Sobeys' $5.8 billion deal to acquire Safeway Canada shines a spotlight on the fiercely competitive nature of the country's grocery business as consumers tighten their belts and discounters including Wal-Mart Stores and Target enter the fray. "We have to work harder at getting the consumer to make a full shop. ... You have to earn your sales on a daily basis in this environment," Sobeys CEO Marc Poulin said.

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