SYDNEY, August 26, 2026, 23:01 (AEST)
- Woolworths finished at A$40.18, rising 3.42% after hitting a high of A$41.19.
- Ooshies contributed between 1.5 and 2.0 percentage points to early FY2027 sales growth in Australian Food.
- Group EBIT for FY2026 increased by 12.7% to A$3.105 billion, while underlying profit was up 15.4%.
Shares of Woolworths Group Limited ASX:WOW climbed 3.42% on Wednesday. The retailer reported that Disney Ooshies contributed as many as two percentage points to early food sales growth.
The promotion accounted for 19.7% to 26.3% of the 7.6% increase. Its impact is significant, as the campaign concluded on August 25.
WOW finished up A$1.33 at A$40.18. The gain, based on about 1.22 billion shares in circulation, lifted its estimated quoted value by A$1.62 billion. Shares changed hands between A$39.90 and A$41.19, with volume at 4.50 million.
The single-day increase was roughly 4.6 times greater than Woolworths’ A$351 million rise in annual EBIT. This highlights how highly investors valued the rebound in earnings and present trading performance.
| Woolworths metric | FY2026 / current | Change or context |
|---|---|---|
| Group sales | A$71.539bn | up 3.6% |
| EBIT before significant items | A$3.105bn | rose 12.7% |
| NPAT before significant items | A$1.599bn | increased by 15.4% |
| Australian Food sales | A$53.852bn | up 4.6% |
| Early FY2027 Australian Food sales | +7.6% | Ooshies contributed an additional 1.5–2.0 percentage points |
| Full-year dividend | A$0.97 per share | up 15.5% |
Australian Food reported an EBIT rise of 8.5% to A$2.953 billion. The operating margin advanced to 5.5%, up from 5.3%, even as price investment and increased wage expenses weighed.
Online demand provided an additional driver for growth. Group e-commerce revenue climbed 15.9% to A$10.596 billion, exceeding the pace of overall sales growth by over four times.
The Ooshies campaign provided one collectible per A$30 purchase, featuring 40 different characters and rolling out to BIG W and MILKRUN. Woolworths stated that 97% of the range was made from recycled materials.
Chief Marketing Officer Sean Barrett stated that the initiative was designed to make the weekly grocery trip “even more rewarding.” The campaign additionally included a A$10 collector case.
Pricing is still a key focus for investors. Woolworths has increased its Lower Shelf Price initiative, now covering 1,035 items. These items have seen an average price cut of 16.4%.
Indicators on the balance sheet saw gains as well. Operating cash flow before interest and tax totaled A$6.5 billion. Cash realization stood at 107%. The net debt-to-EBITDA ratio declined to 2.5 times.
Coles Group Limited ASX:COL shares rose 1.18% to A$24.03. Supermarket sales for the company increased 3.7% in the first eight weeks, lagging behind Woolworths, which posted a 7.6% rise.
Analysts are still wary following the recent rally. The consensus rating stands at Neutral, comprising three Buy, seven Hold, and five Sell calls. The average price target of A$37.04 is 7.8% lower than the share price at Wednesday’s close.
Risks are apparent. Ooshies concluded on Tuesday, meaning the associated sales boost could soon decline. Ongoing investments in shelf prices or rising wage demands could also restrict future margin improvements.
The following metric is retention. Investors are looking for proof that food growth continues to surpass competitors even without the benefit from collectibles. The valuation increase on Wednesday limits the potential for a significant drop-off after the campaign ends.
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