PAK’nSAVE enjoyed another successful year in the North Island, pushing harder on low prices for customers while navigating the shift in regulatory environment for supermarkets.

Proof of the success, not to mention our pricing – was a record high brand equity score and being named the country's most trusted supermarket for the 13th year in a row in Reader's Digest’s Most Trusted Brands survey in May 2024.

Value has become increasingly important to our customers, and the fact we increased both market share and total sales during the year shows that our customers trusted us to offer value.

This year’s marketing focus was on shifting the dial on our 'cheap as' customer promise by highlighting our price differential versus our competitors, to solidify our position of NZ’s lowest food prices. We also focused on growing our loyal customers to drive increased fandom for the brand. Marketing initiatives to help support these goals included our ‘borrow the brand’ campaign, and our Adternship partnership with TVNZ, which won 12 awards at the Axis Awards and one of the top awards at the recent APAC Festival of Media.

A highlight of the year was the opening of PAK’nSAVE Warkworth, a $46 million investment providing a long overdue low-cost supermarket option for the local community in the Rodney District.

Other ways we delivered for customers in FY24:

• Worked hard to deliver low food prices throughout the year, keeping the products we know are highly important to the majority of our customers at very competitive prices
• Continued our customer driven category reviews, to ensure we’re stocking the products that matter most to our customers at great prices
• Invested $2.7 million into local communities, predominantly supporting access to food and initiatives supporting children, such as gift cards for the Variety Foundation to help children and families at a challenging time of the year.
• Introduced our online recipe generator, Savey Meal-bot, which is an innovative online tool that uses AI to create recipes out of food Kiwis already have at home, so nothing has to go to waste.

Our number one priority for the year ahead is for all our stores to consistently keep delivering on low prices for our customers.

Alongside that, we’ll be aiming to build and prove our online offer for customers and continuing to move through the customer driven category reviews to improve the instore experience, and upholding commitments with our supplier partners.

We’ll also be taking a close look at what the future of PAK’nSAVE looks like and how we can continue to improve our design and operations, to allow further investment into price for our customers.