Woolworths Group Ltd (ASX:WOW) Stock: Share Price, Latest News, Forecasts and Week-Ahead Outlook (Updated 14 December 2025)

Updated: Sunday, 14 December 2025 (AEST)
Stock: Woolworths Group Limited (ASX:WOW)

Woolworths Group Ltd shares head into the new week with investors juggling two big themes that rarely sit comfortably together: political heat (fresh regulation aimed at “price gouging”) and execution stories (faster delivery, bigger digital baskets, and a once-in-a-generation logistics rebuild).

The stock finished last week slightly higher, but the conversation around Woolworths has escalated sharply over the weekend—thanks to a newly announced ban on “excessive pricing” due to start next year, and fresh debate over how supermarkets price essentials during a cost‑of‑living crunch. ^[1]

Below is what matters for Woolworths Group (WOW) stock this week, plus the most important catalysts to watch in the week ahead.

Woolworths share price today: where WOW closed and what changed this week

Because it’s Sunday, the ASX is closed; the most recent official update is Friday’s close.

Woolworths’ investor page showed WOW at A$29.56 at the close on 12 December 2025, with a daily high of A$29.58 and low of A$29.29. ^[2]

On a week-on-week basis, WOW was modestly positive. Based on daily closes, the stock moved from A$29.28 (Mon, 8 Dec) to A$29.56 (Fri, 12 Dec)—about +0.96% for the week. ^[3]

For broader context, Investing.com lists WOW’s 52‑week range at A$25.51 to A$33.76—which puts the stock closer to the middle of its yearly band than the extremes. ^[4]

The big Woolworths news in the last few days (and why investors care)

1) Australia’s new “price gouging” ban: sentiment risk rises again

The biggest headline risk landing over the weekend: the Federal Government has announced new laws to prohibit “excessive pricing” by very large grocery retailers, explicitly including Coles and Woolworths, with the ban set to commence on 1 July 2026 and enforced by the ACCC. ^[5]

Key details reported include potential penalties per contravention that can scale to A$10 million, three times the benefit, or 10% of turnover (depending on how the benefit is assessed). ^[6]

Woolworths and industry bodies have pushed back publicly, arguing the approach is subjective and may create compliance costs and unintended consequences. ^[7]

Why this matters for WOW stock:
Even though the start date is still months away, markets trade narratives. A “ban” framed around supermarket pricing can pressure valuation multiples (investors demand a bigger risk buffer) and keep the stock reactive to headlines—especially if the ACCC, Treasury, or MPs keep the issue in the news cycle.

And Woolworths already sits under an enforcement spotlight: the ACCC has ongoing Federal Court proceedings against Woolworths and Coles tied to alleged misleading discount pricing claims (Woolworths’ “Prices Dropped” promotion). ^[8]

2) Woolworths and DoorDash partnership: a major signal in the delivery war

On Thursday, Woolworths announced a new partnership with DoorDash to expand on-demand grocery delivery. Woolworths said on-demand now represents a “significant 40% of all ecommerce orders” for the supermarket, and pointed to “more than 12 million weekly visits” to its app and website. ^[9]

Woolworths also highlighted the breadth of its convenience offer:

Delivery Now: “full grocery shop delivered in under two hours” from 700+ stores
Direct to Boot Now: pick‑up in under 60 minutes
MILKRUN: “on average delivered in 33 minutes” from 630+ stores ^[10]

Why this matters for WOW stock:
This is Woolworths leaning into a strategic wedge: time. If the cost-of-living fight pressures margins, one way to defend revenue is to increase frequency and retention through convenience—especially for higher-margin “top‑up” and immediate-need baskets. The DoorDash move also raises the competitive stakes with Coles (and with delivery aggregators) heading into the busiest retail stretch of the year. ^[11]

3) Christmas trading: more online capacity, more pressure to execute

Woolworths’ own newsroom update (1 December) said it released an additional one million online order slots ahead of Christmas and offered free delivery on orders over A$150 for a short promotional window (1–5 December). ^[12]

It also gave unusually specific seasonal expectations: more than 4 million online orders over the festive season, including 2.4 million delivery orders and 1.6 million pick‑ups. ^[13]

Meanwhile, competitive intensity is clearly rising. Reporting this weekend described Coles pushing a Christmas advertising blitz via supplier marketing channels—while noting Woolworths’ delivery expansion and online order ambitions in the same breath. ^[14]

Why this matters for WOW stock:
December is where strategy meets reality. Higher online volumes are great—unless fulfilment costs, substitutions/out‑of‑stocks, or delivery delays spike. The market will be watching for any post‑Christmas commentary that hints at basket sizes, customer frequency, and (the big one) cost-to-serve.

4) Moorebank logistics transformation: the “boring” story that can move margins

A key operational story got fresh oxygen in early December via an investor site visit presentation on Woolworths’ Moorebank distribution facilities—essentially the backbone of the company’s supply chain modernisation.

From the presentation, Woolworths describes Moorebank as its largest single capital investment project, with A$1.3 billion in capital investment (including leases). ^[15]

It outlined two major sites:

Moorebank National Distribution Centre (NDC): 40,500 sqm, semi‑automated; throughput 2.5m cartons/week; about 15% of ambient grocery volume; ~12,000 SKUs; automation partner Dematic. ^[16]
Moorebank Regional Distribution Centre (RDC): 55,600 sqm, fully automated; throughput 2.8m cartons/week; about 85% of ambient grocery volume; ~9,000 SKUs; automation partner Vanderlande. ^[17]

Woolworths also cited targeted returns, including “double‑digit ROFE” and IRR >10%. ^[18]

On efficiency comparisons, the deck states previous sites were around ~30% more expensive on a cost‑per‑carton basis, and lists Moorebank RDC operating specs including 56,000 pallets storage and 99.99% pick accuracy (vs an older DC comparison at 99.50%). ^[19]

And it’s not only about dollars: Woolworths said the new sites are expected to reduce ~26,000 truck movements annually, alongside sustainability features like 5 Star Green Star ratings and 5.3MW solar generation. ^[20]

Broker commentary echoed the thesis: Jefferies has argued the Moorebank hub could sharpen Woolworths’ supply chain edge and help shave supply-chain costs while improving availability. ^[21]

Why this matters for WOW stock:
If investors had a single lever they’d love Woolworths to pull in FY26–FY27, it’s this: structural cost-out without damaging the customer offer. Logistics is where you can cut costs and lift availability—if the rollout behaves. It’s also where execution risk lives (automation ramp-ups are famously allergic to perfection).

5) Class action proceedings: a contained but real overhang

On 1 December, Woolworths issued an ASX announcement acknowledging that a shareholder class action had been commenced in the Federal Court by a law firm (Dutton Law). Woolworths said the proceedings relate to allegations regarding its disclosures in connection with team member underpayments, and that it would defend the matter. ^[22]

Why this matters for WOW stock:
Litigation is rarely the main valuation driver—until it is. Investors will watch for whether the matter remains “non‑market sensitive” as the company stated, or whether it evolves into a broader governance and disclosure narrative. ^[23]

Woolworths stock forecast: what analysts are projecting right now

Analyst targets remain clustered in a relatively tight band, which often signals a market that sees Woolworths as “solid but contested”—not a hyper-growth story, not a broken business either.

The Wall Street Journal’s market data page lists:

High target: A$33.00
Low target: A$28.25
Average: about A$30.29
Current price shown: A$29.56 ^[24]

Investing.com’s consensus estimates show a similar picture: an average 12‑month target around A$30.45, with the same high/low bounds (A$33 / A$28.25) and a split between buy and hold recommendations. ^[25]

What that implies (in plain English):

The consensus “middle” case is modest upside (roughly low‑single‑digits) from the last close. ^[26]
The bear case embedded in targets is not catastrophic—more like “valuation trims if regulation bites or competition wins.” ^[27]
The bull case requires Woolworths to prove that convenience + supply chain transformation can lift earnings quality without triggering a margin war.

The fundamental backdrop analysts keep circling

A key reference point remains Woolworths’ FY25 result and early FY26 commentary: Reuters previously reported Woolworths’ FY25 underlying profit decline and noted pressures including customer value-seeking, wage increases, and disruption impacts—while also outlining the company’s expectation for a recovery trajectory in food earnings growth (with tobacco an identified headwind). ^[28]

Separately, Woolworths’ own December update emphasised eCommerce growth (12.9% year-on-year in the “last quarter,” per its statement) and a 39% lift in “Delivery Now” demand—evidence that customers will pay for speed, at least some of the time. ^[29]

WOW technical take: what the price action is quietly saying (no hype, just levels)

Without getting mystical about candlesticks, there are three price facts that traders and longer-term investors both tend to respect:

A$30 remains the psychological magnet. WOW is sitting just under it at A$29.56. ^[30]
The 52‑week range (A$25.51–A$33.76) frames where “cheap” and “expensive” have been in the last year. At today’s level, WOW is not priced as distressed—and not priced as unstoppable. ^[31]
This was a low-drama week: a sub‑1% weekly gain, and a relatively tight daily range into Friday. That often sets the stage for the next big headline (policy, trading, or broker note) to matter more than usual. ^[32]

Week ahead: what to watch for Woolworths shares (15–19 Dec 2025)

Here’s the realistic watchlist—things that can actually move WOW in the next five trading days.

Regulatory follow-through (expect noise, not clarity)

The market will look for:

More detail on how “excessive pricing” is assessed in practice
Whether the ACCC signals enforcement posture or guidance direction
The risk of the issue expanding from “supermarkets” into broader retail pricing narratives ^[33]

Christmas execution signals

Investors will be sensitive to any indicators (company commentary, channel checks, or credible reporting) on:

Delivery slot availability and fulfilment performance
Promotional intensity vs Coles and discounters
Evidence that convenience initiatives are converting into repeat behaviour, not just one‑off holiday demand ^[34]

Ongoing “quiet catalysts” in operations

Moorebank doesn’t need a press conference to be important. If brokers keep publishing notes on supply chain gains and cost-to-serve improvements, that can support the stock—especially against a noisier regulatory backdrop. ^[35]

A longer-dated, but critical calendar marker

Woolworths’ next major scheduled market event is H1 FY26 Results on 25 February 2026, per the company’s shareholder calendar. It’s not next week—but it shapes positioning now, because December/January trading quality can set the tone for that print. ^[36]

Bottom line for Woolworths (WOW) investors right now

Woolworths stock is being pulled by opposing forces:

Downward pressure (sentiment/valuation): escalating regulation and political scrutiny of supermarket pricing, plus the ever-present risk of a margin-heavy promotional battle. ^[37]
Upward pressure (execution/earnings quality): a rapidly expanding convenience ecosystem (MILKRUN + Delivery Now + DoorDash) and a logistics transformation at Moorebank that—if it delivers as promised—can structurally improve availability and cost efficiency. ^[38]
Background overhang: class action proceedings linked to underpayment disclosure allegations, which Woolworths says it will defend. ^[39]

For the week ahead, expect WOW to trade less on “what happened last quarter” and more on headlines, policy interpretation, and competitive Christmas signals—while analysts keep one eye on whether supply chain benefits are finally compounding into measurable margin resilience.