Everywhere you look at the moment, supermarkets are trying to react to the threat from discounters: whether it's Morrisons hiring ex-Poundland chairman Andy Higginson to lead its board, or Tesco turning its stores into giant shopping malls.
But despite their efforts, things are starting to look a little frightening for the traditional supermarkets, after new figures showed Aldi is on the brink of overtaking Waitrose to become the UK's sixth-largest supermarket.
According to figures by Kantar Worldpanel, Aldi's share of the market rose to 4.8% in the 12 weeks to July 20, a hair away from Waitrose's 4.9%, and a 32.2% rise on last year's figure. Meanwhile, Tesco's share of the market has fallen by 3.8%, from 30.3% to 28.9%. Ouch.
A look at how fast the market shares of various supermarkets are changing shows quite how bad things are for the likes of Tesco and Morrisons:
All this in-fighting has pushed grocery inflation down to 0.4% for the 12-week period, its lowest level since 2006. So at least the price wars are helping out consumers. Even if the supermarket establishment is being heavily shaken-up in the process...