Britain's big supermarkets say they have never been more competitive on price, yet their customers are still flocking to German-owned discount stores Aldi and Lidl.
The German duo have already grabbed more than 16% of the British market between them but analysts, academics and grocery executives expect that to double within a decade as they spend hundreds of millions of pounds to expand.
Britain's incumbents are struggling to compete in part due to the scale of the two relative newcomers, which between them are present in more than 30 countries includingThe discounters' size guarantees better terms when negotiating supplier deals, while they are also able to take a longer-term view on profit because they are privately-owned and do not have to worry about shareholder returns or stock prices.
"The UK will model to what many of the European countries have," Leigh Sparks, professor of retail studies at the University of Stirling in Scotland, told Reuters.
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