A data profile of the people who buy, follow and care about Morrisons in United Kingdom — modelled from more than twelve digital signal sources. Morrisons has an estimated audience of 16,357,039 people in United Kingdom.
The average Morrisons fan in United Kingdom is 46.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, Scotland, North West.
Top brand affinities include Lidl, Asda, Ocado, with strongest over-indexing on Lidl (1.8× the country average).
Demographically, the Morrisons audience skews more female with an average age of 46.9, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Morrisons fan in United Kingdom is more female, around 46.9 years old, with strong Family Orientation tendencies and a notable affinity for Lidl.
The key figures that characterise the Morrisons profile in United Kingdom.
65.7% are female, 34.3% are male, average age 46.9.
| Metric | Value |
|---|---|
| Female | 65.7% |
| Male | 34.3% |
| Average age | 46.9 |
| Estimated audience size | 16,357,039 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 40% |
of the worldwide Morrisons audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 87.4% |
| United States | 2.2% |
| China | 2.0% |
Where the Morrisons audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~2.5M | 1.72× | |
| 02 | Wales | ~1.5M | 1.46× | |
| 03 | East Midlands | ~1.5M | 1.44× | |
| 04 | North West | ~2M | 1.22× | |
| 05 | Yorkshire and the Humber | ~1.5M | 1.14× | |
| 06 | South West | ~1.5M | 1.13× | |
| 07 | North East | ~700K | 1.04× | |
| 08 | East of England | ~1.5M | 0.92× | |
| 09 | West Midlands | ~600K | 0.86× | |
| 10 | England | ~12M | 0.77× | |
| 11 | South East | ~1.5M | 0.74× | |
| 12 | Greater London | ~1M | 0.50× | |
| 13 | Northern Ireland | ~30K | 0.07× |
The strongest cross-interests of the Morrisons audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bonmarché | Shopping | 2.01× | ||
| 02 | Cash Converters | Business & Career | 1.84× | ||
| 03 | Tour operator | Travel & Leisure | 1.81× | ||
| 04 | Lidl | Shopping | 1.80× | ||
| 05 | Virgin Holidays | Politics & Society | 1.73× | ||
| 06 | Package tour | Travel & Leisure | 1.69× | ||
| 07 | Tesco Clubcard | Shopping | 1.69× | ||
| 08 | Cuisine of the United States | Food & Beverages | 1.69× | ||
| 09 | Kitchen utensil | Home & Garden | 1.67× | ||
| 10 | Cliff Richard | Music & Radio | 1.65× | ||
| 11 | Retirement community | Kids & Family | 1.63× | ||
| 12 | Kitchenware | Home & Garden | 1.60× | ||
| 13 | Asda | Shopping | 1.57× | ||
| 14 | Ocado | Shopping | 1.56× | ||
| 15 | Fast casual restaurants | Food & Beverages | 1.55× | ||
| 16 | Frying pan | Home & Garden | 1.54× | ||
| 17 | Mexican cuisine | Food & Beverages | 1.52× | ||
| 18 | Poundland | Shopping | 1.51× | ||
| 19 | Convenience store | Food & Beverages | 1.51× | ||
| 20 | Toby Carvery | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.17× | |
| Convenience Orientation | PREMIUM | 1.15× | |
| Indulgence | JOY | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.90× | |
| Mindfulness | BALANCE | 0.93× | |
| Spirituality | BALANCE | 0.93× |
Morrisons's target market in United Kingdom covers an estimated 16,357,039 people, concentrated in England and Scotland.
65.7% of the Morrisons audience are female, 34.3% are male, with an average age of 46.9 years.
Morrisons fans show strongest brand affinity for Lidl (1.8×), Asda (1.57×), and Ocado (1.56×) over the country average.
Morrisons fans in United Kingdom are most concentrated in England (reach ~12M), Scotland (reach ~2.5M), and North West (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Morrisons itself, the audience over-indexes on Asda (1.57×), Ocado (1.56×), Kitchenware (1.6×), and Poundland (1.51×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Morrisons. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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