As Richard Curry, partner at retail and leisure group Rapleys, explains, while the supermarket price war is, on the surface, beginning to impact on retailers’ profits, scratch a little deeper and you’ll find an altogether different story. In its most recent financial results, discounter Aldi reported a 17% drop in its operating profit, as it continues to do battle with the so-called ‘Big 4’ (Tesco, Sainsbury’s, Asda and Morrisons), in addition to fending off the competition from fellow Teutonic grocer Lidl and the eCommerce contingent spearheaded by Ocado.