Original article by Sue Mitchell
The Australian Financial Review – Page: 27 : 20-May-15

Morgan Stanley estimates that Aldi’s private-label grocery products cost 27 per cent less than Woolworths’ Select brand and six per cent less than Coles Group’s home brand. However, Aldi products cost 21 per cent more than Woolworths’ entry-level Homebrand. Tom Kierath of Morgan Stanley warns that Woolworths’ earnings could fall by between 5.09 per cent and 33 per cent if it reduces the prices of its private-label products to boost its competitiveness.

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WOOLWORTHS LIMITED – ASX WOW, COLES GROUP LIMITED, WESFARMERS LIMITED – ASX WES, ALDI STORES SUPERMARKETS PTY LTD, MORGAN STANLEY AUSTRALIA LIMITED, CITIGROUP PTY LTD