 Wesfarmers Ltd ASX:WES and Coles Group Ltd ASX:COL have benefited greatly from changing consumer trends thanks to the ongoing COVID-19 pandemic and are likely to continue their upward trajectory, according to global credit consultant SP Global. Wesfarmers, which owns brands including Bunnings, Officeworks and Kmart, has seen its shares rise to new all-time highs of 56.40 this year, although Coles Group, which controls the Coles supermarkets, this week fell to just above 16, about the point it was trading before the market-wide pandemic slide last March. 