SUPERPANEL DATA from the ongoing study by Taylor Nelson Sofres shows Asda powering ahead of Tesco, Sainsbury and Safeway in the race to build own-label sales volume . Asda’s aim is for own-label to account for 50% of total sales volume, an objective central to its target of delivering 5% to 10% higher value on an average weekly shop than its competitors. In the eight weeks to the end of October, Asda overtook J Sainsbury with 46% of all sales in the own-label category; Sainsbury’s own-label volumes fell to 44.9%, their lowest level in a year.