Vegan Australia, the Vegan Society of Aotearoa, New Zealand and Doctors For Nutrition have written to Woolworths Group raising serious concerns about the reduction and marginalisation of vegan products in supermarkets across Australia and Aotearoa.

The joint letter highlights a growing pattern: fewer vegan products on shelves, reduced visibility and inconsistent placement that makes these products harder to find. These changes are not neutral. They shape what people see, what they recognise as normal and ultimately what they buy.

Supermarkets shape demand, they do not just respond to it

A common claim is that supermarkets simply reflect consumer demand. However, retail environments actively construct demand through product placement, pricing, promotion and availability.

When vegan products are reduced, placed inconsistently or not clearly identified within standard product categories, they become harder to find and less likely to be chosen. Conversely, when they are consistently placed, clearly labelled and integrated into everyday shopping, they become part of normal purchasing behaviour.

This is why access matters. It is not only about those already living vegan, but about enabling a broader shift away from the use of animals.

Community response shows widespread concern

Public responses to the announcement from the Vegan Society of Aotearoa reveal a consistent pattern across regions:

• Shoppers report declining availability of vegan products in both large cities and regional areas
• Vegan products are no longer consistently placed or easy to locate within standard product categories
• Products are being discontinued or replaced with limited alternatives
• Some stores are placing animal-derived products within vegan-labelled areas or without clear distinction, creating confusion and undermining reliable identification

These are not isolated experiences. They reflect systemic retail decisions that are reducing the visibility and accessibility of vegan products.

At the same time, some comments point to a key issue: the assumption that vegan demand is too small to justify shelf space. This view ignores both the role of supermarkets in shaping demand and the significant proportion of the population open to vegan products when they are accessible and affordable.

Beyond "choice": a question of justice

Veganism is grounded in recognising animals as individuals with their own lives, not as products to be used. Supermarket practices that marginalise vegan products reinforce the idea that using animals is the default and unavoidable.

Ensuring that vegan items are visible, available and normalised is one step towards challenging that assumption.

Constructive solutions proposed

The joint letter outlines practical steps Woolworths can take:

• Maintain and expand vegan product ranges
• Ensure consistent availability across locations, including regional stores
• Improve visibility through clear placement and integration into standard categories
• Avoid segregating or obscuring vegan products in ways that reduce accessibility

These are not radical demands. They are basic measures to ensure that products which do not rely on the use of animals are available and visible to the public.

A call for accountability and leadership

Woolworths, as one of the largest supermarket groups in the region, has significant influence over food systems and social norms. With that influence comes responsibility.

The organisations involved in this letter represent over 130,000 people across Australia and Aotearoa who are calling for a shift away from practices that entrench the use of animals.

We look forward to Woolworths' response and to a constructive engagement on how supermarkets can play a role in moving towards a food system that no longer depends on the exploitation of our fellow animals.