The past few years have seen discounters in the United Kingdom, namely Aldi and Lidl, making serious strides in retail market share, and with each new release of consumer purchasing statistics, the country's major retailers get increasingly nervous.

The growth is apparent throughout the supermarket sector, and seafood is no exception.

According to market research firm Nielsen, between 2014 and 2016, Aldi moved from seventh spot to fourth in terms of value share of fish and seafood sales, overtaking Asda, M&S and Waitrose in the process.

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