Assessing Morrisons' progress towards its goal of ‘Making Good Things Happen’- building a brand that is popular, accessible, broader and stronger.

See data on the retailer’s performance and forecasts for its operations by channel.

We take a closer look at the Morrisons shopper. Who they are, how they shop and what matters to them?

This report uses full analysis of our ShopperVista data between September 2020 and August 2021. We compare the attitudes, demographic profiles and shopping behaviours of shoppers at 9 different supermarkets – Waitrose, Tesco, Iceland, Sainsbury’s, Morrisons, Asda, M&S, Lidl and Aldi.