Businesses across Africa outperformed their global counterparts in sales growth over the past year, with 66 per cent reporting single-digit or double-digit growth compared with the global average of 57 per cent, PwC’s Africa Family Business Survey 2025 suggested.
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The survey, which drew responses from 79 family businesses across East, West and Southern Africa, found that the businesses continued to record growth despite economic volatility, regulatory reforms and changing stakeholder expectations.
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PwC said family businesses are operating in an increasingly complex environment shaped by geopolitical shifts, technological disruption, climate pressures and economic uncertainty, but have continued to demonstrate resilience and adaptability.
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The report showed that while growth remained strong, business owners were adopting a measured approach to expansion. More than half of respondents, 53 per cent, said they planned to grow steadily over the next two years, while 27 per cent targeted faster expansion.
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Africa Family Business Leader at PwC, Esiri Agbeyi, said family businesses on the continent had built a strong foundation for growth through disciplined strategies and a focus on technology and artificial intelligence.
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The survey identified purpose, agility, long-term capital, reputation and tax management as key factors shaping the performance of family businesses.
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Although 87 per cent of respondents said they had a clearly defined purpose, fewer than half communicated it externally, highlighting what the report described as an opportunity to strengthen transparency, build trust and reinforce competitive positioning.
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The report also found that 52 per cent of businesses described themselves as agile or very agile, exceeding the global average.
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Family businesses continued to favour long-term investment strategies, with 82 per cent prioritising the reinvestment of profits to support resilience and maintain control over expansion plans.
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Reputation was identified as a critical asset by 91 per cent of respondents, although nearly one-third said it remained vulnerable in the current operating environment.
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The survey further showed that tax had become a growing strategic concern, with 58 per cent of respondents citing tax challenges, a figure PwC said was above the global average.

Investment plans remained focused on expanding core operations, market diversification, talent development and digital capability, while more than 90 per cent of respondents said sustainability would play an important role in financial performance and long-term resilience over the next five years.
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Despite the positive outlook, two-thirds of respondents reported that inflation and supply chain disruptions had significantly affected their businesses over the past year, while geopolitical risks, changing consumer expectations and climate-related considerations continued to influence strategic decisions.