The berry category in Australia: a comparison of four retailers

Strawberries prominently displayed at supermarket entrances, 125 g packs of raspberries, blackberries and blueberries, alongside larger formats for bulk purchases. This store check at four Australian retail outlets provides a snapshot of how the berry category, including strawberries, is presented through different ranges and display approaches.

The report was compiled by Stephen Smith, Managing Director of SAJE, a professional with many years of experience in Australian fresh produce exports. The four retailers surveyed were Coles, Woolworths, Drakes and Costco, between 17 and 19 October 2026 in the Adelaide area, in the midst of the spring season.

A common theme across the three supermarket visits is the prominence of strawberries. At Coles and Woolworths, Smith also reports peak strawberry supply from Western Australia. Costco stands out for its substantially larger packs and the placement of products within a refrigerated area.

Coles: six product lines and a premium strawberry option

Profile. Coles is one of Australia’s leading grocery retailers, with a nationwide network of full-service supermarkets. Its in-store offering is complemented by online grocery shopping, home delivery and order collection. The model caters to everyday grocery shopping, with services that integrate physical and digital channels.

Key findings. The report lists six product lines, with two blueberry options and two strawberry options. Berries are displayed at the store entrance, on the way into the fresh produce department, giving the category visibility from the start of the shopping trip. Strawberries are the main product, benefiting from the peak supply from Western Australia reported by Smith.

Segmentation is particularly evident in the price per kilogram. Blueberries in 125 g packs cost AUD 28.00/kg, while large blueberries in 200 g packs reach AUD 37.50/kg: around 34% more. Premium strawberries in 350 g packs also command a higher price than the 250 g format, at AUD 18.57 versus AUD 14.00/kg. In these cases, the larger pack accompanies a differentiated offering without delivering a lower price per kilogram.

Woolworths: prices match Coles, with an additional display area

Profile. Woolworths Supermarkets is the Australian grocery chain of Woolworths Group, one of the leading retail groups in Australia and New Zealand. The group combines an extensive store network with e-commerce operations; fresh food plays a central role in the Australian chain’s brand communication.

Key findings. The five product lines reported show close price alignment with Coles: prices are identical for 125 g raspberries, both blueberry formats and 250 g strawberries. The difference is in blackberries, priced at AUD 6.00 per 125 g, compared with AUD 5.50 at the Coles store visited.

As at Coles, Smith identifies strawberries as the main product and reports peak supply from Western Australia. The display is at the entrance, on the way to the fresh produce department, but Woolworths adds a separate selling area alongside the main display. This dual presence is designed to create more opportunities for shoppers to encounter the category during their visit.

Drakes: a focused range and smaller quantities on display

Profile. Drakes is an independent, family-owned and operated supermarket chain, established in 1974 when Roger Drake opened his first store in South Australia. The network has expanded across both South Australia and Queensland. It represents a family-owned, independent retail model with roots in South Australia.

Key findings. The report lists four product lines, one for each type of fruit, with no additional premium or large-size options. Strawberries remain the main product, and berries are again positioned at the entrance, on the way into the fresh produce department.

Smith notes smaller quantities on display, reflecting lower customer traffic. This observation concerns display management at the store visited and does not establish lower overall availability. Raspberry, blueberry and strawberry prices are above those recorded at Coles and Woolworths. Blackberries, however, match Coles at AUD 5.50 per 125 g and are cheaper than at the Woolworths store surveyed.

Costco: bulk formats, refrigerated displays and Super Jumbo blueberries

Profile. Costco is a US-based group operating a warehouse club model: large stores accessed through membership, a selected range and an offering focused on value for members. Purchasing scale and operational efficiency are central to the model. The store described by Smith is in South Australia.

Key findings. The five product lines reported all come in large packs: 600 g for raspberries and blackberries, 1 kg for blueberries and 1.2 kg for strawberries. According to the report, the display is located in the centre of the refrigerated area, offering a different shopping experience from the entrance displays at the three supermarkets.

The large formats bring down the price per kilogram of raspberries, blackberries and standard blueberries compared with the three supermarkets surveyed, although they require a higher outlay per pack. Raspberries cost AUD 41.65/kg and blackberries AUD 36.65/kg, while blueberries in 1 kg packs cost AUD 25.99/kg. Strawberries are the exception: AUD 15.83/kg, compared with AUD 14.00/kg for the 250 g packs at Coles and Woolworths.

The most distinctive product line is Super Jumbo blueberries in 500 g packs at AUD 26.99, equivalent to AUD 53.98/kg. The pack costs even more than the 1 kg pack of standard blueberries, with a price per kilogram around 108% higher. The comparison clearly illustrates size-based segmentation at the store, although no additional information is available on varieties or sensory characteristics.

Three insights from the shelf comparison

The first insight concerns the visibility of strawberries and berries. At the three supermarkets visited, the category meets shoppers at the entrance to the fresh produce department; Woolworths adds a second selling area. Strawberries are the main product in all three reports.

The second point is the distinction between pack size and positioning. At Costco, larger packs offer lower prices per kilogram for several standard product lines, but the advantage does not automatically apply to every product. At the same time, large blueberries at Coles and Woolworths and Super Jumbo blueberries at Costco show substantial price differentials.

Finally, displays are adapted to the store context: Woolworths’ dual presence contrasts with the smaller quantities observed at Drakes and Costco’s refrigerated placement. These choices illustrate different approaches to managing and adding value to the same category, which could be explored further through repeated observations and sales data.