Woolworths' Ooshies Craze Boosts Sales 7.6%
The supermarket giant's net profit soared 18% to $1.14bn, while rival Coles experienced a slump in sales due to the popular promotion, with sales rising almost 4% but slowing in July
Woolworths' Ooshies promotion has led to a significant surge in sales, with the company's net profit increasing by 18% to $1.14bn. The supermarket giant's Australian food sales jumped 7.6% in the first eight weeks of the 2027 financial year, with the Ooshies promotion contributing an estimated 1.5 to 2 percentage points of growth.
The Ooshies program alone accounted for about a quarter of the growth rate, with supermarket sales up 4.6% in the year to June. The company's strong result was also helped by Big W returning to profit in the year, with pre-tax earnings of $64m, from a $33m loss the year before.
However, rival Coles experienced a slump in sales in July due to the Ooshies promotion, with sales rising almost 4% but slowing in July. The slump in Coles' sales lasted for nearly four weeks, highlighting the impact of the Ooshies craze on the supermarket giant's sales.
Woolworths hosted dedicated swap meets across the country to help customers complete their Ooshies collections, and a dedicated Facebook Ooshie swap group has over 45,000 members. The success of the Ooshies promotion has underscored the financial stakes behind what might look like a mere promotional gimmick.
## Why it matters The Ooshies craze has significant implications for the supermarket industry in Australia, with cost-of-living pressures and discount scandals fueling consumer anger. The major grocers are fighting to lure shoppers, and the success of the Ooshies promotion has given Woolworths a significant advantage over its rival Coles. The promotion has also highlighted the importance of innovative marketing strategies in driving sales and growth in the competitive supermarket industry.
## What happens next As the Ooshies promotion continues to drive sales and growth for Woolworths, the company is likely to build on its success and explore new ways to engage with customers and drive sales. Meanwhile, Coles will need to respond to the slump in sales and find new ways to compete with Woolworths and regain its market share. The outcome of the Ooshies craze will have significant implications for the supermarket industry in Australia and will be closely watched by consumers and investors alike.
