'Are supermarket giants doomed'? No, it is just history repeating

Everyone writing off supermarket giants

For a discipline that offers few certainties, investment can attract an awful lot of, well, certainty.

Whether it be investors, analysts, journalists or other market commentators, people often become convinced some scenario or trend definitely will or will not play out. Check back a few years later, however - always assuming it even occurs to anyone to do so - and that certainty does not always prove to have been warranted. Go back three or four years, for example, and many were arguing it was 'game over' for supermarket giants, such as Morrisons, Sainsbury's and Tesco. The undeniable pressure being brought to bear by the so-called 'hard discounters' of Aldi and Lidl led market watc...