Asda is facing its toughest period in more than a decade as new market data shows the supermarket rapidly losing ground to Aldi, which analysts say is now within months of overtaking it as Britain's third-largest grocer.
According to a recent report, which draws on fresh industry figures and expert commentary published by This Is Money, Asda's sales and market share have slumped to levels not seen since 2011, raising concerns about the chain's ability to compete during the ongoing cost-of-living squeeze.
