Woolworths Group has acknowledged a contraction in its plant-based product range across Australian and New Zealand stores, following pressure from three advocacy organisations representing more than 130,000 people.
The Vegan Society of Aotearoa New Zealand, Vegan Australia, and Doctors for Nutrition sent a joint letter to Woolworths in late April requesting the retailer reverse cuts to vegan product lines. Kate Eastoe, General Manager for Public Affairs, Communications and Sustainability at Woolworths New Zealand, responded on behalf of the Group, confirming the letter had “been considered at the highest levels of Woolworths Group.”
Supplier exits and slow cheese sales cited
Woolworths attributed part of the reduction to suppliers leaving the market. “Several suppliers have left the market in the last three years, limiting the options we could offer,” Eastoe wrote. The company also pointed to underperforming plant-based cheese lines as a driver of space cuts.
Three dairy-free cheese brands were introduced into 60 stores, but failed to gain traction. “Sales performance is poor and declining, with higher levels of unsold stock. Shelf and chiller space is precious in our stores, and commercial reality means we have had to reduce the space we offer to these products,” Eastoe wrote.
New vegetarian and vegan-friendly products are nonetheless planned for later in 2026.
The visibility question
The organisations contend that poor placement, not weak demand, is behind the sales figures. Consumer surveys and social media feedback gathered after the initial letter found that vegan sections had been reduced to as little as a third of their previous size in some stores, and moved to less prominent positions. A notable share of respondents said they had switched to competitors, including Coles, New World, and independent retailers, as a result.
Sustainability commitments under scrutiny
The groups also argue the cuts sit uneasily alongside Woolworths’ own sustainability targets, which include expanding plant protein ranges and reducing Scope 3 emissions by 19% by 2030.
“Woolworths has a clear opportunity to demonstrate leadership. By maintaining or increasing its range of plant-based products, it can help normalise healthier choices and align with evolving dietary guidance and consumer expectations,” said Doctors for Nutrition CEO Rebecca Stonor.
The organisations have proposed integrating plant-based products into mainstream category aisles, improving stock consistency, and running campaigns to drive customer discovery. Dialogue between the parties is continuing.
