better get to safeway or coles, page-15

But even if one or more new players manage to establish competitive operations, this can only mean one thing : Even lower prices and fewer reasons to shop anywhere but the large supermarket chains.
.............

Not necessarily.
If newer entrants lead to lower prices, consumers will recognise the "ripoff" by the current majors. They will punish the current majors, provided that it is easy to shop at the new stores.

Most consumers will not go out too far out of a geographic zone to shop. The majors have the advantage with the large number of conveniently located stores. This is what may save them