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.