I am not bashing Tesco. Far from it. The retailer has done a sterling job, over many years, at giving consumers a real reason to shop in its stores. Its 30% market share - the biggest by some way - is testament to the effectiveness of its strategy over recent years.
It will certainly take some time for its nearest competitors to catch up. It does, however, feel as though those rivals are no longer content to let Tesco's dominance continue, and the latest sales-growth figures are illustrating this trend.
Tesco's sales, excluding fuel and VAT, have risen by 4.3% since the start of the year. A solid performance in a recession, yes; but not when you compare it with Sainsbury's 7.8% and Morrisons' 9.2% sales growth for the same period.
The former has quietly gone about preparing itself to take on its rivals with real credibility. Last week, it stunned the City by announcing that it had raised more than £400m to fund ambitious expansion plans.
Sainsbury's timing is perfect. Not only will it take advantage of the cheaper property prices the recession has led to, it has also positioned itself brilliantly, particularly with its admirable strategy to tackle the recession through its 'Switch and save' and 'Feed your family for a fiver' initiatives.
At just over 16.3%, its current share of customers is way off Tesco's market lead. However, these plans, made at the right time and carried though with determination and smart execution, could see it once more become a serious threat to the number one.