Discover why Coles shoppers are ditching champagne and steak for these alternatives ahead of the holiday season
By
VanessaC
- Replies 10
It's been a tough year for Australian shoppers. With the cost of living rising steadily, the pressure continues to squeeze household budgets ahead of Christmas.
And now, savvy Coles shoppers are trading down to more affordable alternatives when stocking up for both holiday celebrations and everyday meals.
Coles, Australia’s second-largest supermarket chain, has recorded a 3.6 per cent increase to $10.3 billion in group revenue between June and September, significantly boosted by a 9.4 per cent growth in private-label brands.
Chief Executive Leah Weckert shared that the budget strain is a big talking point among customers. With projections showing a 20 per cent increase in Australians looking to cook, eat and celebrate at home this year compared to last, Coles is prioritising the provision of more affordable product options.
'The big challenge, I think, is how do we make it increasingly easy for customers to find value in our stores,' Ms Weckert said.
'We’re very proactively doing things like reducing the cost of ham versus last year and finding really great value options, so customers can balance their budget.'
'That’s a huge focus area for us at the moment.'
According to Weckert, customers are turning away from pricier choices like champagne, craft beer, and steak in favour of lower-cost but no less delicious options like rosé, prosecco, mainstream beer brands, and minced meat.
'Customers are trading out of, for example, steaks into mince, or out of red meat into chickens, to find cheaper and more affordable alternatives for protein. Some of the other things we’re seeing is that they’re buying in bulk and then cooking in bulk and freezing at home,' Ms Weckert added.
Economic experts have also noted the possibility of two more rate increases before the new year, putting household budgets under more pressure. They also noted that customers will continue ‘trading down’ going into the holiday season.
However, Coles’ quarterly results didn't meet expectations, leaving the share price mostly in the red, resulting in a recovery of only 0.2 per cent by the end of the trading session. MST Marquee Senior Research Analyst Craig Woolford predicted the weaker trends would persist and possibly lead to small downgrades in earnings.
Interestingly, online sales have seen a significant boost. In-store Liquorland sales remained steady with a 1.8 per cent increase, but online liquor store sales sped ahead with an impressive 32.2 per cent growth for liquor purchases and 24.6 per cent for online grocery shopping.
'There [is] a cohort of customers that use online shopping to manage a budget. It prevents them from buying things impulsively when they go in-store,' Ms Weckert said.
Despite this shift, champagne and spirits will still have their place on the shelves, with expectations of them being popular festive-season gifts.
Hosted campaigns like the MasterChef cookware and the Curtis Stone BBQ collections are part of Coles' strategy to keep customers coming, which Weckert claims have successfully boosted sales.
'Those campaigns have been very successful in driving sales. They’re a key part of the trade plan going forward,' Ms Weckert added.
Coles, however, saw a decline in prices for fresh fruit and vegetables by 14.5 per cent due to last year's colder weather and La Niña flooding affecting growth conditions severely.
Still, overall food inflation, excluding tobacco and fresh produce, skyrocketed to 5.7 per cent due to increased prices for dairy goods like cheese, eggs, and oil. Higher wheat commodity prices have also impacted the prices of baked goods.
Coles is also reportedly battling a rise in theft and has implemented strict security measures at 250 branches that are most affected. This includes cameras that can determine if items were not scanned and 'smart gates' that lock the wheels of trolleys with items that have not been paid for.
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And now, savvy Coles shoppers are trading down to more affordable alternatives when stocking up for both holiday celebrations and everyday meals.
Coles, Australia’s second-largest supermarket chain, has recorded a 3.6 per cent increase to $10.3 billion in group revenue between June and September, significantly boosted by a 9.4 per cent growth in private-label brands.
Chief Executive Leah Weckert shared that the budget strain is a big talking point among customers. With projections showing a 20 per cent increase in Australians looking to cook, eat and celebrate at home this year compared to last, Coles is prioritising the provision of more affordable product options.
'The big challenge, I think, is how do we make it increasingly easy for customers to find value in our stores,' Ms Weckert said.
'We’re very proactively doing things like reducing the cost of ham versus last year and finding really great value options, so customers can balance their budget.'
'That’s a huge focus area for us at the moment.'
According to Weckert, customers are turning away from pricier choices like champagne, craft beer, and steak in favour of lower-cost but no less delicious options like rosé, prosecco, mainstream beer brands, and minced meat.
'Customers are trading out of, for example, steaks into mince, or out of red meat into chickens, to find cheaper and more affordable alternatives for protein. Some of the other things we’re seeing is that they’re buying in bulk and then cooking in bulk and freezing at home,' Ms Weckert added.
Economic experts have also noted the possibility of two more rate increases before the new year, putting household budgets under more pressure. They also noted that customers will continue ‘trading down’ going into the holiday season.
However, Coles’ quarterly results didn't meet expectations, leaving the share price mostly in the red, resulting in a recovery of only 0.2 per cent by the end of the trading session. MST Marquee Senior Research Analyst Craig Woolford predicted the weaker trends would persist and possibly lead to small downgrades in earnings.
Interestingly, online sales have seen a significant boost. In-store Liquorland sales remained steady with a 1.8 per cent increase, but online liquor store sales sped ahead with an impressive 32.2 per cent growth for liquor purchases and 24.6 per cent for online grocery shopping.
'There [is] a cohort of customers that use online shopping to manage a budget. It prevents them from buying things impulsively when they go in-store,' Ms Weckert said.
Despite this shift, champagne and spirits will still have their place on the shelves, with expectations of them being popular festive-season gifts.
Hosted campaigns like the MasterChef cookware and the Curtis Stone BBQ collections are part of Coles' strategy to keep customers coming, which Weckert claims have successfully boosted sales.
'Those campaigns have been very successful in driving sales. They’re a key part of the trade plan going forward,' Ms Weckert added.
Coles, however, saw a decline in prices for fresh fruit and vegetables by 14.5 per cent due to last year's colder weather and La Niña flooding affecting growth conditions severely.
Still, overall food inflation, excluding tobacco and fresh produce, skyrocketed to 5.7 per cent due to increased prices for dairy goods like cheese, eggs, and oil. Higher wheat commodity prices have also impacted the prices of baked goods.
Coles is also reportedly battling a rise in theft and has implemented strict security measures at 250 branches that are most affected. This includes cameras that can determine if items were not scanned and 'smart gates' that lock the wheels of trolleys with items that have not been paid for.
Key Takeaways
- Coles saw a 3.6 per cent increase in group revenue to $10.3 billion between June and September, aided by 9.4 per cent growth in private-label brands.
- CEO Leah Weckert has highlighted cost-of-living pressures for customers and said the supermarket has made offering more affordable products a priority.
- Coles is also dealing with rising theft and plans to implement strict security measures in some of its stores.
- There has been a drastic increase in Coles' online liquor store sales, which soared by 32.2 per cent, followed by a 24.6 per cent increase in online grocery shopping.