Morrisons Groceries hits a comfortable mid-market sweet spot: cheaper than Waitrose, broader than Iceland, with Morrisons Now top-ups in 60 minutes when the regular slot booked out. The More Card adds offers and fuel savings, and the recipe inspiration in the app handles the “what’s for dinner” moment better than most rivals. The friction shows up when weekend slots vanish 10 days ahead, when substitutions on fresh items run high, and when the More Card points add up slower than the equivalent Clubcard or ASDA Rewards stack. Households looking to optimise the weekly shop end up running two or three apps together.
This guide compares seven Morrisons Groceries alternatives across UK grocery delivery: the bigger-footprint big-four rivals (Tesco, ASDA), the premium options (Ocado, Waitrose, M&S), the in-store option (Sainsbury’s SmartShop), and one freezer specialist (Iceland).
Quick comparison
| App | Best for | Free plan | Standout feature |
|---|---|---|---|
| Tesco | Densest UK coverage | Free | Clubcard Prices and triple-value vouchers |
| ASDA Groceries | Cheapest weekly total | Free | Smart Price tier, Rewards cashpot |
| Ocado | Cleanest substitution | Free | Full M&S Food range delivered |
| Sainsbury’s SmartShop | In-store self-scan | Free | Nectar Prices, skip the queue |
| Waitrose | Premium fresh quality | Free | Free delivery over £40 for members |
| Iceland | Frozen and ready meals | Free | Free delivery over £35, Bonus Card 5 percent |
| Marks & Spencer | M&S Food only | Free | Direct M&S Food via Click & Collect |
Why people leave Morrisons Groceries
The complaints cluster in three places.
Weekend slots vanish 10 days ahead
Morrisons’ delivery network is smaller than Tesco’s, so Saturday and Sunday slots fill quickly. Booking 10 days out is the norm in popular postcodes, which doesn’t match how most households plan a shop.
Fresh substitution rates run high
When a fresh item is out, the substituted item often doesn’t match. Reviewers report swapping the popular baked goods, dairy lines, and ready meals more often than at Tesco or Ocado.
More Card maths underwhelm
5 More Points per £1 (£1 redeemable per 1,000 points) works out to roughly 0.5 percent return on standard spend. The personalised coupons add value, but the headline rate sits below ASDA Rewards’ cashpot and below the Iceland Bonus Card’s 5 percent on top-ups.
The alternatives
Tesco Grocery & Clubcard — Best for densest UK coverage
Tesco Grocery & Clubcard runs the largest delivery footprint in the UK: more than 800 stores act as picking sites, slots open earlier, and the £25 minimum spend undercuts Morrisons by £15 in most postcodes. Clubcard Prices drop hundreds of items each week to 10 to 25 percent below the standard price, often beating Morrisons on like-for-like brands.
Where it falls short: Substitution rates run higher than Ocado, though comparable to Morrisons. The recipe and inspiration content is thinner than Morrisons’ in-app cooking section. Some popular brands sit in Tesco-exclusive bundles that aren’t always best value.
Pricing:
- Free
- £25 minimum spend, delivery £1 to £6
- vs Morrisons: cheaper basket with Clubcard, faster slot turnover, no fuel discount
Migrating from Morrisons Groceries: Open a Clubcard alongside the More Card. Run the weekly shop at Tesco for the Clubcard Prices, and keep Morrisons for the items the recipe content surfaces well.
Bottom line: Pick Tesco for coverage, Clubcard Prices, and the Reward Partner triple-value vouchers.
ASDA Groceries — Best for the cheapest weekly total
ASDA Groceries posts the lowest weekly-shop totals of the big four most months. The Smart Price range covers basics from 30p per pack, and ASDA Rewards drops cashpot pounds onto qualifying purchases. Delivery starts at £25 minimum with slots from £1.
Where it falls short: Fresh produce quality is the most variable of the big four. The app’s slot booking lags at peak times. The recipe inspiration content is thinner than Morrisons’.
Pricing:
- Free
- £25 minimum, slots £1 to £4
- vs Morrisons: substantially cheaper basket, higher cashpot bonus weeks, more produce variance
Migrating from Morrisons Groceries: Run the same weekly list through ASDA for one cycle and compare totals; the basket savings are usually 10 to 20 percent. Pair with ASDA Rewards for the cashpot accumulation.
Bottom line: Pick ASDA when the weekly total is the priority.
Ocado — Best for the cleanest substitution rate
Ocado runs the lowest substitution rate of any UK grocery delivery, by industry-published numbers and by repeat-user reports. The full Marks & Spencer Food range is on the app, plus the Ocado own-brand lines that pair the premium fresh with mid-priced basics. The Price Promise covers more than 10,000 branded items against Tesco.
Where it falls short: £40 minimum spend pushes the basket past natural sizes for smaller households. Slot fees climb to £6.99 at peak. The Price Promise only covers branded items, not own-brand or M&S Food.
Pricing:
- Free; Smart Pass £6.99/month for unlimited delivery
- £40 minimum, slots £1 to £6.99
- vs Morrisons: cleaner substitutions, broader premium range, higher basket minimum
Migrating from Morrisons Groceries: Where the substitution rate at Morrisons is the recurring complaint, switch the fresh portion to Ocado and keep Morrisons for the cupboard staples and the Morrisons Now top-ups.
Bottom line: Pick Ocado when the substitution complaints at Morrisons are the dealbreaker.
Sainsbury’s SmartShop — Best for in-store self-scan
Sainsbury’s SmartShop runs a different model from the rest of this list: scan items on the phone as you walk the aisles, pay at the SmartShop pay point, walk out. The app links to Nectar for personalised pricing, which often beats Morrisons on like-for-like lines. Useful for the urgent in-store run when the Morrisons slot is days away.
Where it falls short: No delivery. The pure delivery app for Sainsbury’s sits separately. Some smaller stores don’t run SmartShop fully.
Pricing:
- Free
- In-store only, no delivery
- vs Morrisons Groceries: not a delivery swap, complementary with Nectar pricing for in-store visits
Migrating from Morrisons Groceries: Use SmartShop on the in-store trips between Morrisons deliveries. The Nectar points compound across Sainsbury’s, eBay, and Argos.
Bottom line: Pick Sainsbury’s SmartShop for the in-store fill-ins between Morrisons deliveries.
Waitrose — Best for premium fresh quality
Waitrose & Partners runs the deepest premium fresh range on the UK high street: own-brand No.1, Waitrose Duchy Organic, and the meat counter that grades the cleanest in independent testing most years. myWaitrose members get free delivery over £40 and a free hot drink in store.
Where it falls short: Standard prices run above the big four on most lines. Coverage thins north of Manchester and in rural Wales. The catalogue depth on cheap basics doesn’t match Morrisons.
Pricing:
- Free; myWaitrose free
- £40 minimum, free delivery for members over £40
- vs Morrisons: pricier, premium-focused, narrower coverage
Migrating from Morrisons Groceries: Use Waitrose for the fresh and premium portion of the shop, and keep Morrisons for the cupboard staples and the cheaper own-brand lines. The myWaitrose card costs nothing and pays for itself on a single delivery.
Bottom line: Pick Waitrose for the premium half of the shop.
Iceland — Best for frozen and ready meals
Iceland specialises in frozen, ready meals, and budget basics that Morrisons’ premium ranges price above. The £35 free-delivery threshold beats Morrisons, and the Iceland Bonus Card drops 5 percent cashback on top-ups onto the card. Iceland Now hits some postcodes in 60 minutes.
Where it falls short: Fresh produce, premium meat, and prestige brands are thin or absent. Catalogue depth sits well below the big four overall. The app’s interface is the least polished of this list.
Pricing:
- Free
- £35 minimum for free delivery
- vs Morrisons: substantially cheaper on frozen and ready meals, narrower fresh range
Migrating from Morrisons Groceries: Switch the frozen and ready-meal portion of the shop to Iceland (chips, pizzas, ready meals). Keep Morrisons for the fresh and the recipe ingredients.
Bottom line: Pick Iceland for the freezer half of the shop and the Bonus Card return.
Marks & Spencer — Best for M&S Food only
M&S runs Click & Collect at most Foodhall stores. For shoppers whose Morrisons basket is occasionally swapped out for the M&S Food range, the M&S app cuts out the middleman: order at the Foodhall, collect within the window, no slot fee. Sparks offers drop into the app weekly.
Where it falls short: The M&S app doesn’t run a national delivery service for groceries; collection only (Ocado covers M&S Food delivery). The wider grocery basket (own-brand basics, branded items) isn’t covered.
Pricing:
- Free
- Click & Collect free over £40
- vs Morrisons Groceries: not a full grocery swap, M&S Food collection only
Migrating from Morrisons Groceries: Where the household wants M&S Food specifically, use the M&S app for Click & Collect at the local Foodhall and run the main shop through Morrisons.
Bottom line: Pick M&S for the Foodhall items the rest of the shop misses.
How to choose
- Pick Tesco for densest coverage and Clubcard Prices
- Pick ASDA Groceries when the weekly total is the metric
- Pick Ocado when the substitution rate is the dealbreaker
- Pick Sainsbury’s SmartShop for in-store fill-ins between deliveries
- Pick Waitrose for premium fresh quality and the myWaitrose perks
- Pick Iceland for the freezer and the 5 percent Bonus Card return
- Pick M&S for the Foodhall items via Click & Collect
- Stay on Morrisons Groceries for the recipe inspiration, the More Card fuel discount, and the 60-minute Morrisons Now top-ups that none of the rivals match
FAQ
Is Tesco cheaper than Morrisons? With Clubcard activated, yes on most baskets: typically 5 to 15 percent cheaper on like-for-like branded items. ASDA Groceries usually beats both on total weekly cost.
Can I get Morrisons Now delivery elsewhere? Several rivals run similar 60-minute services. Tesco Whoosh covers some postcodes, ASDA Rapid delivers from selected stores, and Iceland Now handles frozen-led top-ups. Coverage varies by postcode.
What is the cheapest UK grocery delivery service? ASDA Groceries posts the lowest weekly totals on like-for-like baskets most months. Iceland undercuts everyone on frozen and ready meals specifically.
Does Ocado deliver everywhere Morrisons does? No. Ocado’s footprint is smaller, especially in rural Wales, the Scottish Highlands, and parts of the North. Morrisons covers more rural postcodes.
Is there a free version of the More Card? Yes. The Morrisons More Card is free to open and use. The card earns 5 More Points per £1, redeemable in store.
What do UK shoppers use instead of Morrisons? The most-cited stack on r/UKPersonalFinance is Tesco for the main shop with Clubcard, ASDA for the value tier and Rewards cashpot, Iceland for the freezer, and Sainsbury’s SmartShop for in-store fill-ins.
