Coles is fully expecting to lose out as Australia’s number 1 supermarket to Woolworths for the first time since 2009.

The supermarket believes that by Woolworths cutting its prices it means their ‘’like-for-like [sales growth] will be better than Coles and there’s no doubt in my mind Woolworths will have crossed Coles,’’ said Coles boss John Durkan.

However, it may not mean that Woolworths is winning in sales growth, with that likely to fall by 1.2 per cent, compared to Coles’ 5.3 increase compared to last year.

It is likely that based on market share, Coles will lag behind Woolworths by 0.5 per cent.

Woolworths isn’t stopping at a 0.5 percent increase, however, as they have hired a new CEO, who has recently overturned Tesco in Thailand.

Woolworths look set to cut ties with Big W and have already closed all their Master’s store following monumental losses.

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