How discounters are beating the supermarkets

Just a classic market to study - grocery retailing - and in this instance it's the discounters who are winning. You might think that this is surprising given that all the data suggests that the economy is improving, and you might think that shopping at Aldi and Lidl are at best necessities and, in some cases, inferior goods. However, recent Kantar Worldpanel data suggests that this might not be the case.