17 August 2026

Autism NZ has welcomed Woolworths' decision to extend its popular Quiet Hour, describing it as another important step towards creating communities where everyone can access essential services with dignity and confidence.

From 17 August, Woolworths New Zealand will offer its popular Quiet Hour seven days a week in every store across Aotearoa, making everyday grocery shopping more accessible for autistic, neurodivergent and sensory-sensitive customers. 

Held daily from 2.30pm to 3.30pm, the quiet hour creates a more sensory-friendly shopping environment by reducing noise, dimming lighting where possible and minimising other instore distractions. 

The initiative was first introduced during Autism Awareness Week in 2018 at Countdown Marton and proved so successful that it was expanded to every Countdown store nationwide in 2019. 

The concept has since been adopted internationally, including across Woolworths stores in Australia, where it has also expanded in recent years. 

Dane Dougan, Chief Executive of Autism NZ, said initiatives such as Quiet Hour send a powerful message that autistic people and others with sensory sensitivities belong in everyday community spaces. 

"Quiet hours are an important part of building a more inclusive society. Everyone should be able to meet their basic needs in an environment that is accessible to them. "The sensory adjustments are incredibly important, but so too is the feeling of being welcomed, recognised and considered in spaces that can otherwise be overwhelming to experience or navigate.” 

Autism NZ has long championed sensory-friendly initiatives across New Zealand. Alongside quieter environments, the organisation advocates for staff training and practical resources to help businesses better understand and support autistic and neurodivergent customers. 

Kate Eastoe, General Manager Public Affairs and Sustainability at Woolworths New Zealand, said the expansion reflects the company's commitment to creating welcoming stores for everyone. 

"We're really proud to support our autistic and neurodiverse customers and their carers and families – or just those who prefer the noise dialled down – by having Quiet Hour in our stores. We know that visiting public places can be incredibly stressful for some and this is a very simple way we can help. 

"Quiet Hour will now be in every Woolworths store across New Zealand, every day, and we're (quietly) excited about that."