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Disney Ooshies promotion lifts Woolworths food sales in Australia
Woolworths estimates the promotion added 1.5 to 2 percentage points to its 7.6% food sales growth over the first eight weeks of the 2027 fiscal year.
Disney-themed collectible Ooshies are proving to be a sales lever in Australia’s supermarket battle, with Woolworths Group saying its Disney figurine promotion boosted food sales in the early part of the 2027 financial year. According to SCMP Economy, Woolworths reported Australian food sales up 7.6% in the first eight weeks, and it estimated the Ooshies campaign added an estimated 1.5 to 2 percentage points to that growth.
SCMP Economy also reports that Woolworths’ chief rival, Coles Group, linked weaker momentum in July to a “competitor’s collectibles campaign.” Coles said supermarket sales rose almost 4% and it gained market share in the year through June, but growth slowed in July amid the Ooshies push.
Jefferies analysts Michael Simotas and Naveed Fazal Bawa said Woolworths’ start was supported by solid underlying growth, with the Ooshie benefit compounding results. The reporting highlights that the grocers are competing for shoppers amid broader consumer skepticism about pricing.
The story frames the collectible promotion as more than a gimmick, pointing to the stakes for dominant grocers as cost-of-living pressures and past discount scandals intensify scrutiny of whether customers are getting fair deals, according to SCMP Economy.