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, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). 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 newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.