Morrisons posts its strongest sales growth in over a year as World Cup and price cuts drive a turnaround

From the Newshound archive · first published 19 September 2026.

Morrisons recorded like-for-like sales growth of 3.2% in the 13 weeks to July 26, its strongest quarterly result since Q2 2025 and a fifteenth straight quarter of growth. Total sales reached £4.1bn, with warm weather, the World Cup, and chief executive Rami Baitieh's aggressive price-cutting strategy all contributing. The Bradford-based supermarket has now accumulated nearly £1bn in cumulative cost savings since its turnaround began, and online sales delivered double-digit growth.

Morrisons slashed prices on nearly 400 products by an average of 11% and pledged to match or beat Aldi, Asda, Lidl, Sainsbury's and Tesco on over 500 everyday items.

Seventy-one Morrisons Daily franchise stores have launched so far this year, with 'hundreds more' to follow, broadening its convenience arm as a central plank of the recovery.

Baitieh warned trading conditions 'remained highly competitive' as a supermarket price war forces even upmarket Waitrose to cut prices.