The no-frills German-based supermarkets are clearly winning consumers back. Aldi has returned from a grim 2009 with an operating profit of £18.7m on £2.1bn worth of sales. Contrast this with Tesco's fortunes. Its market share has slipped from 30.8% to 30.4%.
Not a huge fall, but given Tesco's sales record, it's significant. Especially when Aldi and Lidl have upped their combined market share from 5.3% to 6%. Put that in perspective - that's an almost 14% rise. A stunning achievement.
So Tesco this morning admitted to the City that its experienced the worst six months of UK trading for two decades. It is also facing some consumer scepticism over its recent Big Price Drop.
Behaviour like this is increasingly being adopted by many others. And as it becomes more ingrained... Well, that's Tesco's problem.