Woolworths raises the price of popular roast chicken

Woolworths has increased the price of one of its most popular items, labelling it a “reluctant” move.

Woolworths has “reluctantly” increased the price on one of its most popular items due to an “increase in input costs”.

The supermarket’s roast chickens are now $12 – up for the first time since February 2022.

“At Woolworths, we understand that every dollar counts and work hard to provide value for customers every time they shop with us while balancing the needs of our suppliers,” a spokesperson from the supermarket told news.com.au.

Woolies chickens are now $12, after rising to $11 in February 2022. Picture: Facebook

“For the first time since February 2022, we reluctantly increased the price of our roast chickens by $1 due to an increase in input costs.

“We still believe our delicious hot roast chooks provide excellent value whether it’s for a dinner for the family or to share at a picnic with friends.”

Coles roast chickens remain at $11.

The supermarket giant labelled it as a “reluctant” move. Picture: Brendon Thorne/Getty Images

The supermarket – along with its biggest competitor Coles – slashed the prices on their roast chickens to $8 from $11 back in 2015.

Then, in 2018, after three years of the price staying at its lowest point the supermarkets raised the price by $1.

At the time, industry experts said the move signalled the end of the “race to the bottom” in the sector.

David Errington, Bank of America Merrill Lynch analyst, told The Australian at the time: “From our estimates, at $8 no supermarket makes any profit from selling barbecue chickens and Woolworths sells around 50 million chickens annually and Coles sells just over 40 million.

“A $1 price move is material but more importantly to us is a likely symbol that Coles and Woolworths are now looking at ways to improve profitability without compromising competitiveness.”