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29 October 2020


Find out how thousands of Morrisons shoppers rate its supermarket stores and website in our Morrisons review.
Ellie Simmonds

Morrisons began life as a Bradford market stall in 1899, and opened its first shop in 1958.  

It is currently the fourth-largest food retailer in the country, with more than 500 UK stores. But is it any good?  

In the annual Which? supermarkets survey, more than 3,700 Morrisons customers rated the retailer on everything from queuing time to the quality of its food and value for money. This enabled us to work out star ratings for different factors as well as an overall customer score.

Which? members can log in to unlock the table below and reveal the ratings. If you're not yet a member, join Which? now for instant access to the results plus all of our online reviews.

Morrisons review: is Morrisons the UK's best supermarket?

In-store customer ratings

Morrisons stores
Store layout
Store appearance
Queuing time
Staff availability and helpfulness
Products being in stock
Range of products
Overall quality of own-label products
Overall quality of fresh products
Recyclable packaging / no packaging
Value for money
Customer score

Online customer ratings

Ease of finding products on the website
Ease of finding products in the app
Availability of convenient delivery slots
Products being in stock
Choice of substitute items
Range of products
Overall quality of own-label products
Overall quality of fresh products
Driver's service
Availability of recyclable packaging/products with no packaging
Value for money
Customer score

As well as accessing the supermarket scores, logging in or joining Which? will enable you to see how Morrisons fared when we reviewed items including champagne, cheese, and cleaning products, such as washing-up liquid and dishwasher tablets.

Morrisons in the news

In February 2020, Morrisons stopped selling eggs from caged chickens, now only selling free-range eggs. Waitrose and M&S had already switched to free-range-only, while Aldi, Lidl, Sainsbury's and Tesco have committed to doing so by 2025.

Morrisons has also stopped using 'fake farm' brands – those which give a misleading impression that food comes from a British farm that doesn’t really exist. Other supermarkets have come under pressure to change similarly styled branding on their fresh produce.

It has also launched 'wonky' veg boxes and a pick-your-own-egg scheme to cut down on food waste. 

Like other supermarket chains, Morrisons announced store closures in summer 2019. Morrisons is the smallest of the so-called ‘Big Four’ supermarkets and its market share is shrinking. Figures from Kantar Worldpanel in February 2020 showed that Morrisons' market share had dropped from 10.6% to 10.3% year-on-year.

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