Rascasse Audience Intelligence

Morrisons Target Market in United Kingdom

Morrisons has an estimated audience of 18.4M people in United Kingdom.

#8among brands in United Kingdom
#11in Food & Beverages

The average Morrisons fan in United Kingdom is 47.7 years old, more female, and lives primarily in North West.

Most fans live in North West, Scotland, East Midlands.

Top affinities include Bonmarché, Cash Converters, Lidl, with strongest over-indexing on Bonmarché (2.01× the country average).

Demographically, the Morrisons audience skews more female with an average age of 47.7, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.

The typical Morrisons fan in United Kingdom is more female, around 47.7 years old, with strong Family Orientation tendencies and a notable affinity for Bonmarché.

Category: Food & Beverages · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
18.4M
in United Kingdom
Gender
65.7%♀
34.3% male
Age
47.7
average years
Country rank
#144
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Morrisons

65.7% are female, 34.3% are male, average age 47.7.

Fig. 02

Gender split

65.7%
Female
34.3%
Male
Demographic split for Morrisons audience in United Kingdom
MetricValue
Female65.7%
Male34.3%
Average age47.7
Estimated audience size18.4M
Fig. 03

Age distribution

Ø 47.7
average years
Age distribution of the Morrisons audience in United Kingdom
Age bracketShare%
16-244%
25-3415%
35-4418%
45-5423%
55+40%
Fig. 04

Worldwide distribution

90.4%

of the worldwide Morrisons audience comes from United Kingdom.

Worldwide audience distribution share by country for Morrisons
CountryShare
United Kingdom90.4%
United States1.6%
China1.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Morrisons customers by region in United Kingdom
#RegionReachAffinity×
01Scotland~2.5M1.60×
02East Midlands~2M1.44×
03Wales~1M1.36×
04North West~2.5M1.22×
05Yorkshire and the Humber~1.5M1.14×
06South West~2M1.13×
07North East~800K1.04×
08East of England~1.5M0.92×
09West Midlands~1.5M0.86×
10South East~2M0.74×
11Greater London~1M0.50×
12Northern Ireland~30K0.06×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Morrisons audience vs. the country average
#·InterestCategoryAffinity×
01BonmarchéShopping2.01×
02Cash ConvertersBusiness & Career1.84×
03LidlShopping1.80×
04Iceland (supermarket)Food & Beverages1.75×
05Virgin HolidaysPolitics & Society1.73×
06Package tourTravel & Leisure1.69×
07Tesco ClubcardShopping1.69×
08Cuisine of the United StatesFood & Beverages1.69×
09Kitchen utensilHome & Garden1.67×
10Cliff RichardMusic & Radio1.65×
11Retirement communityKids & Family1.63×
12KitchenwareHome & Garden1.60×
13AsdaShopping1.57×
14OcadoShopping1.56×
15Fast casual restaurantsFood & Beverages1.55×
16Frying panHome & Garden1.54×
17Peppa PigKids & Family1.53×
18PoundlandShopping1.51×
19Toby CarveryFood & Beverages1.51×
20Convenience storeFood & Beverages1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Morrisons audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Morrisons audience vs. the country average · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.17×
Convenience OrientationPREMIUM1.15×
IndulgenceJOY1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Morrisons audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.90×
MindfulnessBALANCE0.93×
SpiritualityBALANCE0.93×
0×1.00× baseline2×
Appendix

Explore more audiences

More Food & Beverages audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Morrisons over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/gb/morrisons-143451” · Methodology