Woolworths vs Coles vs Aldi: Which Supermarket Is Cheapest in 2026?

5 March 2026|7 min read

We compare grocery prices across Woolworths, Coles, and Aldi using real data from the ACCC inquiry and independent basket tests. Find out which supermarket wins for your shopping style.

What the ACCC supermarket inquiry found about pricing

The ACCC's 2024-25 supermarket inquiry delivered damning findings about Woolworths and Coles pricing practices. The inquiry found that both chains had engaged in misleading pricing practices, including 'was/now' promotions where the 'was' price was inflated or only briefly held, creating a false impression of discounts. Coles and Woolworths collectively control approximately 65% of the Australian grocery market, giving them enormous power over suppliers and prices. The inquiry found supermarket profit margins had increased during the inflation period — Woolworths' food division reported EBIT margins of 5.3%, while Coles achieved 4.7%. While these margins sound modest, on combined grocery revenues exceeding $80 billion, they represent substantial profits. The ACCC concluded that the concentrated market structure limits genuine price competition, and that Aldi, with approximately 10% market share, provides the primary competitive constraint on the major duopoly.

Average basket comparison: who wins on price?

Independent basket comparison tests consistently show Aldi as the cheapest option, followed by Coles, then Woolworths — though the gap varies by category. On a comparable basket of 30 common grocery items (milk, bread, eggs, chicken, pasta, rice, canned tomatoes, cheese, cereal, fruit, and vegetables), Aldi typically comes in 15–25% cheaper than the major chains. A basket costing $120 at Woolworths might cost $115 at Coles and $95 at Aldi. However, this comparison requires caveats: Aldi's products are predominantly private label and the range is roughly one-tenth of Woolworths or Coles, so you cannot always find a direct equivalent. For specific branded products where a direct comparison is possible, the difference between Woolworths and Coles is typically 2–8%, with leadership swapping depending on the product and promotional cycle. CHOICE magazine's annual supermarket survey consistently confirms this hierarchy.

Private label versus branded products: the real savings

Private label (store brand) products represent the biggest savings opportunity within any supermarket. Woolworths' Essentials range, Coles' own brand, and Aldi's exclusive brands are typically 30–50% cheaper than the equivalent branded product. In many cases, they are manufactured by the same company: Woolworths Select peanut butter is made by Bega, Coles pasta sauce is made by the same supplier as Leggo's, and Aldi's Brooklea yoghurt comes from a major dairy processor. The quality difference is often negligible for pantry staples — canned tomatoes, flour, sugar, pasta, rice, cooking oil, and cleaning products are virtually identical regardless of brand. Where branded products may justify their premium is in categories where formulation genuinely differs: specific skincare ingredients, specialty cheeses, or niche dietary products. Switching to private label for 50% of your grocery items can reduce your annual grocery bill by $1,500–$3,000 depending on household size.

Loyalty programs: Everyday Rewards vs Flybuys

Woolworths' Everyday Rewards program gives you 1 point per dollar spent, with 2,000 points converting to a $10 discount. That is effectively a 0.5% return on spending — not particularly generous. However, Everyday Rewards Extras (previously Woolworths Plus) at $59/year adds 10% off one shop per month (capped at $50 savings), free delivery on online orders over $100, and 3x points on selected categories. For households spending $200+/week at Woolworths, the Extras subscription can deliver $200–$400 in annual value. Coles' Flybuys program is similarly structured at 1 point per dollar, with 2,000 points = $10. Flybuys has broader earning partners including Kmart, Target, and Shell, which can accelerate points accumulation. Neither program offers transformative savings, but they are free to join and provide incremental value. The key mistake is letting loyalty programs drive your store choice — saving $10 in points while paying $15 more in prices is a net loss.

Aldi's limited range strategy: why less choice means lower prices

Aldi keeps prices low through a fundamentally different business model. While Woolworths stocks approximately 30,000 products and Coles around 25,000, Aldi carries only about 1,700 core products. This limited range means higher volume per product, stronger negotiating power with suppliers, simpler logistics, less shelf stacking, and smaller stores with lower rent. Aldi staff are cross-trained (cashiers also stock shelves), stores have minimal decoration, products are displayed in shipping cartons, and there are no delis, bakeries, or service counters in most locations. These efficiencies flow directly into lower prices. The trade-off is genuine: you cannot buy your favourite brand of most items, the range changes frequently, and you may need a second trip to Woolworths or Coles for items Aldi does not carry. The Special Buys (Wednesday and Saturday) offer steep discounts on non-grocery items but are designed to drive foot traffic — buy only what you came for.

Online versus in-store: which is cheaper?

Online grocery shopping through Woolworths and Coles typically costs the same as in-store for individual items, but delivery fees ($2–$15) and minimum order requirements ($50–$60) add to the total cost. However, online shopping can actually save money by eliminating impulse purchases — research shows in-store shoppers spend 20–30% more than their intended list due to impulse buying. Woolworths charges $2–$12 for delivery depending on time slot and order size, while Coles ranges from $2–$15. Both offer subscription delivery plans ($19–$25/month) that waive delivery fees for frequent shoppers. Amazon Fresh and Costco online are alternatives in select metro areas. Click-and-collect is usually free above a minimum spend and combines the impulse-control benefit of online ordering with no delivery cost. For a family spending $250/week, the $8 average delivery fee is just 3.2% — often less than the impulse purchases you avoid by not walking the aisles.

Which supermarket wins for different types of shoppers

There is no single cheapest supermarket for everyone — it depends on your shopping habits. Budget-focused families who are flexible on brands: Aldi wins hands-down. Do 70% of your shop at Aldi and top up the rest at Coles or Woolworths. Estimated savings: $80–$120/week compared to doing everything at a major chain. Brand-loyal shoppers: Compare Woolworths and Coles weekly specials using the Frugl app and shop wherever your preferred brands are cheapest that week. Use catalogue specials to stock up on non-perishables when they are half price. Convenience shoppers: Woolworths Metro and Coles Local charge a premium of 5–15% compared to full-size stores for the convenience of a smaller, closer store. Time-poor professionals: Online delivery from Woolworths or Coles with a delivery subscription saves time (worth $20–$40/hour to most professionals) and reduces impulse spending. Ethical/organic shoppers: Compare Aldi's organic range (surprisingly extensive) with speciality stores — the premium at Woolworths and Coles for organic items is often 30–50% higher than dedicated organic retailers.