With the retail industry shifting beneath their feet, the UK’s four largest grocers have some bold moves to make in order to maintain relevance with consumers. The results of this year’s Prophet Brand Relevance Index (BRI), which speaks directly to consumers to understand which brands they find indispensable to their lives, sees the downward trend for Tesco, Sainsbury’s, Asda and Waitrose continue. With drifting enthusiasm for British born-and-bred brands, some profound changes need to happen as the stalwarts of old are not even running fast enough to stand still.

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