European discounters (Aldi and Lidl) have been stealing a march on all the multiples, from the big-hitting Tesco, to the ‘low cost’ Asda, aggressively enticing shoppers in through their doors with lower prices and basket-beating deals. And with the positive perception of their brands rising – Aldi and Lidl were recently named the UK’s top brands1 – they’ve even managed to challenge the shopping habits of premium customers at Sainsbury’s and Waitrose.

Our approach at Newton allows us to ‘myth-bust’, to challenge some of the assumptions and to join the conversation on ways the multiples can ‘beat’ the discounters. This paper is by no means a complete and final answer to how the likes of Tesco, Sainsbury’s and Asda can win back market share from Lidl and Aldi. It’s designed to share our first-hand experiences, research and primary investigations, and to ignite debate.