Official Woolworths range profile - house of brands, home of value
Wednesday, 25 July 2012: Managing Director of Woolworths Supermarkets, Tjeerd Jegen, has released the facts
around Woolworths range to provide the market with an accurate snapshot of Australia’s Fresh Food People
customer offer.
Mr Jegen said the comprehensive data would allow for a more informed discussion around the issue of supermarket
range and choice in Australia’s leading food retailer.
“As Australia’s Fresh Food People, Woolworths has a commitment to continually demonstrate how it meets our
customers’ needs each and every day. As part of that commitment, we are releasing a snapshot of data about our
range to the market to put our business into a correct perspective.
“The facts show that in packaged groceries and perishables, Woolworths stocks more than 44,000 lines of which 94
per cent are branded products. Just 2,500 are Woolworths Own Brand products.
“Our business is very much a house of brands, with the widest range of any food retailer in Australia. In terms of sales,
Own Brand products earn around 11 per cent of grocery sales, highlighting that despite their low share of range they
are very popular with our customers.
“In our fresh range, more than 96 per cent of our fruit and vegetables are Australian sourced, while 100 per cent of our
fresh beef, lamb, chicken and pork is Australian.
“Seafood has one of our highest levels of imported product in Fresh, however we are now working in partnership with
a number of Australian seafood suppliers on import replacement programs. This work will also help Woolworths
achieve its goals around sustainable supply of seafood.”
Mr Jegen said import replacement programs were also underway across the Own Brand range including in frozen
vegetables and tinned fruit.
“Woolworths is very proud of the range and choice we offer customers each and every day. We introduce hundreds
of new brands to our shelves every year as customer demands change,” Mr Jegen said.
“Our Own Brand range has improved dramatically in quality over recent years and has brought price competition that
really benefits our customers. In some categories we have seen price deflation and volume growth for both Own
Brand and branded product.
“The most exciting innovation has been in the Macro range where Woolworths has partnered with small producers of
organic and free-from products and brought these to market at a great price. Macro is an example of where Own
Brand has filled previously unmet customer demand,” Mr Jegen said.
The data will be updated annually and provided on the Woolworths Limited corporate site for customers,
shareholders and investors. The fact sheet can be found at
http://www.woolworthslimited.com.au/page/The_Newsroom/
For further information please contact: Woolworths Press Office on (02) 8885 1033
WOOLWORTHS PRODUCT RANGE PROFILE – July 2012
GROCERIES*
FRESH FOOD ‐ % Australian sourced by sales
100%
96%
100%
59%
93%
80%
Branded and Own Brand – SKU Own Brand ‐ % Australian sourced numbers (total 44,000)
(
,
)
Homebrand Select
by sales Macro
1.8%
3.2%
0.6%
60%
Other
29.3%
29
3%
40%
Australian 70.7%
20%
0%
Fruit and
Vegetables Meat
Seafood Bakery
Branded
94.4%
OWN BRAND GROCERIES ‐ % Australian sourced by sales
100%
76%
59%
92%
Branded and Own Brand ‐ % sales
Branded and Own Brand ‐
% sales
Homebrand 6.6%
90%
80%
Select
4%
Macro 0.5%
70%
60%
50%
40%
30%
20%
10%
0%
Homebrand
Select
Macro
Branded 89%
*includes packaged, perishables, GM, front of store, tobacco