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· Posted on
February 21, 2024

Coles is selling its own-brand to 'affluent' supermarket shoppers in Singapore, confirming suspicions they're fancier than Woolies

Coles brand hits shelves in Singapore amid demand for Aussie products.

What's the key learning?

  • Coles is expanding overseas by evolving into a brand for products, as well as a brand for supermarkets.
  • Australian products are popular in Singapore thanks to our rep for quality food offerings.

👉 Background: Coles holds 28% of Australia's market share (behind Woolworths' 37%), but now they're keen to take the Coles brand globally.

👉 What happened: Coles is entering the Singaporean market for the first time, after a deal with Singapore's largest supermarket chain NTUC FairPrice.

👉 What else:  The plan is to sell Coles-brand products like Urban Coffee and Ultimate Biscuits to 'affluent' Singaporeans.

🔔 What's the key learning?

💡 Rather than just sticking only to the pure-play retail game, Coles is evolving into a 'brand' as a supermarket and also as products.

💡 According to the Department of Foreign Affairs and Trade, Singapore is our seventh-largest export market.

💡 Australian products are popular in Singapore, because of our rep for high quality food. Get this: Aussie exports to Singapore grew more than 13% in the last financial year - so Coles is thinking Local, but acting global.

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