We take a closer look at the Morrisons shopper. Who they are, how they shop and what matters to them?

In this report, we shine a light on the Morrisons shopper and ask three questions:

• Who are they? How old and affluent are they, what region are they from?
• How do they shop? What channels do they use, what missions are they on?
• What matters to them? How motivated are they by price, health, and the environment?