Tesco consulted with a range of groups to create its 2022 ‘Together this Ramadan’ campaign as the supermarket seeks to authentically represent the intricacies of the Iftar experience. People want brands to show a genuine cultural understanding in comms rather than tokenism and virtue-signalling.

The pandemic saw many people pivot to shopping for groceries online – whether for convenience, hygiene, or personal safety. As in-store shopping becomes normalised for Britons again, online-only retailer Ocado is still winning fans and it’s continuing to innovate to drive consumer loyalty.

Sainsbury's is partnering with Amazon to test a checkout-free grocery store, using the retail giant's ‘pick and go’ technology and joining the move towards smart grocery shopping. This shift aligns with people’s wish to combine brick-and-mortar stores with the convenience of online shopping.

The way that people do their grocery shopping has been changed, potentially forever, as a result of the pandemic. Morrisons has made big strides to become a market front-runner thanks to innovations like telesales lines, subscription boxes, and support for children on free school meals.