For years the 'big four' supermarkets has remained unchanged. Tesco, Asda, Sainsbury's and Morrisons have all held on to their places in the list of the UK's biggest grocers.
However earlier this year it was warned that Aldi was making a strong challenge. And now it appears to have finally happened.
According to Retail Gazette over the past four weeks to August 7, the budget retailer has taken 9.2% of the market. This is while Morrison's has seen its share stand at just 9%.
And the picture might yet change still further as the figures, from Kantar, show fellow German chain Lidl has seen its market share surge from 0.9% to 7%. It is now the fastest-growing grocer in the UK with sales up by 13.9% in the 12 weeks to July 10.
The publication said Morrisons had a "unique opportunity to compete in the price war" as it produces much of its own fresh produce it also had been behind other retailers in issuing price cuts. However it said although the chain launched price cuts on hundreds of own-brand lines in late April, this move came later than rivals which meant "Morrisons reputation on price had already been hit".
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