Morrisons has reported another quarter of growth after a stronger Christmas and continued investment in value helped drive sales higher in Q1.
For the 13 weeks ended 25 January 2026, the Bradford-based grocer saw group like-for-like sales rise 2.8 per cent, while total sales increased 2.6 per cent to £4.1 billion.
The supermarket said trading was supported by a strong performance across key seasonal events, including a “much improved” Christmas, as well as further progress in sharpening its price position.
Morrisons said its price index continued to improve during the quarter, with investment in lower prices driving immediate volume increases across key lines. Its personalised loyalty offers also delivered record redemption rates, while online posted good growth and improved market share year on year in Q1.
The grocer also delivered a further £49 million in cost savings during the period, taking the total generated since the start of its transformation programme to £894 million.
Chief executive Rami Baitiéh said: “Against a highly competitive backdrop, with grocery market growth lagging previous expectations, we achieved our targets in Q1, delivering our thirteenth quarter of like-for-like sales growth.
“We know it’s tough for customers right now and we’re doing everything we can to offer them better value and give them more reasons to shop at Morrisons.
“That means continuing to invest in price, promotions and loyalty, concentrating on driving value where it matters most for our customers.”
Baitiéh said the trading conditions seen in Q1 had continued into the second quarter, with the wider grocery market remaining highly competitive.
He added that strong performances around Valentine’s Day and Mother’s Day had helped build momentum ahead of Easter, but said the retailer was keeping a close eye on international developments.
“We are watching current international events closely, alert to the impacts on consumer confidence and supply chains, and we will continue to do what we can to mitigate effects on our customers,” he said.
Morrisons has been stepping up efforts to protect shoppers from rising costs as it faces continued pressure from discounters Aldi and Lidl, alongside the traditional big four supermarkets.
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