Have you noticed this 'triangle' at your local supermarket lately? Here's why it's costing you more

Ever find yourself wandering the aisles of Coles or Woolworths, hunting for something as basic as a carton of eggs?

You're not alone—and according to consumer experts, that frustrating search is no accident.

The mystery of the mysteriously placed eggs has been solved by consumer expert Joel Gibson, who's identified what he calls the supermarket 'triangle' - a deliberate strategy that could be costing Australian shoppers more than they realise.

The triangle revealed: it's all about the walk

Gibson explains that you could most likely 'draw a triangle' between where the bread, milk and eggs are located in major supermarkets.

These three staples—items that most of us buy every week—are strategically placed in different corners of the store, forcing customers to traverse the maximum amount of retail space.

Gibson recently noted that eggs had moved to an unusual location in his local Coles—next to toilet paper, pet food, and cleaning products, telling Yahoo Lifestyle that this was 'no coincidence' as it makes you walk through more of the store and likely add more items to your trolley.

The triangle strategy has become particularly problematic for Australian shoppers in 2025, coinciding with genuine supply chain disruptions.

The current egg crisis was triggered by H7N8 avian influenza across Victoria, New South Wales, and the ACT, leading to the culling of nearly two million birds.

Australia's supermarket landscape is dominated by Coles and Woolworths, which together account for 67% of supermarket retail sales. This oligopoly means that when these giants face supply issues, the effects are felt widely.

The psychology behind the layout

Gibson suggests that your local supermarket is designed like an IKEA, where there are 'very few shortcuts'. UNSW Business School professor Nitika Garg confirms that supermarkets 'purpose is to sell more ... they want you to buy more than what you have on your list'.

This becomes particularly challenging for seniors who may be shopping with time constraints or physical limitations.

As Professor Garg noted, 'A lot of consumers are stretched on money and stretched on time.' Imagine you have young kids at home or a child with you on your shopping trip; it makes it hard to do the due diligence required, and that's when you fall for these tactics.

The triangle strategy is just one part of a broader pattern of tactics that have attracted regulatory attention.

The ACCC commenced proceedings against both Coles and Woolworths for allegedly misleading consumers through discount pricing claims, with products subject to price rises of at least 15% for brief periods before being placed in promotion programs.

The ACCC accused the retailers of artificially inflating prices on hundreds of everyday items, only to later advertise them as discounted. This strategy allegedly involved raising product prices by at least 15% for a short period before offering a 'discount' that matched or exceeded the original price.

Watch Joel Gibson's observations here:

The difference between big chains and independents

Interestingly, the egg shortage has highlighted how store size and sourcing strategies affect supply resilience.

Smaller grocery stores have avoided mainly the egg shortage because they source eggs from various smaller farmers. In contrast, supermarkets buy in large volumes from big producers—the very ones hit hardest by avian influenza.

As consumers, it's crucial to stay informed and vigilant, especially during holiday seasons when special offers are abundant. Compare prices, check historical pricing where possible, and don't be swayed by flashy 'sale' signs without doing your due diligence.

When will regular service resume?

For those wondering about egg availability, there's light at the end of the tunnel. By springtime, as has happened before, the situation is expected to return to normal.

Any actions taken now wouldn't affect egg supply for about five months, but by then, sunnier and warmer days will likely see free-range egg production rise naturally.

The combination of strategic store layouts, supply chain vulnerabilities, and pricing tactics creates a perfect storm for higher grocery bills. By understanding these strategies and shopping more consciously, you can keep more money in your pocket while getting the essentials you need.

Have you noticed the triangle pattern in your local supermarket? Share your experiences with supermarket layouts and any money-saving tips you've discovered in the comments below.