PZ Cussons share price down 75% in last decade – why it's one to watch
Once-strong consumer-goods business PZ Cussons is out of favour with the market. That spells opportunity for investors, says Jamie Ward

Sometimes, the market gives up on a company. Investors become so disillusioned that they assume past difficulties will persist indefinitely. This appears to be the fate of PZ Cussons (LSE: PZC), a once-strong consumer-goods business that has faced multiple headwinds in recent years. Its share price is down by more than 75% in the last ten years and it has a valuation that suggests the market sees its struggles as the new normal. But is this truly the case, or does the stock now present an attractive contrarian opportunity?
PZ Cussons owns a range of personal-care, beauty and home-care brands. Its portfolio includes brands such as Carex, Imperial Leather and St. Tropez. These are repeat-buy, fast-moving consumer goods and are usually considered by investors to be dependable. Yet, despite the apparently defensive business, the company has suffered from a combination of external pressures and internal missteps that have weighed heavily on its performance.
The firm’s share price peaked in 2014. Arguably, at that time, the shares were too expensive and consequently declined modestly over the next five years. Since 2019, however, bigger problems have started to emerge. A major source of difficulty has been its exposure to Nigeria, which historically is an important market for the business – it started over 140 years ago as a trading company in the region. Currency devaluations, economic instability and high inflation have battered PZ Cussons’ operations in the region, eroding profitability and creating unpredictability in financial performance.
Subscribe to MoneyWeek
Subscribe to MoneyWeek today and get your first six magazine issues absolutely FREE

Sign up to Money Morning
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
Nigeria remains a large part of the business today, making up roughly a quarter of the business, and its struggles there have become a major source of difficulty within the company. The devaluation of the Nigerian currency (naira) in 2023 was a particularly painful blow, forcing PZ Cussons to take large foreign-exchange-related hits to earnings. Compounding this, weaker consumer confidence and supply-chain disruptions have made it harder to pass on cost increases to customers.
Aside from Nigeria, PZ Cussons has also faced more universal pressures. The inflationary environment has led to higher costs across its supply chain, while intense competition in its key divisions has limited its ability to raise prices without losing market share. At the same time, its UK operations have struggled with declining demand in some of its core product segments.
Recent years have, then, been tough, but PZ Cussons is not standing still. The management team, led by CEO Jonathan Myers since 2020, has been taking decisive steps to stabilise and revitalise the business. The company’s turnaround plan focuses on three key areas: brand strengthening, portfolio simplification, and cost efficiencies.
First, PZ Cussons has been refocusing on its core brands. Rather than spreading itself too thinly across a broad portfolio, it is doubling down on its strongest assets. This includes investing in marketing and innovation for flagship products such as Carex and St. Tropez, aiming to drive greater consumer loyalty and pricing power. The firm has already seen encouraging signs, with its beauty segment performing well in developed markets.
Second, management is streamlining operations by divesting non-core brands and markets. This is particularly important given the complexity and volatility associated with its Nigerian business. While Nigeria remains a strategic market, PZ Cussons is working to de-risk its exposure and reduce dependence on its historically volatile contributions to group profits. The recent sale of its Polish and Greek businesses is part of this broader rationalisation strategy.
Third, the company is implementing cost-saving initiatives to enhance efficiency. This includes optimising its supply chain, reducing overheads and improving operational execution. These efforts are particularly important in mitigating inflationary pressures and protecting profit margins.
Can PZ Cussons prove the doubters wrong?
The big question for investors is whether these efforts will be enough to return PZ Cussons to sustainable growth. Earnings are at a low ebb, and the company’s shares currently trade on a price/ earnings (p/e) ratio of around ten, which suggests the market remains sceptical. However, this valuation looks attractive if the turnaround strategy proves successful – if, in particular, PZ Cussons can navigate its Nigerian challenges more effectively. At the same time, a stronger performance from its premium beauty brands could provide a much-needed boost to group profitability, as these typically carry higher margins.
History suggests that consumer goods companies with strong brands and disciplined management can recover from difficult periods. PZ Cussons is not a broken business, rather, it is a company that has faced significant but surmountable hurdles. If management can deliver on its strategy, then today’s depressed share price may ultimately prove to be a compelling entry point.
As always, there are risks. Nigeria remains a complex market and macroeconomic headwinds could persist longer than expected. However, the company’s underlying brands still hold significant value, and its cost-cutting initiatives should provide resilience even in a tough environment.
The stock market is littered with firms that were once written off but later proved doubters wrong. PZ Cussons has work to do, but if it can execute its recovery plan, then the market’s current pessimism may turn out to be misplaced. For brave investors, this could be an opportunity to buy a recovering consumer goods company at an undemanding valuation. This is one to watch. Any signs of a return to the good times are to be taken as a buying opportunity.
This article was first published in MoneyWeek's magazine. Enjoy exclusive early access to news, opinion and analysis from our team of financial experts with a MoneyWeek subscription.
Sign up for MoneyWeek's newsletters
Get the latest financial news, insights and expert analysis from our award-winning MoneyWeek team, to help you understand what really matters when it comes to your finances.
Jamie Ward is manager of the CRUX UK fund
-
Cash in on the biotech sector with specialist BioPharma
Opinion BioPharma has an attractive niche in lending to asset-rich biotechnology companies
By Rupert Hargreaves Published
-
Five years on: what did Covid cost us?
We’re still counting the costs of the global coronavirus pandemic – and governments’ responses. What did we learn?
By Simon Wilson Published
-
Cash in on the biotech sector with specialist trust BioPharma
Opinion BioPharma has an attractive niche in lending to asset-rich biotechnology companies
By Rupert Hargreaves Published
-
India's stock market decline wipes out $1.3 trillion in market value – can investors stay optimistic?
More than $1 trillion has been wiped off from India's stock market after investors turn to China. Has the emerging-market darling hit rock bottom?
By Alex Rankine Published
-
Pensions revolution: how to profit from the trends shaping the UK pension system
The UK pension system is one of the biggest in the world. Big changes are under way, says Rupert Hargreaves
By Rupert Hargreaves Published
-
Large cap stocks start to struggle – is it time for investors to reassess their focus?
Buying quality large caps worked very well last decade. A more volatile world will be a bigger challenge for these star stocks, says Cris Sholto Heaton
By Cris Sholto Heaton Published
-
How to generate income with fixed-interest investments
Public debt is overvalued, but other fixed-interest investments now look like a bargain, says Max King
By Max King Published
-
Three top-notch Taiwanese companies cashing in on the advent of AI
Opinion Eric Chan, investment director and co-manager of the Aberdeen Asian Income Fund, highlights three potential Taiwanese winners in the technology industry
By Eric Chan Published
-
Weight-loss drugs could revolutionise the economy – the investments to buy now
The new generation of weight-loss drugs are a boon for the overweight, but they also promise to change our relationship with food and revolutionise the economy
By Dr Matthew Partridge Published
-
Find tomorrow’s Asian giants while they are still smaller companies
Opinion Nitin Bajaj, portfolio manager of the Fidelity Asian Values trust, picks three Asian companies to invest in.
By Nitin Bajaj Published