Rascasse Audience Intelligence

Morrisons Target Market in United States

A data profile of the people who buy, follow and care about Morrisons in United States — modelled from more than twelve digital signal sources. Morrisons has an estimated audience of 418,508 people in United States.

#4212among Brand in United States#2147in Food & Beverages

The average Morrisons fan in United States is 34.9 years old, balanced, and lives primarily in Colorado.

The audience is concentrated in Colorado, California, Texas.

Top brand affinities include Sainsbury's, Ocado, Intermarché, with strongest over-indexing on Sainsbury's (155.36× the country average).

Demographically, the Morrisons audience skews balanced with an average age of 34.9, and over-indexes on personality traits such as Urban Lifestyle, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Morrisons fan in United States is balanced, around 34.9 years old, with strong Urban Lifestyle tendencies and a notable affinity for Sainsbury's.

Category: Food & Beverages · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Morrisons profile in United States.

Audience size
419K
in United States
Gender
49.6%♀
50.4% male
Age
34.9
average years
Country rank
#40579
Brand in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Morrisons

49.6% are female, 50.4% are male, average age 34.9.

Fig. 02

Gender split

49.6%
Female
50.4%
Male
Demographic split for Morrisons audience in United States
MetricValue
Female49.6%
Male50.4%
Average age34.9
Estimated audience size418,508
Fig. 03

Age distribution

Ø 34.9
average years
Age distribution of the Morrisons audience in United States
Age bracketShare%
16-1937%
20-2913%
30-3916%
40-4920%
50+13%
Fig. 04

Worldwide distribution

2.2%

of the worldwide Morrisons audience comes from United States.

Worldwide audience distribution share by country for Morrisons
CountryShare
United Kingdom87.4%
United States2.2%
China2.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Morrisons audience in United States is strongest.

Fig. 05

Top regions by affinity

Morrisons customers by region in United States
#RegionReachAffinity×
01Colorado~70K11.78×
02Alabama~10K2.56×
03Oklahoma~8K1.74×
04Illinois~20K1.70×
05Wyoming<1K1.58×
06Tennessee~10K1.56×
07Iowa~5K1.51×
08West Virginia~3K1.44×
09Washington, District of Columbia~2K1.26×
10Wisconsin~7K1.24×
11New York~20K1.03×
12Kansas~3K0.95×
13Louisiana~5K0.90×
14Idaho~2K0.90×
15Vermont<1K0.90×
16Texas~30K0.86×
17California~40K0.82×
18Massachusetts~6K0.82×
19Oregon~4K0.81×
20New Mexico~2K0.81×
21Arkansas~3K0.80×
22Alaska<1K0.76×
23Mississippi~2K0.73×
24New Hampshire~1K0.73×
25Maine~1K0.73×
26South Dakota<1K0.73×
27Georgia~9K0.71×
28Minnesota~4K0.70×
29Montana<1K0.70×
30Missouri~4K0.68×
31Nebraska~1K0.68×
32Florida~20K0.67×
33Virginia~7K0.67×
34Kentucky~3K0.66×
35Washington~5K0.65×
36North Carolina~8K0.64×
37Rhode Island<1K0.64×
38Delaware<1K0.63×
39Connecticut~2K0.62×
40South Carolina~4K0.60×
41Michigan~6K0.59×
42New Jersey~6K0.59×
43Indiana~4K0.59×
44Hawaii~1K0.59×
45Ohio~7K0.58×
46Utah~2K0.57×
47Nevada~2K0.56×
48Arizona~4K0.55×
49Pennsylvania~7K0.54×
50Maryland~3K0.50×
Fig. 06

Affinity by region

Affinity by region — Morrisons, United States
0.50×1.00×11.78×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Morrisons audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Morrisons audience
#·InterestCategoryAffinity×
01OcadoShopping294.87×
02Sainsbury'sShopping155.36×
03IntermarchéShopping114.29×
04Cath KidstonFashion & Accessoires20.00×
05Dental schoolBusiness & Career20.00×
06GlaxoSmithKlineHealth20.00×
07Universal health careHealth20.00×
08DFS (British retailer)Shopping20.00×
09Health care reformBusiness & Career20.00×
10University of TennesseeBusiness & Career14.47×
11Health maintenance organizationBusiness & Career14.34×
12LiSA (Japanese musician, born 1987)Music & Radio14.00×
13RaftingSports10.83×
14King SoopersShopping8.33×
15SalarymanBusiness & Career7.35×
16Home shoppingShopping7.07×
17Anime conventionLiterature4.49×
18Food and drinkFood & Beverages1.70×
19FoodFood & Beverages1.65×
20Fitness and wellnessSports1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Morrisons audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Morrisons audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN1.57×
Community OrientationOPEN1.51×
TravellingTHRILL1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Morrisons audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.81×
Quality AwarenessPREMIUM0.81×
Luxury OrientationPREMIUM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Morrisons's target market in United States?

Morrisons's target market in United States covers an estimated 418,508 people, concentrated in Colorado and California.

02

What is the gender split and age of Morrisons customers?

49.6% of the Morrisons audience are female, 50.4% are male, with an average age of 34.9 years.

03

Which brands do Morrisons fans like most?

Morrisons fans show strongest brand affinity for Sainsbury's (155.36×), Ocado (294.87×), and Intermarché (114.29×) over the country average.

04

Where do Morrisons fans live in United States?

Morrisons fans in United States are most concentrated in Colorado (reach ~70K), California (reach ~40K), and Texas (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Morrisons fans also like?

Beyond Morrisons itself, the audience over-indexes on Ocado (294.87×), Intermarché (114.29×), Cath Kidston (20×), and Rafting (10.83×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in United States

See Morrisons audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 States. 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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