Morrisons reported its strongest sales growth in over a year, attributing the boost to a combination of favorable weather conditions and the recent football World Cup. Over the 13 weeks ending July 26, the supermarket saw sales increase by 3.2%, with continued momentum through early September as the group maintained an 8.4% share of the UK grocery market.

The retailer launched an “unbeatable prices” pledge covering more than 500 products, guaranteeing prices that are equal to or lower than those of several competitors. This pricing strategy has been credited with positively influencing customer purchasing behavior and contributing to increased sales volumes.

Chief Executive Rami Baitiéh described the group’s trading performance as “robust,” noting that Morrisons not only outpaced the wider UK grocery sector but also demonstrated progress in its broader turnaround efforts. Investments in pricing adjustments and competitive positioning were highlighted as key factors supporting the company's improved results.

While analyses emphasize the impact of external factors such as the World Cup and warm weather in driving demand, Morrisons’ strategic initiatives, including enhanced pricing, also appear to have played a significant role in strengthening its market standing during this period.