Data from brand tracking platform Tracksuit reveals that one in 10 Kiwis will shop at Countdown less after Woolworths announced its $400 million plan to rebrand all Countdown supermarkets across the country. 

The survey, which studied over 1500 consumers, shows only 9 per cent of respondents are excited for the rebrand to come into effect.

About 47 per cent of Kiwis aged 35-64 and 49 per cent of those over 65 years feel that the plan is a waste of money.

James Hurman, co-founder of Tracksuit, said there is much corporate rationale for the rebrand, such as “the consumer recognition across Australasia, the fact that New Zealand once had Woolworths supermarkets anyway, the many hundreds of dollars they’ll save by having just the one embroidery plate for the uniforms”.

However, executing it amid a cost of living crisis when many customers cannot afford fruit and vegetables is “tone deaf”, Hurman continued.

“Tracksuit’s data reflects that consumers feel the same way. Today’s smart shoppers should probably shop elsewhere.” 

Australia’s Woolworths Group announced in July it would rebrand its chain of 194 Countdown stores in New Zealand, part of a three-year transformation plan to revamp older stores and upgrade the customer loyalty program. 

Countdown Bethlehem was the first to reopen as Woolworths in August.

Earlier this month, the company unveiled its new Everyday Rewards program in New Zealand, expected to deliver a multi-million dollar increase in rewards from February of next year.