Following today’s release of Morrison’s figures for the 13 weeks ending 26 July 2026; Eleanor Simpson- Gould, senior retail analyst at GlobalData, a leading data and analytics company, offers her view: “Morrisons delivered its strongest sales uplift in over a year in the 13 weeks to 26 July 2026, with like-for-like (l-f-l) growth accelerating to 3.2%. Total sales rose 2.5% to £4.1bn, marking a clear improvement on Q2, when l-f-l sales increased 2.2%. This step-up in performance signals a firmer trajectory into H2, supported by hot weather and World Cup demand. Morrisons is focused on protecting profits; underlying EBITDA rose 5.7% in H1. Its announcement of a further £53m in cost savings this quarter will ensure it effectively balances investment and efficiency improvements while offsetting external headwinds amid a competitive pricing landscape. Though this is an encouraging improvement, price-led volume growth may pressure margins if promotional activity is not tightly managed. Morrisons will need to prioritise availability and targeted price investment into Halloween and Christmas ranges. The grocer’s fresh counters will also be a key point of differentiation against the big four and discounters, not just lower prices.
“Performance in Q3 was supported by growth across channels and the grocers’ manufacturing and pharmacy divisions. Online grew double digits, as it brought rapid delivery further in-house via Morrisons Now. This investment will strengthen the grocers’ immediacy offer and protect margins. Morrisons’ convenience strategy is becoming more profit-led, with the planned closure of 100 underperforming former McColl’s stores balanced by 71 new Morrisons Daily franchisee openings so far this year. This shift points to a more disciplined approach to growth, prioritising higher quality locations over footprint expansion.
“In August 2026, Morrisons announced its ‘Unbeatables promise’, the grocer’s latest price-matching strategy which covers over 500 essential items across online, click & collect and supermarket stores. Morrisons has been correct not to extend this price-matching scheme to its convenience estate, despite being the channel where shoppers are most price-sensitive. Into the golden quarter, this price focus should boost its value perception and dampen switching behaviour among shopper
