Coles Bests Woolworths In Private Brand Sales

Australian grocer, Wesfarmers Ltd – owned Coles has opened up a significant lead over rival Woolworths in the sale of their Private Brands as it expands its portfolio, according to The Australian. The newspaper reported that Coles gained 23% of its sales from Private Brand products last year, compared to Woolworths’ 18%, according to market researcher Nielsen.

Nielsen further predicts that Private Brand products will account for 40% of the Australian grocery market in the next five years.

Both Coles and Woolworths took issue with the data, saying it did not count certain products included in the Nielsen tally, but even so the figures point to respective 30% and 20% increases in Private Brand sales in the last five years.



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.