Half of Europe’s top 20 leading grocery retailers have launched new value ranges or expanded existing ones over the last year in a bid to take on the discounters, according to IGD research.

Carrefour launched its global No. 1 value range, which has been followed by a pan-European 365 value range from Delhaize and new value ranges from Spanish retailer Eroski, Swiss retailer Migros and French giant Intermarché. German retailers Edeka and Tengelmann and French companies Leclerc and Casino have also pumped investment into entry-level price ranges this year.

However, the ranges are denting margins, notes IGD.