What Woolworths New Zealand does

Woolworths New Zealand is one of two dominant supermarket operators in New Zealand, holding approximately 41% of national grocery sales alongside Foodstuffs (combined ~82% duopoly). The company operates a network of approximately 185 stores across New Zealand under the Woolworths and Metro formats, headquartered in Mangere, Auckland, and is a wholly-owned subsidiary of Woolworths Group Australia (ASX: WOW). The business is currently transitioning from the prior Countdown brand identity to the Woolworths New Zealand brand, supported by an owned multi-channel retail platform (woolworths.co.nz, mobile apps, electronic shelf labels across all 185 stores, and the AI-powered Olive virtual assistant for customer service).

The product portfolio spans groceries, fresh produce, meat and seafood, bakery, deli, frozen foods, health and beauty, household essentials, and in-store pharmacy services at select locations. Distribution and fulfilment are delivered through a multi-channel model: physical retail, standard home delivery, same-day delivery, click-and-collect ($3.50 flat fee), Express Pickup ($6, 60 minutes), Direct to Boot, self-service eLockers, and the MILKRUN ultra-fast delivery app launched in February 2026 offering 10,000+ items in under one hour in Wellington and parts of Auckland. The Everyday Rewards loyalty programme provides member-only pricing on 1,000+ products, personalised Boost offers, and points accumulation, while the Delivery Saver subscription ($25.99/month, unlimited deliveries on orders over $100) creates recurring revenue.

Revenue is generated primarily through retail sales (transaction-based), supplemented by delivery and pickup fees, the Delivery Saver subscription, and loyalty-driven incremental spend. Go-to-market is multi-channel, blending physical retail, e-commerce, branded collectible promotions (Disney Ooshies, July–August 2026), weekly mailers, recipe content with shoppable integration, and community partnerships (e.g., The Spinoff's "A Little Better Every Day" documentary series). The customer base is broad-based New Zealand households, with no notable enterprise or B2B revenue concentration.

Name

Woolworths New Zealand

Legal name

Woolworths New Zealand Limited

Website

https://woolworths.co.nz

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Woolworths New Zealand is a mass-market supermarket retailer operating 185 stores across New Zealand, serving general households with groceries, fresh food, and household essentials through physical retail, e-commerce, and the MILKRUN ultra-fast delivery platform.

Ownership category

akta.pro rank

Product category

Grocery Retail / Supermarket

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Online Bulk & Pantry Staples Retail (CRAHAIAG)

Keywords

• Grocery retail
• Online supermarket
• Fresh produce
• Loyalty rewards
• Quick commerce

Headquarters

HQ city

Manukau

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales (In-Store and Online): Woolworths NZ generates the majority of revenue through retail sales of groceries, fresh produce, packaged goods, frozen foods, health and beauty, and household items across its chain of approximately 185 stores and its e-commerce platform woolworths.co.nz. The company offers own-brand products alongside national brands.
2. Delivery and Pickup Fees: Revenue is generated from delivery fees ($9 for orders over $200, $14 for orders under $200, $19 for 90-minute Delivery Now), pickup fees ($3.50 per standard order, $6 for Express Pickup), and bag fees ($1.50 per order).
3. Delivery Saver Subscription: Recurring subscription model offering unlimited deliveries for less than $6.50 per week on all orders over $100, with a 30-day free trial and monthly billing at $25.99 per month for unlimited deliveries.
4. Everyday Rewards Programme: Loyalty programme generating revenue through increased customer spend, repeat purchases, and member-only pricing across 1,000+ products. Members collect points on every shop and receive personalised Boost offers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Woolworths New Zealand is a supermarket chain operating approximately 185 physical stores across New Zealand along with an online grocery platform (woolworths.co.nz). It sells groceries, fresh produce, meat, dairy, packaged goods, frozen foods, health and beauty products, and household essentials. The company supports multiple fulfillment channels including in-store shopping, home delivery, click and collect, and the MILKRUN ultra-fast delivery app, complemented by the Everyday Rewards loyalty programme and in-store pharmacy services.

Product overview

Woolworths New Zealand operates a unified online grocery platform (woolworths.co.nz) offering multiple shopping and fulfillment channels: standard home delivery, same-day delivery, express pickup (60 minutes), eLockers self-service pickup, and Direct to Boot drive-up service. The portfolio includes MILKRUN (ultra-convenient 1-hour delivery via app), Everyday Rewards loyalty program, and Delivery Saver subscription. In-store services include Pharmacy. The brand is undergoing a transition from the Countdown brand to Woolworths New Zealand. Promotional collectibles like Disney Ooshies drive customer engagement. Recipes, personalized offers, and AI chatbot Olive enhance the shopping experience.

Differentiator

Problem solved

Functional benefit

Brands

• MILKRUN: Ultra-convenient grocery delivery app offering over 10,000 items with delivery in under one hour
• Everyday Rewards
• Countdown

Products and services

• Woolworths Online Supermarket (woolworths.co.nz) Full-service online grocery shopping platform for New Zealand consumers offering home delivery, click-and-collect, and same-day delivery with browse, recipes, weekly specials, and Everyday Rewards integration.
• MILKRUN Ultra-Fast Grocery Delivery Ultra-convenient grocery delivery service for time-pressed consumers, delivering over 10,000 grocery items including hot food within one hour. Fulfilled by Woolworths supermarket team members.
• Delivery Saver Subscription Subscription service offering unlimited deliveries on all orders over $100 for $25.99 per month, with a 30-day free trial. Covers standard and same-day delivery.
• Pharmacy Services In-store pharmacy services available at select Woolworths locations across New Zealand, offering prescription medications and health consultations.
• Everyday Rewards Loyalty Programme Free loyalty programme allowing New Zealand customers to collect points on every shop, access member-exclusive pricing on 1,000+ products, and receive personalised Boost offers and $15 vouchers.

Named customers2 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, minor and flagship.

• New Zealand Loyalty AssociationcoreGTM or Marketing Partner · 17 March 2026Woolworths NZ is a founding advisory board member of the New Zealand Loyalty Association, a new industry body for loyalty and customer engagement practitioners. The association launched with a national loyalty study benchmarking nearly 80 programmes across 20+ customer experience measures and plans to hold its first Loyalty Leaders Summit on 28 May 2026 in Auckland.
• The SpinoffcoreGTM or Marketing Partner · 13 October 2025Woolworths NZ partnered with The Spinoff to produce a documentary series 'A Little Better Every Day' sharing stories of Kiwi resilience, food insecurity, community connection, and youth development. Woolworths supported the series through grants and partnerships.
• TerraCycleminorStrategic or Co-development PartnerWoolworths NZ partners with TerraCycle to recycle Disney Ooshies collectibles. Customers can return spare or pre-loved Ooshies to any Woolworths store for recycling through TerraCycle's programme.
• The Walt Disney Company / Pixar / Marvel / Star WarsflagshipGTM or Marketing PartnerWoolworths NZ holds a licensed promotional partnership with Disney, Pixar, Marvel, and Star Wars for the Disney Ooshies collectible promotion running 13 July – 23 August 2026. 40 unique Ooshies across four entertainment franchises with one free collectible per $30 spend.
• Rideshare Delivery PartnersminorChannel Partner/ Reseller/ DistributorWoolworths NZ's MILKRUN ultra-fast delivery service is fulfilled in part through rideshare partner networks for the Delivery Now service (up to 50 items delivered within 90 minutes).
• New Zealand Commerce Commission (NZCC)minorOthersWoolworths NZ received a regulatory warning from the NZCC for a probable breach of the Grocery Industry Competition Act related to product-range review methods and delisting practices. Woolworths subsequently amended its procedures to comply with regulations.

Scale indicators4 records

Recent moves8 records

Expansion highlights10 records

Emerging players

• HelloFresh: Global leader in meal-kit delivery with operations across multiple geographies. Represents the broader online grocery and meal-solution category that Woolworths NZ competes against for share of wallet on dinner occasions, particularly relevant given Woolworths' recipe and MILKRUN investments.
• MyFoodBag: New Zealand meal-kit and online grocery delivery company offering recipe-based grocery boxes. Represents the emerging online grocery / meal-solution category that intersects with Woolworths NZ's recipes platform and MILKRUN rapid-delivery ambitions.

Broad incumbents

• Coles Group: Australia's second-largest supermarket chain and Woolworths Group's primary competitor. Operates Coles supermarkets, Coles Online, and Coles Liquor with comparable omnichannel model, Everyday Rewards-equivalent loyalty program (Flybuys), and similar private-label strategy relevant to benchmarking NZ operations.
• Woolworths Group (Australia): ASX-listed parent company of Woolworths NZ operating supermarkets, Big W, Endeavour Drinks, and Meta. Operates the broader Woolworths supermarket chain in Australia and shares strategic initiatives, loyalty programs, and supply chain infrastructure with the NZ subsidiary.
• Kroger: Largest pure-play grocery retailer in the United States operating 2,700+ stores under multiple banners. Comparable to Woolworths NZ as a multi-banner, omnichannel supermarket operator with strong private-label, loyalty (Boost), and digital grocery capabilities.
• Ahold Delhaize: European-headquartered multinational supermarket operator with banners across the US (Stop & Shop, Food Lion, Giant), Netherlands (Albert Heijn), and Belgium (Delhaize). Highly comparable multi-channel grocery operator with strong loyalty programs and private-label focus.
• ALDI: German-headquartered hard-discount grocery chain with significant Australian operations and growing presence across Australasia. Competes on price-led positioning and private-label depth, pressuring Woolworths NZ and Foodstuffs on the value end of the NZ grocery market.

Direct peers

• Costco Wholesale: Membership-based bulk warehouse retailer with New Zealand locations in Auckland and other centers. Competes with Woolworths NZ for household grocery share through bulk pack sizes and aggressive private-label pricing, particularly for pantry staples.
• The Warehouse Group: New Zealand general merchandise and discount retailer (The Warehouse, Warehouse Stationery, Noel Leeming) that has expanded into grocery and fresh produce categories. Competes directly with Woolworths NZ on price-sensitive household shopping and click-and-collect convenience.
• Foodstuffs New Zealand: Foodstuffs is the New Zealand grocery cooperative operating Pak'nSave, New World, and Four Square banners. Together with Woolworths NZ it forms the NZ grocery duopoly controlling ~82% of grocery sales, making it the most directly comparable peer in terms of product mix, customer base, and omnichannel strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@woolworths_nz
• Facebookfacebook.com/woolworthsnewzealand
• LinkedInlinkedin.com/company/woolworths-new-zealand
• Instagraminstagram.com/woolworths_nz
• Pinterestpinterest.nz/woolworths_nz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Woolworths New Zealand