The
UK's supermarket business comprises a bewildering array of participants. Main
players including Tesco's, Sainsbury's, and Asda, are joined by Aldi and Lidl who
are taking market share at a fast rate. But a significant performer is Iceland
which has just increased its market share to 2.3% and has been voted the best
online supermarket in the U.K.
And,
according to the Guardian, it has achieved its growth by appealing to the
middle classes with offers like Black Tiger Prawns, Wagyu burgers, Ostrich
fillets, and 28 day matured steaks. Going more upmarket, and tuning their
merchandising and advertising has led to a significant revival for this smaller
player in a very competitive market.