Morrisons Target Market in United Kingdom
Morrisons has an estimated audience of 16,357,039 people in United Kingdom. 65.7% are female, 34.3% are male, average age 46.9. Top regions: England, Scotland, North West. Top brand affinities: Lidl, Asda, Ocado, Kitchenware, Poundland.
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.
Category: Food & Beverages · Type: Brand
Customer demographics of Morrisons
| Metric | Value |
|---|---|
| Female | 65.7% |
| Male | 34.3% |
| Average age | 46.9 |
| Estimated audience size | 16,357,039 |
Audience persona
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.
Morrisons customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~12M | 0.77× |
| Scotland | ~2.5M | 1.72× |
| North West | ~2M | 1.22× |
| East Midlands | ~1.5M | 1.44× |
| South East | ~1.5M | 0.74× |
| South West | ~1.5M | 1.13× |
| Yorkshire and the Humber | ~1.5M | 1.14× |
| East of England | ~1.5M | 0.92× |
| Wales | ~1.5M | 1.46× |
| Greater London | ~1M | 0.5× |
| North East | ~700K | 1.04× |
| West Midlands | ~600K | 0.86× |
| Northern Ireland | ~30K | 0.07× |
Top brand affinities of the Morrisons audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lidl | 1.8× | Shopping |
| Asda | 1.57× | Shopping |
| Ocado | 1.56× | Shopping |
| Kitchenware | 1.6× | Home & Garden |
| Poundland | 1.51× | Shopping |
| Kitchen utensil | 1.67× | Home & Garden |
| Fast casual restaurants | 1.55× | Food & Beverages |
| Package tour | 1.69× | Travel & Leisure |
| Cash Converters | 1.84× | Business & Career |
| Convenience store | 1.51× | Food & Beverages |
| Frying pan | 1.54× | Home & Garden |
| Tesco Clubcard | 1.69× | Shopping |
| Toby Carvery | 1.51× | Food & Beverages |
| Retirement community | 1.63× | Kids & Family |
| Cuisine of the United States | 1.69× | Food & Beverages |
| Bonmarché | 2.01× | Shopping |
| Cliff Richard | 1.65× | Music & Radio |
| Tour operator | 1.81× | Travel & Leisure |
| Virgin Holidays | 1.73× | Politics & Society |
| Mexican cuisine | 1.52× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.17 |
| Convenience Orientation | PREMIUM | 1.15 |
| Indulgence | JOY | 1.13 |
| Quality Awareness | PREMIUM | 1.12 |
| Healthy Lifestyle | BALANCE | 1.08 |
| Luxury Orientation | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 87.2% |
| United States | 2.1% |
| China | 2.0% |
See Morrisons audiences in other countries
More Food & Beverages audiences in United Kingdom
- Barcaffe (19,248,449)
- John Lewis (department store) (18,584,414)
- Gimme! Coffee (18,054,054)
- Aldi (17,402,911)
- Tesco (17,080,413)
Frequently asked questions
Who is Morrisons's target market in United Kingdom?
Morrisons's target market in United Kingdom covers an estimated 16,357,039 people, concentrated in England and Scotland.
What is the gender split and age of Morrisons customers?
65.7% of the Morrisons audience are female, 34.3% are male, with an average age of 46.9 years.
Which brands do Morrisons fans like most?
Morrisons fans show strongest brand affinity for Lidl (1.8×), Asda (1.57×), and Ocado (1.56×) over the country average.
Where do Morrisons fans live in United Kingdom?
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.
What other brands do Morrisons fans also like?
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.
How to read this data
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.
About this audience profile
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.