The latest winner of the Aussie supermarket price war

Competition between our supermarket giants is fierce. But identifying the real winner in the Aussie supermarket price war may not be as clear-cut as it seems.

As Aldi’s share of the market continues to creep up, rivals Coles and Woolworths have been forced to overhaul their strategies.

Woolworths ceo Brad Banducci said the retailer has been very focused on reducing its prices over the next 12 months.

Also read: Is Woolworths losing the supermarket war?

And a Credit Suisse note to investors says the strategy is working, claiming a trolley of 110 discounted items costs $573 at Woolworths while Coles was more expensive at $586.

Neither could beat Aldi which had the same 110 items for $465.

However Credit Suisse wouldn’t reveal what 110 items are included in the report and similar research undertaken by 7News came up with very different results.

“Credit Suisse’s survey is run by a bunch of bankers who don’t buy the same basket as real Australians,” investment expert Roger Montgomery said.

Also read: UBS tips Aldi to win a price war

If you shop online, based on Choice’s classic basket of 31 items, 7News found the most expensive supermarket retailer was Woolworths at $128.64, followed by Coles at $115.74.

Comparable items bought in store at Aldi come to just $91.30, almost $40 less than Woolworths.

In fact, Choice spokesperson Tom Godfrey said the results are in line with what the consumer group found one year ago – that Coles and Woolworths prices are pretty much on par.