One of the primary RESPONSIBILITIES of the product owner is to make the team aware of the market demands and how the priorities get realigned due to market situations. The product owner PROVIDES a clear VISION and sprint goals to the team to help them stay updated with the product. If there is any change in the backlog with respect to new requirements or priorities, it should be communicated to the teams. This helps the team to understand the bigger picture and what exactly is expected from them at that moment. 

The team even feels connected and understand their ROLE critically. It ensures that the team is building the right product and consequently delivering the ROI anticipated. There might be cases where the backlog aligned for a sprint GETS scraped off just because it is no longer required due to a fragile market situation, in this case, the product owner can terminate the sprint. The product owner is the voice of the outside world to the team and should ensure that all channels of communications are open and the team is very well understanding the market situations.