ASX consumer staples shares are outperforming on Friday with the S&P/ASX 200 Consumer Staples Index (ASX: XSJ) up 0.75%.
Meanwhile, the S&P/ASX 200 Index (ASX: XJO) is down 0.16% at 8,814.1 points at the time of writing.
In 2025, consumer staples shares have moved sideways, rising by just 0.06% while the ASX 200 has lifted 7.5%.
Two experts are now calling for investors to sell two of the largest ASX consumer staples shares on the market.
Let's see what they have to say.
2 ASX consumer staples shares with sell ratings
Coles Group Ltd (ASX: COL)
The Coles share price is $22.33 on Friday, up 1.5%. In the year to date, the market's second biggest supermarket share has lifted 18.25%.
Tony Locantro from Alto Capital recapped Coles' recent financial results on The Bull:
The supermarket giant reported a solid result in full year 2025. Supermarket sales revenue grew by 4.3 per cent on a normalised basis when compared to the prior corresponding period.
Liquor sales were up a modest 1.1 per cent in response to cost-of-living pressures. Total group sales revenue was up 3.6 per cent on a normalised basis.
In the first quarter of fiscal year 2026, total group sales revenue … was up 3.9 per cent on the prior corresponding period.
Locantro has a sell rating on Coles following its dramatic share price rise this year.
The ASX consumer staples share rose from $18.47 on 19 March to a record $24.28 in September, before paring back to where it is now.
Locantro says it may be time to take profits, commenting:
Coles has enjoyed a good run, so we would be inclined to take some profits given cost-of-living pressures are persisting in a relatively slow growing economy.
Endeavour Group Ltd (ASX: EDV)
The Endeavour share price is $3.67, up 0.27% for the day and down 12.4% in 2025 to date.
On The Bull, Christopher Watt from Bell Potter said he has put a sell rating on the hotels and liquor retailing company.
EDV continues to struggle amid structural and cyclical headwinds.
Retail sales of $10 billion in fiscal year 2025 fell by 1.2 per cent, reflecting subdued consumer spending in retail liquor, which persisted in the first seven weeks of fiscal year 2026.
Watt said this ASX consumer staples share is "often viewed as a defensive play", however its growth is stalling.
The Endeavour share price has fallen sharply in recent months, from $4.27 on 21 August to a 52-week low of $3.45 on 14 October.
Watt concludes:
The stock looks fully valued compared to peers and lacks catalysts for a re-rating. The shares remain under pressure.
