Major UK retail outlets have seen year-on-year growth of 5%, new TNS Worldpanel figures show.
Edward Garner, Research Director at the group, said Morrisons' market share had increased from 11.1% in 2006 to 11.3% in 2007.
He added: "This is the first increase for the 12-weekly Morrisons share (including Safeway) since mid-2002 and shows that the ongoing relaunch and new advertising are starting to bear fruit."
Market share for Tesco, Asda and Sainsbury's has increased by 5.9%, 5.4% and 5.2% respectively.