Morrisons sits in the middle of the big-four supermarkets on price, but its More Card prices, butchery and bakery counters change the maths if you shop the right aisles.
Morrisons is one of Britain's traditional big-four supermarkets, with a reputation built on fresh food, its in-store Market Street counters and a manufacturing arm that lets it source meat, fish and bakery directly. On headline grocery prices it generally trails the German discounters but lands close to Tesco and Sainsbury's, and its More Card loyalty scheme now drives a growing share of the genuinely low prices.
| What you're buying | Typical price | How Morrisons compares |
|---|---|---|
| Weekly trolley shop (family of four) | Around £85 - £130 | Typically pricier than Aldi or Lidl for the same basket, but broadly level with Tesco and Sainsbury's. |
| Market Street meat and fish (per kg) | Varies widely by cut | Counter and own-brand butchery often competitive; reductions appear late in the day. |
| Own-brand staples (milk, bread, eggs) | Roughly 90p - £2 | Savers value range undercuts branded equivalents and tracks discounter pricing closely. |
| Branded grocery (cereals, soft drinks) | Often £1.50 - £4 | Usually cheapest on multibuy or when a More Card price is attached. |
| Morrisons Cafe breakfast | Around £4 - £8 | Kids-eat-free promotions run periodically and cut the family cost sharply. |
| Fuel (per litre at Morrisons forecourts) | Tracks the national average | More Card fuel vouchers and points-for-litres offers can shave a few pence off. |
Morrisons positions itself as a full-range supermarket rather than a discounter, so its base prices tend to sit alongside Tesco and Sainsbury's rather than Aldi and Lidl. The big lever on everyday cost is the More Card: like Tesco Clubcard Prices and Nectar Prices, it unlocks a lower, member-only price on hundreds of lines, so the shelf-edge label often shows two figures.
Because Morrisons makes a lot of its own fresh food, the value tends to concentrate on Market Street counters, own-brand ranges and the Savers value line. Branded groceries are more often won on promotion, so the price you pay swings depending on whether an item is on a current multibuy or carries a More Card price that week.
Morrisons tends to be strong on fresh meat, fish and bakery, where its own supply chain and end-of-day reductions can beat rivals, and the Savers range competes hard on basics like pasta, tinned goods and milk. Cafe meal deals and periodic kids-eat-free offers also make it good value for families eating in store.
It is less consistently cheap on a full branded trolley, where the discounters usually win outright and where prices depend heavily on whether you hold a More Card. Without the loyalty price attached, plenty of lines look ordinary against Tesco and Sainsbury's, so it pays to check the exact items rather than assume the whole shop is cheaper.
Sign up for the More Card and scan it every time, since a large share of the best prices are now member-only and points convert into money-off vouchers and fuel savings. Shop the Savers range for staples, lean on Market Street counters for meat and fish, and time visits for the late-afternoon yellow-sticker reductions on fresh and chilled stock.
Because supermarket pricing shifts week to week and the discounters often undercut a branded item, it is worth comparing the exact product elsewhere before you commit to a big multibuy. FindPrices can show the same item's price across other retailers as you shop, so you can see when Morrisons genuinely has the best deal.
FindPrices compares the exact product across retailers while you shop, so you only pay full price when it really is the best price.
Compare Pricing Now - It's FreeMorrisons does not run a formal price-match scheme against named rivals in the way some supermarkets have at times. Its value strategy leans instead on the Savers range, More Card member prices and regular promotions, so the way to get the lowest price is to use the loyalty card and compare key items yourself.
It is broadly comparable. On a full branded trolley the two tend to land close together, and the cheaper option often comes down to which loyalty prices - More Card versus Clubcard - are attached to the items you buy that week. For fresh meat and fish, Morrisons can edge ahead thanks to its counters.
Fresh and chilled reductions, marked with yellow stickers, typically build through the afternoon and into the evening as items approach their sell-by date. Broader promotions and More Card prices change weekly, and bigger seasonal events bring deeper cuts.
In-store and online prices are usually similar, but online shopping adds a delivery or click-and-collect charge and you miss the in-store yellow-sticker reductions. For the lowest overall cost, shopping in store and catching late-day markdowns tends to win.
If you shop at Morrisons regularly, yes - a large and growing number of shelf prices are now member-only, and points accumulate into money-off vouchers and fuel discounts. It is free to join, so there is little downside to scanning it on every shop.
The discounters generally win on a like-for-like basket of basics, since their limited ranges and own-brand focus keep prices lower. Morrisons closes much of the gap on its Savers range and More Card lines, and offers a far wider branded selection, fresh counters and a cafe that the discounters do not.
FindPrices does the comparison shopping for you, every time - quietly, automatically, on every product page.