Woolworths has confirmed a major layout change across 125 stores nationwide, targeting ‘time-poor’ Aussies who are shifting their buying behaviour.
Now, when shoppers enter the retail giant, many will be greeted with 380 new ready-made products aiming to speed up dinner time.
Retail expert Gary Mortimer said the move, seen by Yahoo News at Sydney’s Maroubra Beach store, shows that Woolworths is recognising that many Australians are choosing grab-and-go options rather than making meals from scratch.
“We don’t generally have a lot of time during the week to put a meal together from scratch, and as a result, we’re looking for those ready-to-eat meal solutions,” he told Yahoo News.
According to internal Woolies data, 48 per cent of Aussie home cooks are stuck in a loop of five or fewer go-to recipes.
Woolworths’ range of easy-to-prep products, including lasagne, slow-cooked meals and high-protein options, starting from around $5 per serve, aims to help expand that range.
“What we’ve seen is this shift away from your classic frozen meal, you just stick it in the microwave, to getting fresh, convenient meals,” Mortimer explained.
“So these are cryovac, fresh products that require minimal cooking, but certainly more convenience.”
They’re positioned at the front of the store so you can “rush in, grab those meal solutions and get out quickly.”
What changes have you noticed at Woolworths? Contact newsroomau@yahoonews.com
Ready-Meals Reset, High-Protein Picks, Slow-Cooked Range, Mid-Week Roast, and the Fresh Menu are available nationwide as part of Woolworths’ product expansion. Source: Woolworths
Shoppers prepared to pay for convenience
Mortimer said despite Australia’s widespread cost-of-living crisis, shoppers will pay a premium for convenient, easy-to-prepare meals.
“It’s financially better for you to cook from scratch, but the downside is that it takes time,” he said.
“This is about looking forward and saying, ‘Where’s society going?’, Yes, we’re all time poor. Let’s create a range of fresh, ready-to-go meals for time-poor consumers, busy students, and the elderly, as Australia’s population is ageing. “
Meals offer peak freshness and reduce meal-prep time
A Woolworths spokesperson told Yahoo News the expanded dinner-time range is all about offering “fresh and convenient” solutions for Aussie customers.
“While the immersive, large-scale in-store displays and specialised features are only appearing in select locations, like Maroubra, the ranges are available on shelves nationwide,” they said.
“These options are specifically portioned and prepared to lock in peak freshness and reduce meal-prep time.”
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Woolworths plans to offer a convenient range of solutions for Aussie customers who don’t have time on their side. Source: Getty Images
Ready-to-go meals lead to less food waste
Mortimer said preparing meals often leads to more waste after buying vegetables, meat, sauces, and other items, which means leftovers end up being thrown away.
“In contrast, these pack sizes are designed to provide a balanced meal portion for the average person.
“These are essentially serving suggestions; the meals are portioned to reflect what a complete meal should look like. If the full 280g or 350g serving is eaten, there’s little to no waste.”
What other stores have changed?
All stores across the country are set to offer parts of the new range, while some will have an extensive option.
In Queensland, Fortitude Valley, Spring Hill, Buderim, and Rode Road Metros will have the full range in store.
The same applies to Bondi Junction, Chatswood, Surry Hills, Potts Point, Coogee, and Lane Cove in NSW.
And Kew, St Kilda West, Hawthorn East, Werribee, Prahran, and Carnegie in Victoria.
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