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The Conversation

Flavio Macau, Associate Dean, School of Business and Law, Edith Cowan University

Why Woolworths and Coles are now selling thousands more ‘own brand’ products

Coles Woolworths Aldi Australia Costco Metcash Sydney

Julia Gomina/Getty Images

When Aldi opened its first supermarket in Sydney in 2001, the stage was set for a fight with Woolworths and Coles. At the time, Australia’s two biggest supermarkets controlled about 71% of the grocery market.

Aldi was an unknown brand, stocked fewer products than its rivals, and premium real estate was already taken.

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