Customers increasingly care about their health
Each year we track and monitor Australians' perceptions of food and health to understand their needs and motivations to help them make healthier choices. We asked 2,000 Australians what health means to them, steps they have taken to eat healthier as well as the main barriers to being healthy.
Our customers increasingly tell us that health is important to them, but for nearly one in two people healthy eating is perceived to be expensive. The cost of healthy food, a lack of motivation to cook, difficult to change eating habits and a lack of time are the main barriers to healthy eating. The situation seems to be improving with fewer Australians reporting healthy eating is less affordable compared to a year ago.
Reference: Woolworths Food and Health Survey May 2018, N=2000
Inspiring healthy choices for a better future
Woolworths is determined to help kids eat healthier with our Fresh Food Kids program. Our ambition is to make it fun and easy for kids to eat fruit and vegetables by empowering them with educational and hands-on activities. That’s why we:
Reducing prices on healthier products
We have dropped the price on over 1,000 ‘healthier for you’ foods over the last few years. Some of the new healthier for you products added to the prices dropped program this year includes: Woolworths Family Size Spaghetti Bolognese, Woolworths range of Muesli and Boost Frozen Fruit.
Woolworths defines items as ‘healthier’ based on whether it's a core food as laid out by the Australian Dietary Guidelines or has a health star rating of 4 or above.
Having access to affordable fresh fruit and vegetables is a priority for our customers. Our Woolworths Odd Bunch range of imperfect fruit and vegetables not only helps customers save money, it also helps minimise food waste. This has been a highly successful program, and Woolworths has sold over 100 million kilos of the Odd Bunch range - a testament to the support of customers looking for affordable, but funky looking fruit and vegetables.
Signposting healthier options
To help our customers find healthier choices in store we have:
Improving the nutrition of Woolworths Food Range
We are committed to providing clear and transparent labelling, not using additives our customers have asked us to remove, and improving the nutritional profile of products to make healthier choices easier. All Woolworths food range now have no artificial colours and flavours or added MSG.
*When compared to equivalent previous Woolworths products since July 2012
In 2018, Heart Foundation Victoria recognised our salt reduction efforts across Woolworths Food Range claiming Woolworths is leading the way for other food companies and retailers in Australia https://unpackthesalt.com.au/casestudies/woolworths/
Woolworths is part of the Government’s Healthy Food Partnership Executive Committee, which aims to improve the dietary habits of Australians.
In 2017 we hosted our first stakeholder day in Australia and New Zealand with over 100 like-minded partners from industry, NGOs and government. We shared our approach to helping customers shop healthier and to start a conversation on how we can collaborate on initiatives to make healthier eating easier.
Pictured above left to right: Alex Holt, General Manager Quality, Sustainability and Health, Stevie Wring, Head of Health and Nutrition, Amanda Bardwell, Managing Director WooliesX, Brad Banducci, CEO and Managing Director, Woolworths Group, Andrew Hicks, Director of Marketing, Woolworths Food Group and Supermarkets
Growing a good food team culture
We now employ five accredited nutritionists across Australia and New Zealand to implement our health guidelines and commitments. To embed our health strategy in 2018 Australia established a cross-functional health working group supported by our Executive Committee with representatives from buying, marketing, strategy and nutrition.
Deakin University’s Health Ratings for Supermarkets Report
In 2018 Deakin assessed Australian supermarkets on their health initiatives and ranked Woolworths as the highest performer in the group. The Report called on Australian retailers to do more to encourage healthy eating. Whilst we’ve made some progress, we acknowledge there is more we can do.
We are determined to lead the way when it comes to helping our customers make healthier choices, with these initiatives representing the start of our journey in this area.