The Brand Variety Game – Choice or Compulsion?

Anyone who shops for groceries at Coles would have noticed the diminishing brand variety over the last few months – or you may be oblivious to it, if you only buy the brands that remain on the shelves. I used to whinge about it, and swore I would never shop there again, until I reconsidered the situation.

I admit I’m a bit of a brand loyalist, and I ran in to the nearest Coles one day to grab a couple of specific items in a hurry, and left with none of them. A lot of the products they had previously stocked were gone, and most items were down to two or three choices – Coles’ brand and one or two other well-known brands (Schweppes, Arnotts, Unilever etc.). And, you guessed it, most of “my” brands were no longer on the shelves. Hence, my boycott. (Apropos their choice of stocked brands, Schweppes also make the Coles-brand version of their soft drinks, and perhaps it is a similar story with other “low-variety” items.) Continue reading