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Market growth was 1.4% in the 12 weeks to 16 June 2019, according to the latest results from Kantar. Performance has slowed compared to this time last year, when growth was 2.1%. We look at the factors influencing this and key retailers' performance.

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Morrisons is rolling out its home delivery deal with online retailer Amazon to more cities, while Waitrose extends its Rapid Delivery trial to more London postcodes.

Expansion of home delivery deal with Amazon

Following the announcement of their supply agreement in 2016, Morrisons is extending its home delivery deal with Amazon. The expansion will see new cities benefit from the delivery deal throughout 2019 including Glasgow, Newcastle, Liverpool, Sheffield and Portsmouth. The deal offers customers same-day delivery on Morrisons products for Amazon Prime Now and Amazon Pantry customers.

Morrisons will also begin to sell directly to customers as it becomes a featured retailer on Amazon’s Prime website and app, through Morrisons at Amazon.

David Potts, chief executive and Morrisons, commented: "Morrisons' conveniently located local supermarkets and Amazon's very popular website and customer offer are an ideal combination, offering ultra-fast same-day grocery home delivery for customers in and around cities across Britain. Amazon has been a valued partner of Morrisons for over three years and we are pleased to be expanding our relationship together”.

Waitrose extends Rapid Delivery trial

Waitrose & Partners has announced it is set to roll out its Waitrose Rapid Delivery service to more London postcodes, as well as areas outside the capital.

Through its partnership with delivery start up ‘On the Dot’, shoppers can purchase up to 25 items from over 2,000 products and have them delivered within two hours, or on the same day. Delivery is priced at £5.

The move follows the success of its London-based trial, which launched in September 2018.

The expansion will see a further 58 London postcodes benefit from the service including areas such as Battersea, Bayswater and Victoria. Outside London, customers in Bath and Hove will have access to the offer from the 8th and 15th July, respectively.

Nicola Waller, Head of Business Development at Waitrose & Partners, commented on the news: “There is a growing number of customers who want to get their shopping as and when they want it which gives us a great opportunity to continue testing the appetite for the service in new locations both inside and outside of London”.

The move aligns with Waitrose’s continued efforts to deliver more convenient solutions, last month the retailer also expanded its in-home unattended delivery service.

Rapid delivery competition

As shopper demand and expectations continue to rise, increasingly we are seeing online retailers invest in improving their delivery standards, not only offering same day delivery, but also more immediate solutions for shoppers. Morrisons extending its deal with Amazon and Waitrose extending its Rapid Delivery service are not the only examples of retailers tapping into the trend of creating more convenient solutions for customers.

In March 2019, Ocado also launched its one-hour delivery service in London, Ocado Zoom while Co-op soon after launched its first online home delivery service offering customers delivery via a dedicated online store in as little as two hours. Most recently, Amazon re-entered the growing meals delivery market through its investment in food courier service Deliveroo.

Retail Analysis subscribers can see how shoppers are using online rapid delivery and how manufacturers from across the world, can meet the opportunity in our Online rapid delivery opportunity report here.           

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After a successful plastic-free trial Morrisons will now roll out the concept to many of its stores. The trial took place over ten months in three stores and saw shoppers buy on average 40% more loose fruit and vegetables.

'Buy bagless' fruit and vegetable area

The new area will allow shoppers to buy 127 varieties of loose fruit and vegetables. Recyclable paper bags will also be available. The concept will be rolled out to 60 stores throughout 2019. They will also be introduced to stores when they are refurbished.

Drew Kirk, Morrisons fruit and vegetables director has said;

"Many of our customers would like the option of buying their fruit and veg loose. So we're creating an area of our greengrocery with no plastic where they can pick as much or as little as they like. We're going back to using traditional greengrocery and we hope customers appreciate the choice."

Morrisons predict this will save an estimated three tonnes of plastic a week, equating to 156 tonnes a year.

Continued drive to reduce plastic

Morrisons has been active in reducing plastic in-store. It has already removed plastic carriers bags, trialled reverse vending machines where shoppers can return plastic bottles and it now allows shoppers to use their own containers for meat and fish from its Market Street Butcher and Fishmonger counters.

The retailer has also committed to making all its private label products recyclable, reusable or compostable by 2025.  Later this month it will also be introducing paper carrier bags which will remove another 1,300 tonnes of plastic.

Want to know more about what other retailers are doing to reduce plastic waste?

Read here about;

  • Tesco plastic-free packaging trial on 45 products
  • M&S plastic-free produce aisles trial on over 90 lines of loose fruit and vegetables
  • Iceland aims to be plastic-free by 2023
  • Aldi plastic-free trial on five fruit and vegetable lines in Scotland
  • ASDA removed 6,500 tonnes of plastic from their own brand ranges over the last 18 months

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Morrisons has announced plans to revamp its meal deal offer, launching more innovative lunchtime options.

Meal deal shake up

Morrisons has announced plans to revamp its meal deal offer, launching more adventurous lunchtime products. The meal deal is priced at £3.50, and shoppers can pick up any main, snack and drink.

Range additions includes a new limited-edition Bratwurst sandwich, made from onion bread, beef & pork sausage, sauerkraut and mustard as well as crispy fried onion, mayo and onion chutney. The sandwich will be available for a standalone price of £2.40 until 4th August.

Source: Morrisons

Other options include the Chinese pork wrap, Teriyaki Salmon Sushi Salad and BBQ Burger Brioche.

The move follows a growing amount of Morrisons shoppers claiming they want more adventurous, street-food style lunchtime solutions to be included in the deal.

Rob Gallagher, Food to Go Buyer at Morrisons said: “We’re looking for ways to make lunch more exciting. Customers tell us they’re looking for adventurous sandwich fillings inspired by international cuisine - which is why we’ve developed our Bratwurst sandwich.”

The news comes as Superdrug is set to partner with Co-op to launch a meal deal offer in select branches.


Want to know more?

Retail Analysis subscribers can read and download our latest insight on Morrisons here.


Kantar market shares are generated using Kantar Worldpanel’s till-roll scanning methodology and extrapolated using a sample of 30,000 households. Figures are calculated over a rolling 12 week period and include VAT.
As the UK prepares to leave the European Union, we update our five year forecasts for the grocery market, quantifying the opportunities available in each retail channel. Drawing on a combination of economic base data from official sources and retailer specific forecasts, we set out our growth expectations.
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