Coles is set to move away from price based marketing, perhaps signalling an end to the “supermarket price wars”.
For the past 7 years, competition between the two businesses has been characterised by price reductions, however recent years have seen Woolworths move away from this strategy, consequently increasing earnings, and now it looks like Coles will no longer be foregrounding value-for-money in their marketing.
Prices at these two chains are likely to remain as they are for the foreseeable future, with further decreases unlikely.