Price wars in perpetuity: Discounts (and Ooshies) usher in Woolies’ resurgence

August 26, 2026 — 4:00pm

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The supermarket wars have stepped up a notch as Coles continued its run of strong results and Woolworths turned a corner, showing real signs of bringing back the fight to its major competitor.

For the first time in years, the two grocery giants are in a genuine performance battle.

Price is the primary ammunition of choice, but it is one that can backfire. It carries some risks for profit margins, but has incredible appeal for cost-conscious shoppers.

It’s psychological warfare for the supermarkets, who need to be seen as offering better value to customers – and this goes to the dark arts of how they curate their promotions, and why everyday items are regularly a focus.

After years of being beaten up by politicians and targeted by the consumer watchdog, the grocers won’t be winning any popularity contests – measured by trust, they both rank among the bottom ten brands in the country – but engaging in discounting........

© The Sydney Morning Herald