In this report, we shine a spotlight 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, how much do they enjoy shopping and like or dislike browsing?
• What matters to them? How do they feel about British and local products, about cooking and trying new things?

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