Morrisons brand profile UK 2023

How high is the brand awareness of Morrisons in the UK?
When it comes to grocery store customers, brand awareness of Morrisons is at 94% in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Morrisons in the UK?
In total, 36% of UK grocery store customers say they like Morrisons.

What is the usage share of Morrisons in the UK?
All in all, 38% of grocery store customers in the UK use Morrisons.

How loyal are the customers of Morrisons?
Around 31% of grocery store customers in the UK say they are likely to use Morrisons again. Set in relation to the 38% usage share of the brand, this means that 82% of their customers show loyalty to the brand.

What's the buzz around Morrisons in the UK?
In September 2023, about 20% of UK grocery store customers had heard about Morrisons in the media, on social media, or in advertising over the past three months, meaning at the time of the survey there was little buzz around Morrisons in the UK.

Morrisons brand awareness, usage, popularity, loyalty, and buzz among grocery store customers in the UK as of September 2023

Characteristic	Share of respondents
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Number of respondents

1,231 respondents

Age group

18-64 years

Special properties

respondents who use grocery stores

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to grocery stores, which of the following brands do you like?
Brand usage: When it comes to grocery stores, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to grocery stores, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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