When Sharon Leisk walks down the aisles of her local Woolworths in Western Australia, she sees empty spaces where her weekly staples used to sit.
Vegan sections shrunk dramatically, shelves merged, staples vanished, and variety reduced to a handful of products. Fed up with what she calls poor category management, Sharon launched a petition that's struck a chord with thousands of Australians.
The petition has gained significant momentum, with supporters recognising that petitions with 1,000+ supporters are 5x more likely to win. What started as one shopper's frustration has evolved into a broader conversation about consumer choice, corporate responsibility, and who really decides what ends up on our supermarket shelves.
In this article
The disappearing act: What's really being removed
Sharon's calling on Woolworths to restore core vegan staples like tofu, tempeh, vegan cheese, deli slices, and the Macro range to shelves. For many Australian households, these aren't niche products but weekly essentials for family meals.
The changes haven't gone unnoticed by regular shoppers. 'It's utterly disappointing seeing more and more vegan options coming off the shelves when Woolworths and Cole's can afford to keep them on the shelves,' reflects one petition supporter, echoing concerns about Australia's grocery duopoly.
Woolworths has responded to criticism by confirming they have reduced their plant-based range. 'Customer demand for plant-based protein products in our stores has most definitely softened, and this is in line with what we're seeing in other markets around the world,' a spokesperson told media.
'Sales fell after shelves were downsized, ranges cut, and the wrong products chosen, often by buyers who don't even eat plant-based themselves. This is not a demand problem, it's a category management problem.'
The data doesn't add up: Growth vs decline
Here's where things get interesting. While Woolworths claims softening demand, recent research tells a different story. Food Frontier's 2023 State of the Industry report shows plant-based meat sales in Australia have increased by a total of 47 per cent between 2020 and 2023 and per-capita consumption has increased by 28 per cent.
The disconnect appears to lie in where Australians are eating plant-based foods. The rise of plant-based meat in Australia has been driven by its foodservice performance since Covid-19. In 2023, sales across foodservice and retail reached AU$272.5M, representing a 47 per cent increase from 2020.
Meanwhile, a 2024 Food Frontier report found that while Aussies are eating more plant-based meals when dining out, supermarket sales have actually fallen slightly over the past few years.
Why the shift matters for your household budget
In 2024, 'meat reducer' has become the most popular dietary choice among Australians, with 21 per cent of the population adopting it. This choice is driven by increasing awareness of the health and environmental benefits associated with eating less meat. This isn't about strict veganism—it's about flexibility and choice.
The cost-of-living crisis plays a significant role. Recent research backs up the economic challenges, with CEO of Food Frontier, Dr Simon Eassom, noting that despite the economic pressures, 'it's evident that the industry is here to stay'. Plant-based products, often positioned as premium alternatives, become easy targets when household budgets tighten.
Plant-based market snapshot
Australian plant-based food market valued at $433 million in 2024
Expected to reach $909 million by 2034 (7.7 per cent annual growth)
47 per cent sales increase from 2020-2023 overall
21 per cent of Australians now identify as 'meat reducers'
Health benefits that matter most to you
For Australians over 60, the health implications of reduced plant-based options extend beyond personal preference. Recent Australian research reveals compelling benefits for older adults following plant-based eating patterns.
One study that worked with 328 patients aged 60 or older found results that consistently linked a vegan diet with lower pill use, showing a 58 per cent reduction in pill use. Research on older adults aged 65-75 found that pro-vegetarian diets reduced diastolic blood pressure, total cholesterol and glucose levels, with improvements in body composition, function, and cardio-metabolic parameters.
Australian research specifically examining older women found promising cognitive benefits. Plant-based food (PBF) is well-known for its benefits for physical health; however, its impacts on brain health are less well understood, especially in ageing women. This study aimed to examine the association between different proportions of midlife daily PBF intake and late-life cognitive health among ageing Australian women.
Health benefits for seniors on plant-based diets
- 58 per cent reduction in prescription medication use
- Lower blood pressure and cholesterol levels
- Improved glucose control
- Potential cognitive protection in later life
- Better body composition and function
Health Disclaimer: These benefits should not replace professional medical advice. Always consult your healthcare provider before making significant dietary changes, especially if you're on medication or managing chronic conditions.
The grocery duopoly dilemma
According to Sharon, Woolworths and Coles hold enormous power as Australia's grocery duopoly, and with that comes a duty of care to provide fair access to food for everyone, including the growing number of Australians choosing plant-based diets for ethical, environmental, or health reasons.
This concentration of market power means that when major retailers make category decisions, they can significantly impact consumer choice across the entire country. Sharon argues this is not a demand problem, it's a category management problem.
The numbers suggest there's still appetite for plant-based options. In major retail in Australia, the plant-based meat category has gone from fewer than five brands made by Australian/New Zealand businesses in 2017, to more than 30. Additionally, CSIRO has estimated that the plant-based products category in Australia will reach $6 billion by 2030.
Consumer power in action: What happens next?
Woolworths has indicated some changes are coming. The spokesperson said that while certain ranges had been reduced, 'We'll shortly be offering all chilled plant-based products and ingredients in a single place in our stores to make it easier for customers to find what they're after'.
What's needed now is collaboration, not contraction. 'Let's show Woolworths that inclusivity, sustainability, and customer choice matter,' Sharon argues in her petition.
Making your voice count
Beyond signing petitions, there are practical ways to influence retailer decisions:
- Shop with intent: Consistently purchase plant-based options when available
- Speak to management: Local store managers often report customer feedback upward
- Explore alternatives: Support independent retailers and online suppliers
- Community pressure: Share experiences on social media and review platforms
The bigger picture: Food access and choice
Vegan and plant-based eating isn't a 'niche.' It's part of Australia's shift toward more ethical, sustainable, and healthy food systems.
For many Australian households, this isn't just about product availability—it's about recognition and representation in our food system. This is about more than tofu, it's about fair access, representation, and responsible leadership from one of Australia's largest companies.
Sharon's petition represents more than one shopper's frustration—it's become a rallying point for Australians who believe consumer choice shouldn't be dictated solely by short-term sales figures. As our population ages and health consciousness grows, the availability of diverse food options becomes increasingly important.
What's your experience been with plant-based options at your local supermarket? Have you noticed products disappearing from shelves, or found new alternatives? Share your thoughts and experiences in the comments below—your voice might just influence what ends up on Australian supermarket shelves.
Primary Source
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text: But in the past months, shoppers have watched vegan sections shrink dramatically, shelves merged, staples vanished, and variety reduced to a handful o...
Excerpt: Vegan sections shrunk dramatically, shelves merged, staples vanished, and variety reduced to a handful of products
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text: ... Let’s get to 1000 signatures! Petitions with 1,000+ supporters are 5x more likely to win!
Excerpt: The petition has gained significant momentum, with supporters recognising that petitions with 1,000+ supporters are 5x more likely to win
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
Woolworths shopper starts petition to bring back 'everyday essentials' to shelves
Cited text: Woolworths, Coles, Aldi customers warned by CHOICE over mistake costing Aussies · Warning after major 'threat' found in Woolworths product: 'Do not th...
Excerpt: Sharon's calling on Woolworths to restore core vegan staples like tofu, tempeh, vegan cheese, deli slices, and the Macro range to shelves
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text: It’s utterly disappointing seeing more and more vegan options coming off the shelves when Woolworths and Cole’s can afford to keep them on the shelves...
Excerpt: It's utterly disappointing seeing more and more vegan options coming off the shelves when Woolworths and Cole's can afford to keep them on the shelves
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
Woolworths shopper starts petition to bring back 'everyday essentials' to shelves
Cited text: 'Customer demand for plant-based protein products in our stores has most definitely softened, and this is in line with what we’re seeing in other mark...
Excerpt: 'Customer demand for plant-based protein products in our stores has most definitely softened, and this is in line with what we're seeing in other markets around the world,'
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Survey reveals Australia’s most popular diets in 2024—Food Frontier
Cited text: Food Frontier’s 2023 State of the Industry report shows plant-based meat sales in Australia have increased by a total of 47 per cent between 2020 and 2023 and...
Excerpt: Food Frontier's 2023 State of the Industry report shows plant-based meat sales in Australia have increased by a total of 47 per cent between 2020 and 2023 and per-capita consumption has increased by 28 per cent
https://www.foodfrontier.org/survey-reveals-australias-most-popular-diets-in-2024/
Food Frontier CEO on How Plant-Based Meat is Faring in Australia
Cited text: The rise of plant-based meat in Australia has been driven by its foodservice performance since Covid-19. In 2023, sales across foodservice and retail ...
Excerpt: The rise of plant-based meat in Australia has been driven by its foodservice performance since Covid-19.
https://www.greenqueen.com.hk/plant-based-meat-sales-australia-food-frontier-state-of-the-industry/
Woolworths shopper starts petition to bring back 'everyday essentials' to shelves
Cited text: A 2024 Food Frontier report found that while Aussies are eating more plant-based meals when dining out, supermarket sales have actually fallen slightl...
Excerpt: a 2024 Food Frontier report found that while Aussies are eating more plant-based meals when dining out, supermarket sales have actually fallen slightly over the past few years
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Survey reveals Australia’s most popular diets in 2024—Food Frontier
Cited text: In 2024, ‘meat reducer’ has become the most popular dietary choice among Australians, with 21 per cent of the population adopting it. This choice is driven by...
Excerpt: In 2024, 'meat reducer' has become the most popular dietary choice among Australians, with 21 per cent of the population adopting it.
https://www.foodfrontier.org/survey-reveals-australias-most-popular-diets-in-2024/
Woolworths shopper starts petition to bring back 'everyday essentials' to shelves
Cited text: Recent research backs up Woolworths' claim that demand for plant-based foods has dropped off in stores.
Excerpt: Recent research backs up the economic challenges, with CEO of Food Frontier, Dr Simon Eassom, noting that despite the economic pressures, 'it's evident that the industry is here to stay'
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Woolworths shopper starts petition to bring back 'everyday essentials' to shelves
Cited text: CEO of Food Frontier, Dr Simon Eassom, said despite the economic challenges faced by plant-based meat companies here and overseas, 'it's evident that ...
Excerpt: Recent research backs up the economic challenges, with CEO of Food Frontier, Dr Simon Eassom, noting that despite the economic pressures, 'it's evident that the industry is here to stay'
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Discover the benefits of a plant-based diet for seniors.
Cited text: Here are a few of the proven benefits linked to eating a consistently plant-based diet: A 58 per cent reduction in pill use. One study that worked with 328 pa...
Excerpt: One study that worked with 328 patients aged 60 or older found results that consistently linked a vegan diet with lower pill use, showing a 58 per cent reduction in pill use
https://www.dedicated.care/articles/everything-you-need-know-about-plant-based-diet
Rapid benefits in older age from transition to whole food diet regardless of protein source or fat to carbohydrate ratio: Arandomised control trial—PubMed
Cited text: Pro-vegetarian diets reduced diastolic blood pressure, total cholesterol and glucose levels. Moreover, the overall sample exhibited increased short-ch...
Excerpt: Research on older adults aged 65-75 found that pro-vegetarian diets reduced diastolic blood pressure, total cholesterol and glucose levels, with improvements in body composition, function, and cardio-metabolic parameters
https://pubmed.ncbi.nlm.nih.gov/39011855/
The proportion of plant-based food consumption during midlife and cognitive health in later life in Australian women: data from the Women’s Healthy Ageing Project (WHAP) | European Journal of Nutrition
Cited text: Purpose Plant-based food (PBF) is well-known for its benefits for physical health; however, its impacts on brain health are less well understood, espe...
Excerpt: Plant-based food (PBF) is well-known for its benefits for physical health; however, its impacts on brain health are less well understood, especially in ageing women.
https://link.springer.com/article/10.1007/s00394-025-03786-8
The proportion of plant-based food consumption during midlife and cognitive health in later life in Australian women: data from the Women’s Healthy Ageing Project (WHAP) | European Journal of Nutrition
Cited text: This study aimed to examine the association between different proportions of midlife daily PBF intake and late-life cognitive health among ageing Aust...
Excerpt: Plant-based food (PBF) is well-known for its benefits for physical health; however, its impacts on brain health are less well understood, especially in ageing women.
https://link.springer.com/article/10.1007/s00394-025-03786-8
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text: Woolworths and Coles together hold a national duopoly in grocery retail. With that power comes a duty of care to provide fair access to food for every...
Excerpt: According to Sharon, Woolworths and Coles hold enormous power as Australia's grocery duopoly, and with that comes a duty of care to provide fair access to food for everyone, including the growing number of Australians choosing plant-based…
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
Woolworths shopper starts petition to bring back 'everyday essentials' to shelves
Cited text: According to Sharon, Woolworths and Coles hold enormous power as Australia’s grocery duopoly, and with that comes a duty of care to provide fair acces...
Excerpt: According to Sharon, Woolworths and Coles hold enormous power as Australia's grocery duopoly, and with that comes a duty of care to provide fair access to food for everyone, including the growing number of Australians choosing plant-based…
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text: This is not a demand problem , it’s a category management problem.
Excerpt: Sharon argues this is not a demand problem, it's a category management problem
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
Food Frontier: How plant-based meat is reshaping Australian retail—Food & Drink Business
Cited text: In major retail in Australia, the plant-based meat category has gone from fewer than five brands made by Australian/New Zealand businesses in 2017, to...
Excerpt: In major retail in Australia, the plant-based meat category has gone from fewer than five brands made by Australian/New Zealand businesses in 2017, to more than 30.
https://www.foodanddrinkbusiness.co...ant-based-meat-is-reshaping-australian-retail
Woolworths shopper starts petition to bring back 'everyday essentials' to shelves
Cited text: Sharon believes what’s needed now is collaboration, not contraction, urging Woolworths to show that inclusivity, sustainability and customer choice st...
Excerpt: The spokesperson said that while certain ranges had been reduced, 'We'll shortly be offering all chilled plant-based products and ingredients in a single place in our stores to make it easier for customers to find what they're after'
https://au.news.yahoo.com/woolworth...everyday-essentials-to-shelves-064157654.html
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text: What’s needed now is collaboration, not contraction. Let’s show Woolworths that inclusivity, sustainability, and customer choice matter.
Excerpt: What's needed now is collaboration, not contraction. Let's show Woolworths that inclusivity, sustainability, and customer choice matter
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text:
Why This Matters Vegan and plant-based eating isn’t a “niche.” It’s part of Australia’s shift toward more ethical, sustainable, and healthy food sys...
Excerpt: Vegan and plant-based eating isn't a 'niche.' It's part of Australia's shift toward more ethical, sustainable, and healthy food systems.
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
Petition · Woolworths: Bring Back Our Vegan Options—Work With the Community, Not Against It—Australia · Change.org
Cited text: This is about more than tofu, it’s about fair access, representation, and responsible leadership from one of Australia’s largest companies.
Excerpt: This is about more than tofu, it's about fair access, representation, and responsible leadership from one of Australia's largest companies
https://www.change.org/p/woolworths...ed_by_id=38dfe910-8d5e-11e7-a1b1-dbc37e6c7aee
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