value creation, with 82% prioritising the reinvestment of profits rather than pursuing aggressive expansion funded by external capital.
Esiri Agbeyi, Africa Family Business Leader at PwC Nigeria, said African family businesses have built a strong foundation for growth, underpinned by disciplined strategies and a clear focus on technology and artificial intelligence.
The survey identified agility, long-term capital allocation, reputation management, technology adoption and **strategic tax planning** as key factors driving performance among high-growth family businesses. More than half of respondents described their businesses as agile or very agile, a figure that exceeds the global average.
Taxation emerged as a prominent concern. About **58% of respondents identified tax-related challenges** as a major issue, significantly above the global average. According to PwC, increasingly complex tax environments in countries such as **Nigeria, South Africa and Kenya** are making tax strategy a central component of business planning for family-owned enterprises.
Technology is also becoming a critical growth driver. Over 50% of respondents said technological advancement and artificial intelligence rank among their top strategic priorities, signalling growing efforts to improve operational efficiency and competitiveness.
Inflation and supply chain disruptions remain major headwinds, with nearly two-thirds of respondents reporting a significant impact from both challenges over the past year. PwC noted that African economies are grappling with multiple pressures including geopolitical tensions, climate-related risks, currency volatility and rapid technological change.
Regional trends varied. Businesses in West Africa are benefiting from reforms aimed at improving fiscal stability, regional integration and infrastructure development. East African firms are leveraging digital transformation and innovation-driven ecosystems, while Southern African businesses continue to adapt to energy constraints through investments in more reliable power systems.
Family businesses account for a significant share of private sector activity across Africa and are often among the continent's largest employers.
