Coles result and price gouging a simple question

Coles reported $1.1 Billion profit, and that equated to 5.2%.

So if the prices on every item were reduced 5.2% would Coles make no profit?

Assuming that is the case my $200 shopping Bill would be $190 ... a saving of $10... so I know my bill has risen at least 20% over a few years ago, so where is the "extra money" going... that is the HUGE question