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Morrisons
morrisons.com·Supermarkets, United Kingdom
Measured 26 Oct 2026, published 26 Oct 2026. Measured against the same 124 buyer questions, on the same engines, in the same scan as every other company in supermarkets. Visibility is the share of eligible answers that named the company.
31.9%–No change shown: First published reading, so there is nothing to compare against yet.
Named in 115 of 360 eligible answers.
4th of 14new
First published reading, so there is nothing to compare against yet.
Named in 115 eligible answers this week
Change over time
One point per published scan, one scan a week. The dashed line is the mean visibility of every company measured in the industry in that scan.
Morrisons visibility by published scan, against the category average
MorrisonsCategory average
0%10%20%30%40%26 Oct 2026
One point per published scan. Hover, or focus the chart and use the arrow keys, to read a scan.
View 1 scan as a table
Measured
Morrisons
Category average
Rank
26 Oct 2026
31.9%
18.4%
4th
What the results show
The scan of 26 Oct 2026, read plainly. Every figure here appears elsewhere on this page; nothing is estimated.
Morrisons was named in 115 of 360 eligible AI answers to 124 supermarkets questions in the scan of 26 Oct 2026: a visibility of 31.9%. It ranks 4th of 14 companies measured. This is its first published reading, so there is no change to show yet. The category average is 18.4%, so Morrisons sits 13.5 pp above it.
By engine, Morrisons is strongest on ChatGPT (38.7%, named in 48 of 124 answers) and weakest on Google AI Mode (28.2%). It is above the category average on 3 of 3 engines.
It appears in answers to 62 of 124 questions. Where it is absent, other measured companies are named instead, most often Tesco.
By engine
Each engine was asked the same questions. The company against the category average on each engine, on one scale.
Morrisons's visibility on each of 3 engines, against the category average on that engine: from 28.2% to 38.7%.
ChatGPT
Named in 48 of 124 answers · most visible: Tesco, 54.8%
Morrisons: 38.7%
Category average: 20.8%
Google AI Overviews
The questions
Which of the 124 questions the engines named Morrisons for, and which they answered with other companies instead.
Where Morrisons is named
Named in answers to 62 of 124 questions this week. Most often:
Which UK supermarkets offer convenient ways to pay in store or online, and what options are worth comparing?
Payments and digital servicesNamed in 3 of 3 answers · 3 of 3 engines
Which supermarkets in the UK offer a particularly broad food range, including fresh ingredients, prepared meals and options for different cuisines?
Product range and availability
Recorded answers
A sample of the answers collected in this scan, with the engine, the capture time, who was named and what was cited.
Showing 10 of 10 recorded answers in this sample · 115 answers named Morrisons this week in total.
ChatGPTCaptured 26 Oct 2026, 15:00 UTC
“Does my preferred supermarket usually have a broad range of products in stock, or can the choice vary a lot between stores?”
… Which supermarket do you prefer? For example, Tesco, Sainsbury’s, Asda, Morrisons, Aldi, Lidl or Waitrose. I can look into its product range and how much the selection varies between stores.
Google AI OverviewsCaptured 26 Oct 2026, 15:00 UTC
“What should I do if items are missing from my grocery order and I can't get anyone to respond?”
… - Look for substitutions or out-of-stock marks: Supermarkets (such as Tesco or Morrisons in the UK) often mark items as unavailable or substitute them during the picking process rather than charging you for them.[[1]](https://grocerybrands.co.uk/morrisons-order-missing-items/)[[2]](https://grocerybrands.co.uk/tesco-order-missing-items/) ### 2. Use Automated App Tools - File an in-app claim: Most major grocery platforms and delivery apps feature an automated "Report an Issue" or "Missing Items" button in the order history section (available within 24 hours to 7 days depending on the …
Morrisons namedOnline shopping, delivery and collection
“How can I check whether my usual supermarket has a particular product in stock at my local store, and how reliable is that information?”
… with a few built-in blind spots. ### How to Check Supermarket Stock 1. Supermarket Apps & Websites: Major chains (such as Tesco, Sainsbury's, Asda, and Morrisons) allow you to set your specific local branch as your "preferred store." You can then search for an item directly on their app or website, and it will usually display an estimated availability status for that exact location. 2. Click & Collect / Delivery Slots: Simulating a Click & Collect order for your local store is often the most accurate digital workaround. Adding items to a collection basket forces the system to check …
“I live in a rural village and drive to do my shopping. What supermarket options are worth comparing for convenient access and shorter trips?”
… range of products. [www.which.co.uk](https://www.which.co.uk/reviews/supermarkets/article/supermarket-price-comparison-aPpYp9j1MFin --- 4\. Sainsbury's and Morrisons — alternatives for range and convenience Compare these if either is closer to your usual route, has easier parking or lets you buy everything in one visit. Include Nectar or More loyalty discounts where applicable. --- 5\. Co-op Food and local convenience stores — best for top-ups Useful for milk, bread and forgotten essentials without a long detour. The smaller format may cost more per item, so I'd generally use it …
Morrisons namedConvenience, location and opening hours
Google AI OverviewsCaptured 26 Oct 2026, 15:00 UTC
“I live in a rural village and drive to do my shopping. What supermarket options are worth comparing for convenient access and shorter trips?”
… fast. Smaller parking lots can get congested; limited premium or niche branded items. The Big Four (Mainstream) Tesco, Asda, Sainsbury's, Morrisons Large "all-in-one" stock-ups Huge, accessible parking lots and tech like "Scan as You Shop" to skip checkout lines. Massive store footprints mean physically walking the store takes longer. The Mid-Size & Premium Co-op, Booths (North), Waitrose Quick top-ups or high-quality produce Often located on the edges of market towns or closer to rural corridors, saving deep drives into cities. High prices for a full …
Morrisons namedConvenience, location and opening hours
“I live in a rural village and drive to do my shopping. What supermarket options are worth comparing for convenient access and shorter trips?”
… tight turns, or time limits). Prices are higher and ranges are limited, making it a compromise best saved for emergency top-ups rather than a main shop. - Morrisons / Asda (Mid-to-Large) - Access & Parking: Edge-of-town formats usually paired with petrol stations—ideal if you want to combine fuel and grocery runs in one stop. Car parks are generous [1.6], though layouts can be sprawling. - Trip Efficiency: Moderate-to-slow depending on the size of the branch, but excellent for one-stop efficiency if you need petrol, a pharmacy, or recycling facilities alongside food. To help narrow …
Morrisons namedConvenience, location and opening hours
“The same ingredients I need are regularly missing from my local supermarket. What could be causing this?”
… down what's happening to you I can investigate the likely cause more specifically if you tell me two things. 1\. Which supermarket do you use? Tesco Asda Morrisons Aldi or Lidl Sainsbury's Co-op Another supermarket --- 2\. What kinds of ingredients keep disappearing? Fresh vegetables and herbs Meat, fish or dairy Tinned or packaged ingredients Specialist or international ingredients A mixture of different ingredients How long has this been happening? Just the past few days Several weeks or months For a year or longer Do you notice it elsewhere? Mostly this branch Several branches of the …
“I hate seeing good food thrown away after I shop. What can I do to feel more confident that my supermarket is dealing with surplus food responsibly?”
It’s completely understandable to feel frustrated when perfectly good food gets thrown away. The good news is that you don’t have to rely on guesswork or a supermarket’s sustainability slogans to judge whether it’s handling surplus food responsibly. The most useful thing to look for is evidence that edible food is being redistributed to people first, rather than being thrown away, with composting or other recovery methods used for food that genuinely can’t be eaten. Here’s how you can check what your supermarket is doing and feel more confident about your shopping choices. ## 1\. Check …
Morrisons not namedSustainability and ethical practices
Google AI OverviewsCaptured 26 Oct 2026, 15:00 UTC
“Does my preferred supermarket usually have a broad range of products in stock, or can the choice vary a lot between stores?”
Supermarket product ranges vary significantly between stores depending on physical store size, format (such as a large hypermarket/extra store versus a small convenience or local metro/express branch), and local customer demographics.[[1]](https://theproducenews.com/headlines/trendspotting-traditional-grocery-stores-holding-ground-against-fierce-competition)[[2]](https://www.chegg.com/homework-help/questions-and-answers/1-conventional-supermarket-offers-least-one-store-brand-product-category-b-emphasizes-prod-q18207676) ### How Supermarket Choice Varies - Store Size and Format: Large …
“Does my preferred supermarket usually have a broad range of products in stock, or can the choice vary a lot between stores?”
The choice and availability of products can vary a huge amount between different branches of the same supermarket chain. The range of stock typically depends on a few key structural differences: - Store Format and Size: Large hypermarkets and main superstores (like a Tesco Extra, Sainsbury's Superstore , or Asda Supercentre ) carry anywhere from 30,000 to over 40,000 product lines. In contrast, smaller convenience or "Local/Express" formats typically stock a much narrower range—often restricted to 2,000 to 3,000 core items, frequently omitting budget lines , specialist free-from …
Passages are the part of each answer around the mention, or the opening where the company is absent. Times are when the answer was collected.
Sources and citations
Where the answers that named the company pointed. A citation is a link the engine showed; it is not an endorsement.
31 of the 115 answers naming Morrisons linked to its own website (27%). A citation is a link in the answer; it is recorded where the engine showed one.
which.co.uk39
tesco.com36
facebook.com
Track this company
Get Morrisons’s visibility, rank and change by email each week it is measured.
Category average
18.4% · +13.5 pp
Most visible
Tesco · 53.1%
Answers citing its site
31
Named in 32 of 112 answers · most visible: Tesco, 49.1%
Morrisons: 28.6%
Category average: 17.5%
Google AI Mode
Named in 35 of 124 answers · most visible: Tesco, 54.8%
Morrisons: 28.2%
Category average: 16.9%
Morrisons Category average on that engine
Measured against the same questions
The most visible companies in the industry and the companies either side of this one, this week.
Against the 13 other companies measured, Morrisons ranks 4th. Tesco is the most visible at 53.1%, 21.2 pp ahead. Asda (38.1%) sits just above it and Aldi (27.5%) just below.
Competitors measured against the same questions, with Morrisons in position
Which supermarket loyalty schemes are better value if I do not want to rely on a smartphone, and what offer conditions should I check?
Loyalty schemes and promotionsNamed in 3 of 3 answers · 3 of 3 engines
I live in a rural village and drive to do my shopping. What supermarket options are worth comparing for convenient access and shorter trips?
Convenience, location and opening hoursNamed in 3 of 3 answers · 3 of 3 engines
Which supermarkets in the UK are worth considering for accessible store layouts, clear signage and facilities that make shopping easier for people with different access needs?
In-store experience and accessibilityNamed in 3 of 3 answers · 3 of 3 engines
I prefer shopping in store but would like to order bulky groceries online when I’m short on time. Which UK supermarkets offer a useful mix of in-store shopping, delivery and collection?
Online shopping, delivery and collectionNamed in 3 of 3 answers · 3 of 3 engines
Please suggest supermarkets with a wide range of food, cleaning products and toiletries, so I can avoid shopping at several different places.
Product range and availabilityNamed in 3 of 3 answers · 3 of 3 engines
Can you shortlist UK supermarkets with a broad range of own-label and branded products, from budget basics to premium choices?
Own-label and branded productsNamed in 3 of 3 answers · 3 of 3 engines
If an online order is late or missing items, how reliably does my preferred supermarket put things right?
Customer service and resolving problemsNamed in 3 of 3 answers · 3 of 3 engines
My grocery delivery is much later than the time I was given. What can I do, and who should I contact?
Customer service and resolving problemsNamed in 3 of 3 answers · 3 of 3 engines
Where others are named instead
Questions this week where Morrisons was not named and other measured companies were.
Please shortlist UK supermarkets with digital tools that could speed up checkout or payment, and say what access or payment requirements shoppers should check first.
Answers citing each domain, across the answers that named Morrisons. One answer can cite several domains.
Reading this profile
Google AI Overviews showed no AI answer for 9.7% of completed searches; those searches are not in the denominator.
Why a company is named or absent is a hypothesis until the recorded answers show otherwise. Weak coverage of a buying question, a third-party source that names competitors, or an unclear description of the business are places to look, not conclusions.
45.0%, 162 of 360 eligible answers
–No change shown: First published reading, so there is nothing to compare against yet.
On a fixed budget, is it easier to control grocery spending by doing the whole regular shop at one large supermarket or splitting it between a discount supermarket and a local supermarket?
