As embodied by Aldi — now at No. 9 in Progressive Grocer’s ranking (see the charts at the end of this piece), up from the tenth slot last year and 13th place in 2016 — Aldi Nord banner Trader Joe’s, currently in 10th position; and newcomer to the U.S. market Lidl, not yet in the ranking, the deep-discount business model, honed over time in Europe, relies on an assortment largely made up of premium private-brand products sold at often rock-bottom prices.