Woolworths rides momentum of Ooshies collectables campaign as supermarket sales jump 6.9pc

A successful Disney collectables campaign has pushed Woolworths sales growth higher as budget-conscious shoppers drive increased demand for private label groceries.

The supermarket giant on Wednesday reported a 6.9 per cent jump in food retail sales in the first quarter of the 2027 financial year, with momentum from the Ooshies campaign translating into stronger sales numbers.

Chief executive Amanda Bardwell noted a continued push among customers — squeezed amid higher interest rates and ongoing cost-of-living pressures — to maximise value by looking for lower prices, cheaper types of products in categories like meat, and using customer loyalty offers in its Everyday Rewards program.

But despite broader cost crunches in other sectors, Ms Bardwell said average prices at the supermarket giant were lower than the same time last year — at least partly due to Woolworths running a “lower shelf price” campaign. It now says more than 1000 products are part of the range, including branded goods.

First quarter sales in Australian food totalled $14.8 billion, up 6.9 per cent year-on-year from $13.9b.

Overall group sales jumped 4.7 per cent to $19.3b.

“We are well positioned for the key Christmas and holiday period,” Ms Bardwell said.

“We recognise that many of our customers remain under significant pressure and we are committed to making Christmas special and affordable.”

Sales in the W Living division, encompassing Big W department stores and Petstock, were down 0.7 per cent to almost $1.4b — largely attributed to Big W’s increasing price discounting and greater own brand range, and soft results for technology and appliances.