The agreement will see the supermarket and NIQ build greater understanding of market dynamics across supermarkets, online grocery, convenience and emerging retail channels, with a focus on identifying growth opportunities.

NIQ said it would provide Morrisons with market insights, product and category intelligence, automated reporting and self-service analytics.

Russell Sylvester, retail vertical lead UK and Ireland at NIQ, said: “By combining market measurement, consumer intelligence, omnichannel analytics and advanced capabilities within a single ecosystem, we aim to support Morrisons in building a robust platform for future growth.”

Jen Price, customer director at Morrisons, said: “We’re excited to be launching this new collaboration with NIQ, which will deliver product and category intelligence across the full breadth of our retail channels, unlocking value through great insights and helping us make the right decisions quickly, to drive our future growth.”