Sales growth for food and liquor, excluding fuel and convenience store sales, of 9.3 per cent and comparable stores growth of 5.1 per cent signals that Coles has wrested momentum in the sector from Woolworths. The relativities might change once Woolworths has rolled out its full fuel network through its joint venture with Caltex, but for the first time in years, Coles is making the running in the sector. With strong sales growth across all its businesses, other than Myer, and chief executive John Fletcher saying there has been margin expansion, Coles is starting to generate the retailer's virtuous cycle of rising volumes and margins that has underpinned Woolworths' success.