Talks between Sainsbury’s and Morrisons have set industry tongues wagging, with analysts saying the market is ripe for change

• Tesco lifts profit forecast and says shoppers are resilient

They may be two of the most recognisable brands in Britain, with a combined 188 years serving shoppers, but industry watchers agree that either Asda or Morrisons – or both – could disappear within a decade.

This week, it emerged that Sainsbury’s and Morrisons – the UK’s second- and sixth-largest supermarket chains – had held merger talks between last November and February, before the larger player decided to walk away.