Woolworth's new Countdown supermarket in central Auckland. Photo / Kellie Blizard
Woolworths, which has about 40 per cent of New Zealand's supermarket sales, has widened its margins and recorded growth in both revenue and earnings in a first-half characterised by the rebranding of all its outlets as Countdown.
Woolworths New Zealand earnings before interest and tax rose 11 per cent to
$149 million in the 27 weeks ended January 1, according to its Australian parent's results. Sales climbed 3 per cent to $2.88 billion while its gross margin widened 61 basis points to 23.03 per cent.
"We have continued to grow market share, customer numbers, items sold and basket size," the company said. "This reflects the success of the conversion of stores to the value-positioned Countdown brand, which was completed just before Christmas."
Phasing out Woolworths' own brand takes its supermarket offering down toward the value brand of local rival Foodstuffs, which has 60 per cent of the market, worth about $8.06 billion in 2011, through its Pak'nSave, New World, Four Square, Gilmours and Liquorland outlets.
The three cooperatives that make up Foodstuffs eked out sales growth of about 0.1 per cent last year, based on a tally of their combined revenue.
