They didn't really do that of their own accord, though. Their main competitor Lidl had started to chip away at their market share by upgrading their stores and

They didn't really do that of their own accord, though. Their main competitor Lidl had started to chip away at their market share by upgrading their stores and offering a nice shopping experience. Furthermore, as the economy started to improve after the financial crisis, people became more demanding. We have actually seen a bit of an uptick in market share for the traditional grocery chains over recent years.