Woolworths – South African trademarks
Updated 8 November 2026
Woolworths is a South African retailer of food, clothing, beauty and homeware, known for its own-brand quality products. It is part of the JSE-listed Woolworths Holdings group.
How Woolworths has built and protected its brands in South Africa – its trademark portfolio, where it expanded, how quickly its marks are registered, and who it competes with.
Download report (PDF)Woolworths trademarks in 45 seconds
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/woolworths-south-african-trademarks/overview-video.html
A portfolio built over time
Woolworths filed its first South African trademark in 1929 and has filed 2,287 since; its busiest year was 2018, with 125 new filings. The chart shows its filings per year from 1970.
Trademarks by filing year, up to 2024; applications still pending are not included.
The names behind the portfolio
Over the years the group has filed under several names – earlier company names, holding companies and subsidiaries. We count them together.
| Name | Marks | Filing years |
|---|---|---|
| Woolworths | 2,334 | 1929–2025 |
Where Woolworths expanded its business
Trademark classes show what a business sells. Woolworths' portfolio is concentrated in coffee, flour & sweets (class 30), clothing (class 25), meat, dairy & oils (class 29). Its most recent moves were into legal & security (2018), medical & beauty care (2009), restaurants & hotels (2002).
Woolworths trademarks: expansion into trademark classes, 1970–2025
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/woolworths-south-african-trademarks/class-expansion-video.html
Each tile is a class; it lights up when the group first files in it and darkens with more filings; the dots show how many of its closest rivals also file in that class. The chart compares the number of classes used with its rivals. The video runs from 1970; classes entered earlier are lit from the start.
| Class | Marks | Share | Since |
|---|---|---|---|
| 30 Coffee, flour & sweets | 280 | 12.2% | 1957 |
| 25 Clothing | 253 | 11.1% | 1929 |
| 29 Meat, dairy & oils | 227 | 9.9% | 1957 |
| 35 Advertising & retail | 225 | 9.8% | 1972 |
| 3 Cosmetics & cleaning | 185 | 8.1% | 1933 |
| 32 Beer & soft drinks | 137 | 6.0% | 1957 |
| 31 Fresh produce & pet food | 117 | 5.1% | 1957 |
| 24 Textiles | 75 | 3.3% | 1967 |
The brands Woolworths protects most
The word marks and logo names Woolworths has filed most often – the same brand filed in more classes, in more versions or again over the years.
| # | Brand | Trademarks | Classes | Filed |
|---|---|---|---|---|
| 1 | WOOLWORTHS | 81 | 43 | 1974–2011 |
| 2 | PRINCESS | 64 | 42 | 1929–1985 |
| 3 | SERVUS | 48 | 42 | 1933–1983 |
| 4 | GO! | 30 | 5 | 2018–2018 |
| 5 | KIDS | 25 | 12 | 2002–2023 |
| 6 | WOOLIES | 23 | 23 | 1985–1998 |
| 7 | WOOLIES BABES | 22 | 22 | 1992–1992 |
| 8 | WCODE | 21 | 3 | 2007–2007 |
| 9 | WHL | 20 | 20 | 2015–2015 |
| 10 | FARMING FOR THE FUTURE | 19 | 5 | 2008–2023 |
| 11 | STUDIO.W | 16 | 16 | 2007–2017 |
| 12 | ORGANIC | 14 | 5 | 2002–2024 |
| 13 | WPET | 12 | 12 | 2022–2022 |
| 14 | WPET CARE | 12 | 12 | 2022–2022 |
| 15 | IN THE BAG | 12 | 6 | 2000–2000 |
Logos filed most often (since 2020)
Woolworths' logos
The 69 different logos Woolworths has had published since 2020 – each logo shown once, however many classes or versions it was filed in. Logos protected in more classes come first.
How quickly its trademarks are registered
Over the last five years, Woolworths' marks took a median of 2.9 years from filing to registration, slower than the market's 2.7 years. Most of that time is examination: 1.8 years from filing to acceptance (market: 1.9). Registration itself follows about half a year after acceptance.
Median years from filing to registration per registration year, split into examination (filing → acceptance) and acceptance → registration; the dashed line is the market median. A high recent value means older applications came through that year.
Who files the most in Woolworths' classes
Ranked by number of trademarks filed in Woolworths' main classes – any company that files there, whatever else it does (including retailers' own brands). This shows Woolworths' market position, not who is most like it.
In the last five years, Woolworths was #5 of 1,368 filers in class 30 (coffee, flour & sweets), with 38 of 3,209 trademarks; #34 of 2,715 filers in class 25 (clothing), with 10 of 4,647 trademarks; #3 of 919 filers in class 29 (meat, dairy & oils), with 40 of 2,013 trademarks.
Woolworths' share of all trademarks filed in each of its main classes, per filing year.
Top trademark filers in class 30 (coffee, flour & sweets), South Africa 1975–2024: Woolworths
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/woolworths-south-african-trademarks/class-30-race-video.html
Main competitors – the companies most like Woolworths
Ranked by how similar their whole trademark portfolio is to Woolworths' – the same mix of classes and the same words in their marks – not by size. Large filers in its classes that do something different rank lower here.
Woolworths' closest competitors in South Africa are Shoprite, Pick n Pay, SPAR and Massmart.
Woolworths trademarks vs competitors: filings per year, 2010–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/woolworths-south-african-trademarks/competitors-video.html
Trademark filings per year: Woolworths (orange) and its five closest competitors.
| # | Company | Relationship | Similarity |
|---|---|---|---|
| 1 | Shoprite | Direct competitor | 98% |
| 2 | Pick n Pay | Direct competitor | 91% |
| 3 | SPAR | Direct competitor | 70% |
| 4 | Massmart | Direct competitor | 69% |
| 5 | Food Lovers | Direct competitor | 68% |
| 6 | Wellness Warehouse | Direct competitor | 68% |
| 7 | Tiger Brands | 88% | |
| 8 | RCL Foods | 79% | |
| 9 | Libstar | 76% | |
| 10 | Clover | 72% |
Similarity of trademark activity since 2015 (classes and words used in marks). Retailers appear where their own brands compete on the shelf.
Woolworths – relevant export countries
South Africa exported US$2.9 billion of the goods Woolworths' main classes cover in the last year – bread; coffee; honey; sugar (class 30); clothing; footwear; shoes; headwear (class 25); milk; jams; jellies; eggs (class 29); cosmetics; essential oils; perfumery; dentifrices (class 3); fruit juices; mineral and aerated waters; syrups; alcoholic beverages (class 32). Combining where these goods are exported, imported, growing and made (and copied), and what protection costs, these are the markets where Woolworths' trademarks matter most.
Where South Africa exports Woolworths' top goods
Woolworths' trademarks most often cover milk, bread, fruit juices, cosmetics and clothing. South Africa's ten largest export markets for these goods took 73% of its exports of them in 2024.
South Africa's exports of each good to the country in 2024 (US$ million). The goods are the ones Woolworths' specifications mention most in its main classes; the figures are national exports, not the company's own sales.
Adjust the weightings
These weightings decide how the countries below are ranked. Change any value and the others adjust to keep the total at 100%.
Worldwide
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | European Union | 80 | US$326 m | +1% | National | US$2,388 |
| 2 | United States of America | 73 | US$161 m | -8% | National | US$3,425 |
| 3 | United Kingdom | 70 | US$94 m | -2% | National | US$1,371 |
| 4 | Japan | 63 | US$24 m | -3% | National | US$1,774 |
| 5 | Namibia | 63 | US$422 m | +5% | ARIPO | US$450 |
| 6 | Canada | 61 | US$8.3 m | -3% | National | US$2,192 |
| 7 | Australia | 60 | US$16 m | -1% | National | US$2,380 |
| 8 | Switzerland | 60 | US$4.7 m | +1% | National | US$1,660 |
| 9 | Russian Federation | 60 | US$10 m | +8% | National | US$1,915 |
| 10 | Botswana | 58 | US$378 m | -10% | ARIPO | US$450 |
Africa
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | Namibia | 63 | US$422 m | +5% | ARIPO | US$450 S&Z |
| 2 | Botswana | 58 | US$378 m | -10% | ARIPO | US$450 S&Z |
| 3 | Nigeria | 56 | US$19 m | -5% | National | US$1,015 S&Z |
| 4 | Mozambique | 55 | US$192 m | -13% | ARIPO | US$450 S&Z |
| 5 | Zimbabwe | 55 | US$134 m | -2% | ARIPO | US$450 S&Z |
| 6 | OAPI (17 states) | 54 | US$23 m | +10% | National | US$1,563 S&Z |
| 7 | Malawi | 54 | US$36 m | +22% | ARIPO | US$450 S&Z |
| 8 | Tanzania | 53 | US$17 m | +5% | ARIPO | US$450 S&Z |
| 9 | Algeria | 50 | US$322 k | +13% | National | US$1,445 |
| 10 | Dem. Rep. of the Congo | 48 | US$39 m | +0% | National | US$2,100 |
SA exports = South Africa's exports of these goods to the market in the last year. Ranked with the default weightings. Score 0–100 from South Africa's exports of the goods to the market, net imports, import growth, foreign trademark filings, where the goods are made, market size and the cost of protection. Costs are total fees (official and professional) to file in 5 classes; ARIPO costs are per country, plus US$301 once per ARIPO application; S&Z = S&Z's own all-in price. Goods are taken from the classes and specifications, so the ranking is indicative.
Trade data: CEPII BACI (version 202601, trade flows 2022–2024), Licence Etalab 2.0; aggregated and combined with other data by S&Z.
Protecting its top brands in Nigeria and OAPI with S&Z
| Brand | Classes | Nigeria | OAPI (17 states) |
|---|---|---|---|
| WOOLWORTHS | 43 | US$8,729 | US$8,581 |
| PRINCESS | 42 | US$8,526 | US$8,396 |
| SERVUS | 42 | US$8,526 | US$8,396 |
| GO! | 5 | US$1,015 | US$1,563 |
| KIDS | 12 | US$2,436 | US$2,856 |
S&Z all-in prices per brand in its number of classes, filing to registration.
TM Country Selection Rank the countries for your own goods and get the quotes.
Word marks you may have considered opposing
For Woolworths' five most-filed brands: word marks of other companies (not Woolworths' own group) that our similar word mark search, SimTM, found in the brand's own classes, and that we consider confusingly similar – from the earliest match found to today.
Similar to WOOLWORTHS (classes 3, 25, 29, 30, 35; no close matches in the search)
No confusingly similar marks of other companies found.
Similar to PRINCESS (classes 3, 25, 29, 30, 35; searched 2018-01-31 to 2026-11-07)
| Mark | Published | Class | Applicant |
|---|---|---|---|
| PRINCESS | 2022-12-21 | 29 | PRINCESS BRAND (PTY) LTD |
| PRINCESS | 2021-01-27 | 30 | ROYAL RICE COMPANY (PTY) LTD |
| PRINCESS PIÑA | 2019-07-31 | 29 | Marisca¿s Grove CC |
Similar to SERVUS (classes 3, 25, 29, 30, 35; searched 2018-02-28 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to KIDS (classes 3, 25, 29, 30, 35; searched 2018-01-31 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to WOOLIES (classes 3, 25, 29, 30; searched 2019-04-24 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similarity of the words only. Whether a mark could have been opposed depends on the goods and services, the reputation of the brand and the facts – S&Z can advise. New marks like these are what SimTM watch reports as they are published.
How S&Z can help you
S&Z does not just file trademarks. We are a technology-first firm that manages trademarks – analysing your data, monitoring competitors and making sure your trademark assets remain protected.
We manage your trademarks – not just file them
Analysing your data, monitoring competitors and making sure your trademark assets remain protected:
Filing and renewal at fixed, all-inclusive prices
S&Z prices – South African trademarks
| Filing, first class – incl. official fee, examination report, routine office action, acceptance, publication, registration and e-certificate | US$240 |
| Each additional class of the same mark, filed at the same time | US$225 |
| Renewal online, per class (every 10 years from filing) | R1,027 ≈ US$62.29 |
Renewal in rand; US$ at R16.49 per US$.
Woolworths' next five years of renewals
789 of Woolworths' registered marks reach their ten-year renewal date in 2027–2031. Renewed online with S&Z, that costs about US$49,147 over the five years.
Woolworths: frequently asked questions
What should Woolworths consider for its trademarks?
- Where to file next: its goods sell strongly in Namibia, Botswana and Nigeria – markets where South African exports of the same goods are large or growing, and where S&Z files at its own all-in prices (see “Woolworths – relevant export countries”).
- Similar marks: we found 3 word marks of other companies that we consider confusingly similar to its top brands (see “Word marks you may have considered opposing”) – a watch service flags new ones while they can still be opposed.
- Fewer new brands: new brand names fell from 26.2 to 22.2 a year – worth reviewing whether planned launches are being protected early enough.
- Renewals and use: keep track of the ten-year renewal dates and of marks that are no longer used – unused marks can be challenged after five years, and some may no longer be worth renewing.