Using Gfk data, supermarket chain Asda has predicted that sales of Blu-ray players will outstrip DVD players in the key festive shopping season.
The Sony-backed Blu-ray disc format beat Toshiba's rival HD DVD format in late 2009, leaving it free to dominate the market for high definition DVD products.
However, Blu-ray has not seen such a "meteoric rise" over DVD players that the VHS video format managed after beating rival Betamax.
Asda feels that Blu-ray's slower growth has been down to a "more subtle" difference in image quality between it and DVD.
Blu-ray supports a maximum resolution of 1920x1080 (1080p), while DVD is limited to 720x576 (480p). Blu-ray also uses better video-compression technology to create more contrast and richer colours, superior even to high definition satellite TV images.
Asda feels that with HD TVs being more common in UK homes, Blu-ray's superior picture quality and ability to 'upscale' standard DVDs is "at last poised to fulfil its potential".
Wayne Steenson, the vision expert at Asda, said: "More and more UK homes are now equipped to enjoy the full benefit of high-definition Blu-ray discs and we're pleased to be offering Blu-ray players at the lowest price in the market."
> Blu-ray to overtake DVD by 2015, says report
Asda said that it will reduce the price of its entry-level ONN Blu-ray player to £40 in its larger stores this Christmas, beating the cheapest player at Currys (£69.97) and Argos (£69.99).
The supermarket, owned by US company Walmart, is also cutting the cost of many Blu-ray titles, including some new releases on sale for less than £10.