Brandwave

Coles vs Harris Farm Markets:Which is more popular?

In September 2026, Coles had more branded searches than Harris Farm Markets among supermarkets in Australia. Coles had about 3 million branded searches, while Harris Farm Markets had 109,000. Coles made up 33.2% of all supermarket searches we track, and Harris Farm Markets accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about supermarkets, Coles appeared in all four answers and Harris Farm Markets in three. Coles was mentioned before Harris Farm Markets in every answer.

Among supermarkets in Australia in September 2026

Who do people search for more?

Coles, about 27 searches for every 1 for Harris Farm Markets

Coles 3M searchesHarris Farm Markets 109K searches

Who does AI mention more?

Coles, mentioned in every answer we collected

Coles in 4 of 4Harris Farm Markets in 3 of 4

Who does AI recommend more?

Coles, named ahead of Harris Farm Markets in every answer

Coles first in 4Harris Farm Markets never first

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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. Harris Farm Markets was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Coles was listed before Harris Farm Markets in every answer.

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.

Is Coles or Harris Farm Markets more popular in search?

This chart shows how often people search Google for Coles and Harris Farm Markets by name. Each line represents a brand's share of searches for all five supermarkets we track, month by month, from searches in Australia.

Coles and Harris Farm Markets among supermarkets in Australia, by month

Share of searches by month for Coles, Harris Farm Markets. 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%

How has the Coles and Harris Farm Markets comparison changed over the last 12 months?

3 findings
  • Coles was ahead of Harris Farm Markets in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Coles’ share of searches among supermarkets in Australia moved from 35.1% to 33.2%, and its estimated monthly branded searches moved from 3.7M to 3M.
  • Across the 12 months ending September 2026, Harris Farm Markets’ share of searches among supermarkets in Australia held steady at 1.2%, and its estimated monthly branded searches moved from 128K to 109K.

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

2 changes

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

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

How are branded searches counted?

4 search terms

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

Coles

2 branded search terms

  • coles
  • coles online

Harris Farm Markets

2 branded search terms

  • harris farm
  • harris farm markets

How the Brand Demand Index is measured

Other head-to-heads among supermarkets

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