great good sense from coles md, page-16

True, facts aren't everything.

Aldi do have a cheaper basket but the products you can put in are pretty limited and the choice or options in those products is limited too.
Two other points I would make are that their fruit and veg has a much shorter life in the fridge that better quality stuff and a lot of their product tends to be higher in salt, trans fats etc.
So for me shopping for a family of 5 if I go to Aldi I also have to make another trip elsewhere for fruit, veg, meat and deli. I just don't bother anymore and I think there are a lot like me.

There might be a segment like pensioners who are happy to wander from shop to shop to cherry pick the specials but I can't see the rest of the community doing it. I think the Coles, Woolies (and Foodland for the Croweaters) are going to be pretty safe as long as they keep some sensibly priced generic product to compete with Aldi.

Chris