Woolworths Group Limited (ASX: WOW) shares have shown life over the past week, rising approximately 3%.
It's come as welcome news for investors holding this blue-chip consumer staples stock that has shed roughly 10% in the past year.
It appears that investors reacted positively to the Q1 sales update, which included year-over-year sales growth of 2.7% to $18.5 billion.
With this positive news, is it time to jump in on Woolworths shares?
Here's the latest guidance from Morgans.
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Woolworths shares still a hold
In a note from the team at Morgans dated Wednesday, the broker stated that 1Q26 sales growth overall was broadly in line with its expectations but weaker than consensus estimates.
According to Morgans, the quarter began with challenges. Still, following increased investment in the customer value proposition, management noted signs of modest improvement in item and transaction volumes in the early part of 2Q26, with sales up ~3.2%.
Based on this, Morgans made minimal changes to earnings forecasts and maintains its target price and HOLD rating.
While the modest pick-up in operating performance in early 2Q26 and indications from customer surveys that cost-of-living pressures may be easing are encouraging, the group's performance during the key upcoming festive period will be critical.
Morgans believes that trading on 21.5x FY26F PE with a 3.5% yield, the stock remains fully valued.
It said it prefers to wait for further evidence of improvement before reassessing its view.
Target price
Based on this guidance, the team at Morgans have maintained a $28.25 target price.
At the time of writing, Woolworths shares are hovering at $28.00 each.
Based on this price and the target from Morgans, the broker sees Woolworths shares as trading close to fair value, with an estimated upside of just 1-2%.
It's worth noting that there are differing views from other brokers.
Yesterday, The Motley Fool's James Mickleboro reported that Bell Potter upgraded Woolworths shares to a buy rating.
Bell Potter has a price target of $30.70 on the shares, indicating roughly a 10-11% upside.
