Brandwave

How popular isColes?

In September 2026, people searched for Coles by name about 3 million times in Australia, an 18.2% decrease from the previous year. These searches made up 33.2% of all Australia supermarket searches, placing Coles first out of five supermarkets. When we asked both ChatGPT and Google AI Overviews about supermarkets, Coles appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

Coles is the most searched of 5 competitors and the second most recommended in AI answers.

  1. ColesShare of searches 33.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. WoolworthsShare of searches 32.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. AldiShare of searches 27.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. IGAShare of searches 5.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  5. Harris Farm MarketsShare of searches 1.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
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Top supermarkets in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Coles appeared in all four answers. Coles is the second most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Woolworths1st
  2. Coles2nd
  3. Aldi3rd
  4. Harris Farm Markets4th
  5. IGA5th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Coles4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Woolworths4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Aldi3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • IGA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Harris Farm Markets3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about supermarkets

4 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which supermarkets compete with Coles?

Coles against supermarkets in Australia, by month

Share of searches by month for Coles, Woolworths, Aldi, IGA. The figures are in the table below the chart.

View monthly share of searches table
MonthColesWoolworthsAldiIGAHarris Farm Markets
Oct 202535.1%34.6%23.5%5.7%1.2%
Nov 202535.1%34.5%23.4%5.7%1.3%
Dec 202534.8%34.4%23%6.4%1.3%
Jan 202632.6%38.3%21.8%6.2%1.2%
Feb 202635.2%34.7%23.5%5.5%1.1%
Mar 202632.8%38.9%21.9%5.3%1.1%
Apr 202634.6%34.2%23.5%6.3%1.5%
May 202631%37.3%25.3%5%1.3%
Jun 202633.3%33.3%27.2%4.9%1.2%
Jul 202633.3%32.8%27.7%4.9%1.3%
Aug 202631%36.9%25.4%5.3%1.4%
Sep 202633.2%32.7%27.2%5.6%1.2%

  1. 1.Coles

    33.2%

    Moved from 2nd to 1st. 3M estimated branded searches, 0% vs prior month. Share +2.2 points.

  2. 2.Woolworths

    32.7%

    Moved from 1st to 2nd. 2.9M estimated branded searches, -17.2% vs prior month. Share -4.2 points.

  3. 3.Aldi

    27.2%

    Held 3rd. 2.4M estimated branded searches, 0% vs prior month. Share +1.8 points.

  4. 4.IGA

    5.6%

    Held 4th. 506K estimated branded searches, -0.14% vs prior month. Share +0.4 points.

  5. 5.Harris Farm Markets

    1.2%

    Held 5th. 109K estimated branded searches, -17.9% vs prior month. Share -0.2 points.

Compare popularity between Coles and its closest rivals

Every comparison with Coles

4 comparisons

How has branded search demand for Coles changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Coles in Australia fell from 3.7M to 3M.
  • Across the 12 months ending September 2026, Coles’ share of searches among supermarkets in Australia decreased from 35.1% to 33.2%.
  • Across the 12 months ending September 2026, Coles’ share of searches among supermarkets in Australia peaked at 35.2% in February 2026 and was lowest at 31% in May 2026.

How did search popularity change for Australia supermarkets in September 2026?

5 changes

  1. In September 2026, Coles overtook Woolworths to become the leader among supermarkets in Australia, with 33.2% of the searches.

  2. In September 2026, Aldi gained share of searches among supermarkets in Australia, from 25.4% to 27.2%.

  3. In September 2026, Woolworths lost share of searches among supermarkets in Australia, from 36.9% to 32.7%.

  4. Estimated monthly branded searches for Harris Farm Markets in Australia fell 15.2% over 12 measured months, from 128K to 109K in September 2026.

  5. Estimated monthly branded searches for IGA in Australia fell 14.3% over 12 measured months, from 590K to 506K in September 2026.

How are Coles’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Coles’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • coles
  • coles online

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How the Brand Demand Index is measured

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